Today, with Swinger International, the brand founded in 1973 looks to new markets and consolidates its identity

Byblos’s styles have shown increasing sophistication, thanks not least and above all to the talent and technical expertise of Manuel Facchini, the brand’s creative director since 2009. The results are clearly positive: Byblos is forecast to grow 20% in 2012 despite the current negative economy.

On the strength of its revenues, of which 40% is generated by the Italian market and 60% by exports, Byblos is now concentrating on international expansion. In addition to its Italian stores – Milan on Via della Spiga, Rome on Via Frattina, Verona, Capri, Turin and Palermo, to mention just a few – the brand is focusing on standalone boutiques abroad.

There are currently Byblos flagship stores in Moscow, on Cyprus and in Johannesburg as well as retail outlets in Dubai, Doha, Barcelona, Madrid, Prague and Sofia.

Byblos’s chief objective is to boost its presence in such a strong-growth market as China, a country that has long shown its appreciation of Italian workmanship and style. Byblos already has three boutiques there, in Kunming and Dongying City, and expects to open another soon in Chengdu.

From East Asia to Europe: the Old Continent is still one of Byblos’s major markets. The brand is particularly interested in winning over the United Kingdom, a market with great awareness of new trends and research-driven fashions. It will increase the presence of the Byblos Woman collection in UK department stores.

The Byblos brand is very well known and popular in Italy, not least among celebrities. The label designed by Manuel Facchini has dressed many Italian film, TV and music personalities, such as Cristiana Capotondi, Claudia Gerini, Manuela Arcuri, Ilaria D’amico, Kartika Luyet, Valeria Mazza, Nadege, Melissa Satta, Cristiane Filangeri, Michela Quattrociocche, Micaela Ramazzotti, Martina Stella, Laura Chiatti, Violante Placido and Federica Panicucci.

yblos creations have starred on the Venice International Film Festival red carpet, worn to great effect by the actresses Giorgia Wurth and Ronny Morena.