Liu Jo
Italian contemporary fashion brand offering clothing, footwear, handbags, accessories, and lifestyle collections.
Last updated August 22, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Liu Jo is an Italian fashion company established in 1995 in Carpi by brothers Marco Marchi and Vannis Marchi. The brand developed from a small textile business into a broad prêt-à-porter and lifestyle label with a strong focus on women's fashion. Its name combines the nicknames “Liu” and “Jo,” associated with one of the founders and a youthful companion. The company initially introduced Liu Jo and Liu Jeans collections through Italy's multibrand retail channel before expanding into dedicated single-brand stores in Italy and abroad. The brand's offer broadened substantially during the late 1990s and early 2000s. In addition to ready-to-wear, Liu Jo introduced accessories, jewellery, watches, childrenswear for girls, underwear, beachwear, and homewear. A dedicated footwear collection followed in 2008. These extensions helped position Liu Jo as a coordinated fashion and accessories brand rather than solely a womenswear label. Its product identity has generally combined contemporary Italian styling with commercially accessible versions of fashion-led clothing, handbags, shoes, and accessories. Liu Jo has used high-profile fashion imagery and international models to support its brand positioning. Campaigns have featured Kate Moss, Dree Hemingway, Karlie Kloss, Jourdan Dunn, Martha Hunt, Jasmine Tookes, Joan Smalls, and Anna Mila Guyenz at different times. The company also expanded through licensing, including a 2013 agreement with Marchon Eyewear for eyewear production. In 2012 it opened a 350-square-metre flagship store in Milan, reinforcing its presence in major fashion retail locations. The company has also pursued visibility outside conventional fashion media. Liu Jo sponsored Bologna football activities beginning in 2016, and served as the club's main sponsor during the 2018–19 and 2019–20 Serie A seasons. Corporate ownership and governance changed in 2017, when Vannis Marchi left the board while retaining a minority shareholding and Marco Marchi remained the controlling shareholder. In 2019, Marco Marchi entered Coin through a capital increase and Liu Jo acquired Blufin, the Carpi-based fashion company associated with Anna Molinari and the BluGirl and Miss Blumarine brands. That transaction formed part of a wider “Italian Excellence” aggregation intended to bring together high-end Italian fashion businesses. As of 2022, reference material described Liu Jo as operating 160 stores in Italy and approximately 200 additional stores primarily elsewhere in Europe. The available sources do not establish a later store count, current ownership structure beyond Liu Jo S.p.A., or a complete current geographic breakdown. Liu Jo is therefore best characterized as a privately held, internationally distributed Italian contemporary fashion brand with operations spanning apparel, footwear, accessories, licensed eyewear, and adjacent lifestyle categories.
History
Liu Jo was founded in 1995 in Carpi, an Italian textile and fashion centre, by brothers Marco Marchi and Vannis Marchi. The company grew out of a small textile operation and developed during the 1990s into a prêt-à-porter business. The Liu Jo name is derived from the nicknames “Liu” and “Jo,” connected with the founders' personal history. Its first Liu Jo and Liu Jeans collections were distributed through multibrand retailers in Italy and subsequently through single-brand stores in Italy and foreign markets. During the first five years of development, the company broadened its offer beyond core clothing. It added accessories, jewellery, watches, girls' clothing, underwear, beachwear, and homewear. The expansion established a multi-category model in which customers could assemble a wider Liu Jo wardrobe and accessories collection. In 2008, the company introduced its own footwear collection, adding another significant category to its fashion business. Brand communication became an important part of Liu Jo's international profile. The spring–summer 2011 campaign featured Kate Moss, while the fall–winter 2014 campaign featured Dree Hemingway. Later campaigns and collaborations used models including Karlie Kloss, Jourdan Dunn, Martha Hunt, Jasmine Tookes, Joan Smalls, and Anna Mila Guyenz. In 2013, Liu Jo entered an eyewear licensing agreement with Marchon Eyewear, extending the brand into another accessories category without requiring the company to manufacture eyewear directly. Retail development included the opening of a 350-square-metre Milan flagship store in 2012. Liu Jo also developed a presence through sports sponsorship: it began sponsoring Bologna football activities in 2016, with the club's home-match hostesses wearing Liu Jo clothing. The relationship expanded, and Liu Jo became Bologna's main sponsor for the 2018–19 and 2019–20 Serie A seasons. The company's governance changed in March 2017. Vannis Marchi left the board but remained a shareholder with approximately 10 percent, while Marco Marchi continued as the controlling shareholder. In November 2019, Marco Marchi entered the Coin department-store chain through a capital increase and acquired a 15 percent stake. During the same month, Liu Jo acquired Blufin, the Carpi fashion house founded by Anna Molinari and Gianpaolo Tarabini and associated with the BluGirl and Miss Blumarine brands. The transaction formed part of the creation of an “Italian Excellence” holding aggregation of high-end Italian brands; Anna Molinari was reported to remain as an ambassador. By 2022, published reference material described Liu Jo as having 160 stores in Italy and another 200 located primarily in Europe. The sources available for this dossier do not provide a later verified store count or a definitive current breakdown of markets. Liu Jo's documented development nevertheless shows a progression from a regional textile and clothing business to a privately held international fashion company with apparel, footwear, leather goods, accessories, licensed eyewear, and adjacent lifestyle categories.
- 2022
Reported retail footprint reaches approximately 360 stores
[1]Reference material reports 160 stores in Italy and approximately 200 additional stores primarily in Europe.
- 2019
Expansion into Italian fashion and retail assets
[1]Marco Marchi takes a 15 percent stake in Coin through a capital increase, and Liu Jo acquires Blufin as part of the Italian Excellence aggregation.
- 2017
Corporate reorganization
[1]Vannis Marchi leaves the board and retains a minority shareholding, while Marco Marchi remains controlling shareholder.
