The Ruffini family (Moncler) invests in the Danish label Pas Normal Studios.

After the very cool Milanese brand, The Attico Archive is interested in the Danish label Pas Normal Studios. This Italian investment company is led, among others, by Pietro Ruffini, son of Remo Ruffini, CEO and main shareholder of the down jacket brand Moncler. Archive, controlled by the Ou(r) Group, one of the two holding companies of the Ruffini family, is part of this brand, which specializes in technical clothing for cyclists, with a minority stake.

An investor who does not disclose either the transaction amount or the size of his participation is reminded of a “strategic partnership.” In its press release, it also states that it carried out this operation “to support the brand in strengthening its positioning and international expansion.” Founded in 2014 in Copenhagen by Peter Lange and Carl-Oscar Olsen, Pas Normal Studios is a sports brand with a contemporary approach that combines technical know-how and innovative design.

In just a few years, the company has been noticed for its modern cycling concept, particularly through targeted collaborations such as with French sports brand Salomon last year. It is distributed through seven of its own stores worldwide (Copenhagen, Munich, Mallorca, San Francisco, Seoul, Singapore and Taipei), an online store and an extensive network of multi-brand stores specializing in sports and cycling.

“In nine years, we have grown from a promising start-up to a successful company that has brought a new perspective to the world of cycling, focusing on creative design, a commitment to uncompromising functionality and building an international community,” comments CEO Peter Lange and Managing Director and Creative Director Karl -Oscar Olsen.

“Pas Normal Studios is an example of how a strong entrepreneurial vision has helped to take a brand beyond the traditional codes of its sector,” says Pietro Ruffini, who has invested with Archive in The Attico since 2018. up to 49%, but also in the catering sector through a 40% stake in the restaurant group Langosteria Holding and a 47.5% stake in the Neapolitan pizzeria Concettina ai Tre Santi.