Denny Rose

About

Denny Rose is an Italian fashion house founded in Carpi, near Modena.

The brand is dedicated only for youngsters. The style is very personal and Denny Rose offers modern and sexy fashion at an affordable price. The Denny Rose brand is currently dedicated in three lines: Denny Rose, the main line, Denny Rose Lady, the more elegant and sophisticated line, and Denny Rose Young Girl, which is for children and teenagers.

Furthermore, Denny Rose also launched a line of knitwear, which is much appreciated. The knitwear is made of lamb’s wool or angora.

Mame Denny Rose
Spring 2018 collection of Denny Rose.
Mame Denny Rose
Summer 2018 collection of Denny Rose.

Style

Denny Rose offers modern and sexy fashion for women in a very personal style. Denny Rose is the ideal brand for those who love to dress every day in an organized and individual way. Their garments can be easily matched according to personal taste and situation, whether your requirements are for fancy or simple, day or night, or a sexy or classic look.

Denny Rose is the ideal brand for those, who love to dress every day in organized and sexy jeans with appliques, decorated top, full cut tight, short and long dresses, that are suitable for the day and evening. The garments, can be matched according to the personal taste, fancy of simple, classic, sexy of trendy, as you want to get a look.

Mame Denny Rose
Stefano Bonacini the patron of Gaudi Trade, the company that owns Denny Rose.

Current Situation

 Denny Rose’s 2013 turnover amounted to 32 million euros. The Carpigian company Gaudì Trade, that bears the homonymous Gaudì man-woman and child brand, as well as the Denny Rose and Almagores brands dedicated to the women’s fashion, closed 2016 with a 15% increase in sales, both in Italy, which weighs 60% on results, and abroad. The company’s patron is Stefano Bonacini.

Philippe Matignon

Mame Philippe Matignon

About

Elegance and refinement, style and femininity, seduction and attention to detail, these are the characteristics that Philippe Matignon bases its collections on. The sophisticated and sensual French spirit blends with Italian style and quality giving life to precious tights, stockings, leggings, clothing, knee-highs and socks.

Philippe Matignon is positioned at the top of sophisticated elegance and looks after the woman in every detail, making it unique and seductive at every moment of the day, as well as on special occasions. An accessible luxury for a style that is renewed every year in fashion collections.

Mame Philippe Matignon
A 2017 tattoo collection of Philippe Matignon. 

Development

 Philippe Matignon was acquired by Goldenlady Company in 2003, is the top-class trademark of the Group. Tights and stockings are manufactured with the finest yarns and state-of-the-art technologies applied to machineries able to create different types of weave. With its competitive articles the brand specialises in the retail channel and is positioned in the medium-high price range of the market in relation to the high quality of the products. Business partners can rely on constant assistance and training to manage sales at best. Matignon aims at women who want to stand out in an original but classy way, with special attention to comfort, elegance, details and a touch of sensuality.

Finance

 Philippe Matignon is owned by the Goldenlady Group, a market leader in Italy with a share of 35% and a key player in all major European markets including France, Germany, Spain and England, through its subsidiaries and sales agencies. A key position is held in Russia and in Eastern Europe (especially Ukraine, Belarus, Poland and Slovakia) thanks to a local distribution network that has established the Group’s products as symbols of Italian elegance. Also in the US market, the Golden Lady Company has been able to achieve a dominant role.

The Group closed 2016 with a turnover of around 200 million euros with a drop from the previous year which closed at around 280 million euros.

Mame Philippe Matignon
Goldenlady Group Chairman Nerino Grassi. The company that owns Philippe Matignon

Current Situation

 The Group today boasts of 13 production sites located in Italy, United States and Serbia, with an overall production of 400 million tights per year, distributed in 70 countries worldwide. The moving of its production to especially Serbia created an unwanted controversy for the company.

Nerino Grassi is the Chairman of the Group and the headquarters are located in Castiglione delle Stiviere (Mantova), Italy.

SiSi

Mame SiSi

The Origin

Sisi was established in 1925 and represents the history of tights in Italy.

The brand resonates with quality and style in the fashion world, it is the absolute glamour brand of ladies’ hosiery and tights. Sisi has been able to export its style all over the world with vast distribution in Europe, Russia and Middle East. The Sisi woman is young but with clear ideas about style. The brand markets itself as irresistibly original, progressive and sensual, and always presents new ideas and as tights that are not only accessories, but a must for all women who pay attention to fashion trends and love fine details.

Mame SiSi
Sisi represents the history of tights in Italy.

Development

 There are two main line of stockings and tights of the brand:

SISI CLASSIC lines, high in quality and crafted with special comfort yarns making them very comfortable for any occasion.
SISI MODA lines, rich in colour and design for a modern look, funny and sexy including a range of knee and ankle-highs.

The brand has always been dedicated to young and dynamic women who desire high quality products. Sisi joined Goldenlady Company in the 1980s. Initially, the distribution strategy focused on retail channel to subsequently extend to medium-high-end department stores. With sales in Italy, Europe and Eastern Europe, at present Sisi produces three different collections of stockings and tights, which are synonymous with a chic and young style and combine the latest trends of fashion with wearability and care for detail. The Classic collection consists of high quality articles, made with the finest fibres and offering different types of knits very pleasant to wear; the Moda collection displays a variety of colours and sensual and cheerful patterns; while the Studio collection is a selection of ankle and knee socks, all original and suitable for less formal occasions. Sisi has also entered the world of underwear with the Intimate collection: modern and refined lingerie, as well as knitwear made with soft and resistant yarns. Rich in colours, patterns and charm, Sisi beachwear is addressed to young women and can be found exclusively inside Golden Point stores.

