Chiara Ferragni’s empire is in turmoil. After the extensive powers entrusted to her mother Marina Di Guardo in Sisterhood, the holding influencer’s staff, a strategic reorganization arrives in Fenice srl, the company that owns the Ferragni brand and manages the licenses. Sources of Messaggero.it reveal that Alchimia, the main shareholder of Fenice with a 40% stake, has seconded its manager, Lorenzo Castelli, an expert in the commercial field. Castelli thus joins Alessandro Marina, a well-known Milanese consultant recently recruited by Ferragni to strengthen commercial relations, deteriorated by the Balocco case and the subsequent judicial investigations. Castelli’s arrival, after his mother, represents a clear signal of a review and managerial strengthening within Fenice. However, the presence of Castelli, sent by Alchimia, seems to have the characteristics of a “commissioner” of the main shareholder. Sisterhood holds 32% of the company, while Pasquale Morgese, an entrepreneur from Puglia and partner of Chiara Ferragni Shoes, owns 27.5%, acquired to replace the former historical partner Pasquale Pozzoli.
Commercial relationships
Alessandro Marina, already part of the group five years ago, together with Castelli, should now be in charge of revitalizing relationships with licensees, merchandising and e-commerce. The Balocco case, which led to a fine of 400 thousand euros from the Antitrust and the revocation of the commercial agreement with Safilo for violation of ethical principles, highlighted the need for a profound reorganization in Fenice. Paolo Barletta, head of Alchimia, confirmed to Messenger an ongoing negotiation with AVM Gestion of Giovanna Dossena for a strategic alliance. The negotiations concern governance and economic assessments, but will not be concluded before the approval of Fenice’s 2023 budget, which could require an injection of new capital. Meanwhile, Ferragni’s mother has taken an important share of powers over the company: hiring and firing staff, signing and revoking contracts, managing current accounts and overdrafts, banking operations, and representing the company in court and before public bodies.
