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Peuterey Group was established in 1990 under the name “Geo Srl” and was known for producing and selling activewear coats.
The brand Peuterey, introduced in 2002, was based on the theme of discovery and travelling, focusing on the practical and versatile “timeless sportswear” concept.
Peuterey was viewed as a total look brand targeting selected fashion sales points. The brand’s success grew with the 2004-2005 collection plus a repositioning of the brand GeoSpirit.
The reinforcement of the Peuterey brand has continued over the years with the expansion of the product range; now Peuterey sells apparel and accessories as well as coats. In 2011 Peuterey’s first flagship store opened in Milan.