Benetton Group to discontinue Playlife, Killer Loop and Jeans' West.

Alessandro Benetton,

chairman of Benetton Group has confirmed that following the decision of the Board to introduce a new business programme, the company will turn its future focus to its two main brands, United Colors of Benetton and Sisley. The company's other sub-brands, including Playlife, Killer Loop and Jeans' West will be discontinued.

During an interview with WWD, Alessandro Benetton reveals that the decision to pull the plug on the brands is financial decision, part of the “strategic priorities outlined in the three-year programme,” which was introduced on November 28.

The three year programme forms the foundation for the the creation of three separate business models within the company: the first one focusing on brand management, the second on manufacturing and th third on real estate management. All three sectors will be controlled by the Benetton family holding company, Edizione S.r.l.

Alessandro Benetton confirmed that since introducing the new business programme, “some early signs of a change in trend” can already be noted, but adds that “these are only the initial signs of a course that remains lengthy.” At the end of the next coming three years, the company's goal is to see a “substantially unchanged level of turnover,” as well as “the exit from no longer strategic countries with like-for-like sales,” concluded Benetton.

Full details for the discontinuation of the brands Playlife, Killer Loop and Jeans' West have yet to be determined.