cyber-Wear is further expanding its collaboration with Stellantis. Following a successful EMEA pitch, cyber-Wear will take on responsibility for merchandise and brand experience for FIAT, ABARTH, Alfa Romeo, Jeep and LANCIA.
For cyber-Wear, winning the pitch marks the next step in an already established partnership with Stellantis. For the past two years, cyber-Wear has successfully managed the OPEL Collection, demonstrating how a traditional automotive brand can be consistently translated into merchandise, lifestyle products and physical brand experiences.
With FIAT, ABARTH, Alfa Romeo, Jeep and LANCIA, five additional brands are now joining the portfolio – each with its own distinctive identity, heritage and community. This is precisely where cyber-Wear sees the challenge: not simply developing products for different brands, but understanding the individual character of each brand and translating it into relevant, desirable and authentic products.
Five new brands. Five identities. One shared mission: making brands physically tangible.
FIAT stands for Italian joie de vivre and iconic design. ABARTH represents performance, passion and motorsport. Alfa Romeo combines Italian elegance with sportiness and an extraordinary brand heritage. Few automotive brands embody freedom, adventure and a distinctive lifestyle as strongly as Jeep. And LANCIA brings Italian elegance, design and a rich automotive tradition to the joint brand portfolio.
These differences will also be reflected in the individual collections going forward. cyber-Wear’s ambition is to work together with Stellantis to develop merchandise worlds that are not interchangeable, but consistently carry forward the unique DNA of each individual brand.
Winning the EMEA pitch also underlines cyber-Wear’s growing importance as an international partner for integrated merchandise management. From strategy and concept development to design, product development and sourcing, through to e-commerce, logistics and fulfillment, the various disciplines are brought together within one integrated model.
“After two successful years with OPEL, winning the EMEA pitch for FIAT, ABARTH, Alfa Romeo, Jeep and LANCIA is a strong sign of trust for us. At the same time, it is a challenge we are very much looking forward to. These five brands have incredibly strong identities and communities. Our ambition will be to understand exactly what makes each of them unique and turn that DNA into merchandise that people genuinely want to own, wear and use. Not simply a logo on a product, but a piece of the brand that people can take with them.”
Christoph Luthe, CSO, cyber-Wear
With the new mandate, the collaboration between Stellantis and cyber-Wear is expanding significantly beyond the existing management of the OPEL Collection. Going forward, the partnership will encompass a total of six strong automotive brands within the Stellantis portfolio.
For cyber-Wear, winning the pitch also represents another step in the company’s international development and demonstrates the strategic role that professionally developed merchandise can play in modern brand management today.