- 2013
Eyewear licensing agreement
[1]Liu Jo signs a licensing agreement with Marchon Eyewear to manufacture eyewear.
- 2012
Milan flagship store opens
[1]The company opens a 350-square-metre flagship store in Milan.
- 2008
Dedicated footwear collection launches
[1]Liu Jo establishes its own shoes collection.
- 2000
The brand expands into multiple categories
[1]During the first five years, Liu Jo adds accessories, jewellery, watches, girls' clothing, underwear, beachwear, and homewear.
- 1995
Liu Jo is founded in Carpi
[1]Brothers Marco and Vannis Marchi establish Liu Jo in Carpi, Italy, developing the business from a small textile operation into a fashion company.
Products and positioning
Contemporary Italian fashion positioned between accessible luxury and mid-to-high-end premium apparel, with a strong emphasis on women's clothing, accessories, and coordinated lifestyle dressing.
Apparel · 1995
Women's ready-to-wear
The core Liu Jo offer is women's contemporary ready-to-wear. The range developed from the original prêt-à-porter collections and is presented as coordinated seasonal fashion, combining everyday clothing with more fashion-led and occasion-oriented pieces.
Denim · 1995
Liu Jeans
Liu Jeans was among the brand's early named collections. It represents the denim component of the business and helped Liu Jo establish a broader casual-fashion proposition alongside its main ready-to-wear collections.
Shoes · 2008
Footwear
Liu Jo has operated a dedicated shoes collection since 2008. Footwear extends the brand's styling across seasonal fashion shoes and coordinated accessories, complementing its clothing and handbag ranges.
Accessories
Handbags and leather goods
Handbags and leather goods are central accessories categories within Liu Jo's fashion assortment. They support the brand's coordinated-look strategy and provide recognizable products that can be sold alongside apparel and footwear.
Accessories
Jewellery and watches
Jewellery and watches were added during the company's early expansion beyond clothing. These categories broaden Liu Jo's accessories offer and provide smaller fashion products within its wider lifestyle proposition.
Licensed accessories · 2013
Eyewear
Liu Jo entered eyewear through a 2013 licensing agreement with Marchon Eyewear. The arrangement extended the brand into optical and sunglasses-related accessories through a specialist manufacturing partner.
Childrenswear
Girls' clothing
The company added a girls' collection during its early category expansion. The line adapted the Liu Jo fashion identity for younger customers and formed part of the brand's move into family-adjacent apparel.
Lifestyle apparel
Underwear, beachwear, and homewear
Underwear, beachwear, and homewear were introduced as complementary lifestyle categories. Together they extended Liu Jo's proposition beyond outerwear and occasion dressing into private, holiday, and at-home use.
Controversies
2021
Liu Jo sues Kendall Jenner over modelling contract
Italian fashion brand Liu Jo sued Kendall Jenner, alleging that she breached a modelling contract by taking part in only the first of two planned photoshoots and not attending the second. Liu Jo is seeking at least $1.8 million in damages.
Marketing campaigns
- 2017Spring–summer and fall–winter model collaborations
International
Jourdan Dunn, Martha Hunt, Jasmine Tookes, Joan Smalls, and Anna Mila Guyenz were associated with Liu Jo campaigns across the 2017 spring–summer and fall–winter seasons.
- 2016Campaign collaboration with Karlie Kloss
International
Karlie Kloss was among the models used in Liu Jo's 2016 campaign activity.
- 2016Bologna football sponsorship
Italy
Liu Jo began sponsoring Bologna football activities, including clothing worn by home-match hostesses.
Outcome. The partnership later expanded into main sponsorship for the 2018–19 and 2019–20 Serie A seasons.
- 2014Fall–winter campaign with Dree Hemingway
International
Dree Hemingway featured in the fall–winter 2014 collection advertising campaign.
- 2011Spring–summer campaign with Kate Moss
International
Kate Moss appeared in Liu Jo's spring–summer 2011 advertising campaign, giving the brand a high-profile international fashion image.
Brand decisions
2019
Investment in Coin and acquisition of BlufinM&ABackground
Liu Jo pursued broader participation in Italian fashion and retail businesses.
Action taken
Marco Marchi entered Coin through a capital increase with a 15 percent stake, while Liu Jo acquired Blufin and its associated BluGirl and Miss Blumarine brands.
Aftermath
The transactions contributed to the creation of the Italian Excellence holding aggregation; Anna Molinari remained an ambassador.
2017
Corporate reorganizationStrategyBackground
The Marchi family-owned company adjusted its governance structure.
Action taken
Vannis Marchi left the board while retaining approximately 10 percent as a shareholder; Marco Marchi remained the controlling shareholder.
Aftermath
Control remained with Marco Marchi, while Vannis Marchi continued as a minority shareholder.
2013
Eyewear licensing partnership with MarchonStrategyBackground
Liu Jo was extending its accessories business and seeking a route into eyewear.
Action taken
The company signed a licensing agreement with Marchon Eyewear to manufacture Liu Jo eyewear.
Aftermath
The brand added eyewear to its licensed accessories portfolio.
2008
Launch of a dedicated footwear collectionProduct launchBackground
Liu Jo had already expanded beyond core clothing into several accessories and lifestyle categories.
Action taken
The company introduced its own shoes collection.
Aftermath
Footwear became an additional category within the brand's coordinated fashion assortment.
Recent events
Liu Jo sues Kendall Jenner over modelling contract[3]
Reported:
Italian fashion brand Liu Jo sued Kendall Jenner, alleging that she breached a modelling contract by taking part in only the first of two planned photoshoots and not attending the second. Liu Jo is seeking at least $1.8 million in damages.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/liu-jo · Editorial policy · How profiles are compiled