Finance

Sisi is owned by the Goldenlady Group, a market leader in Italy with a share of 35% and a key player in all major European markets including France, Germany, Spain and England, through its subsidiaries and sales agencies. A key position is held in Russia and in Eastern Europe (especially Ukraine, Belarus, Poland and Slovakia) thanks to a local distribution network that has established the Group’s products as symbols of Italian elegance. Also in the US market, the Golden Lady Company has been able to achieve a dominant role.

The Group closed 2016 with a turnover of around 200 million euros with a drop from the previous year which closed at around 280 million euros.

Mame SiSi
Goldenlady Group Chairman Nerino Grassi. The company that owns Sisi.

Current Situation

The Group today boasts of 13 production sites located in Italy, United States and Serbia, with an overall production of 400 million tights per year, distributed in 70 countries worldwide. The moving of its production to especially Serbia created an unwanted controversy for the company.

Nerino Grassi is the Chairman of the Group and the headquarters are located in Castiglione delle Stiviere (Mantova), Italy.

Omsa

Mame Omsa

The Origin

Omsa was born in the 1950’s and since the beginning it has been delivering to women positively. A smooth walk based on high values: quality of the materials yarns, elegance, sensibility and fashion. Omsa has become a unique point of reference in the world of women.

Omsa has been the first brand to have the basics of elegance, seduction and femininity. The attention to the market and the constant technologic research have come to life in the new collection of products such as leggings and high-performing styles such as the new seamless tights. Omsa has built its name all around the world, together with its unique Italian style.

Development

 Omsa increased its diffusion in a particular way. From its origins in Italy, Omsa has gained a primary role on the main world markets, mainly in Russia. From Italy to Europe, from USA to Asia, Omsa calls to the women of the world as its new audience.

Omsa, entered the Goldenlady Company in 1992 which transformed all its production chain. By means of cutting edge technologies the Group has become one of the most dynamic organizations in the European hosiery industry. With a significant number of production plants in Italy, Europe and in particular in Eastern Europe, Omsa is a leading company in the mass retail channel, and in retail and wholesale distribution. In order to meet the requirements of the different countries and of the different distribution channels, Omsa has diversified its production and developed a wide selection of collections, from affordable high quality lines to more refined items in micro-fibre, all at prices that make them competitive. Omsa strives to take care of women in every moment of their day, thus offering classic and fashion collections, as well as articles perfect for sports.

Communication

 Omsa has been one of the first Italian companies to believe that communication is a means for success. From “Carosello” in the Sixties with the famous Kesslers’ legs to the advertising campaign “How many women in you?” In 2002/2004. Omsa knows its audience too well: between the consumer and the brand there is a feeling described by the same femininity, sincerity and freedom, authenticity and uniqueness.

Finance

Omsa is owned by the Goldenlady Group, a market leader in Italy with a share of 35% and a key player in all major European markets including France, Germany, Spain and England, through its subsidiaries and sales agencies. A key position is held in Russia and in Eastern Europe (especially Ukraine, Belarus, Poland and Slovakia) thanks to a local distribution network that has established the Group’s products as symbols of Italian elegance. Also in the US market, the Golden Lady Company has been able to achieve a dominant role.

The Group closed 2016 with a turnover of around 200 million euros with a drop from the previous year which closed at around 280 million euros.

Mame Omsa
Goldenlady Group Chairman Nerino Grassi. The company that owns Omsa.

Current Situation

The Group today boasts of 13 production sites located in Italy, United States and Serbia, with an overall production of 400 million tights per year, distributed in 70 countries worldwide. The moving of its production to especially Serbia created an unwanted controversy for the company.

Nerino Grassi is the Chairman of the Group and the headquarters are located in Castiglione delle Stiviere (Mantova), Italy.

 

 

Bershka

Mame Bershka

The Origin

Bershka was created in 1998, as a new store and fashion concept of the Spanish group Inditex, aimed at a young target market.

Mame Bershka
Bershka store in Milan, Italy.

Development

Bershka presents itself as a reference point for fashion targeting this increasingly demanding public and, in just 2 years, has consolidated its brand image in 100 shops; Today, after 18 years, the chain has more than 1000 stores in over 70 markets, with sales that represent 9% of the total revenue for the whole group. Bershka’s customer base is characterized by adventurous young people, who are aware of the latest trends and are interested in music, social networks and new technologies.

In order to always have the latest trends at the shop; Bershka uses its flexible business model to adapt to any changes occurring during the seasons, responding to them by bringing new products to the shops within the shortest possible time. The models for each season are developed entirely by their creative teams, who take as their main source of inspiration the fashion trends prevailing in the market, through information received from the shops, as well as the customers themselves. The Bershka design team consists of more than 60 professionals who are continuously assessing the needs, desires and demands of consumers, and offering more than 4,000 different products in their shops each year.

Bershka shops are distinguished throughout the world by their strategic location and well-detailed architecture. The establishments are converted into spacious trend-setting showcases with carefully thought through image extending from the windows to the arrangement of the goods inside. Bershka selects the best commercial sites in each city and positions itself in the most notable areas of the main shopping centres. Unique buildings are often chosen, which the Bershka architectural studio refurbishes and adapts to its brand image and philosophy. Music, screens, projections, modern graphics, fashionable colours, contemporary furniture design, state-of-the-art lighting and so on, are all features that turn Bershka into a shopping ‘experience’. The shop’s interior is designed to give maximum importance to displaying fashion. The layout, music, lighting, furniture, graphics and the materials used have been designed and carefully chosen to provide maximum freedom to customers as they discover the latest fashion trends.

Striving to be leader in youth-culture clothing, Bershka shops are designed to be appealing to young people in a space where they feel comfortable, which means the shops are fun. While browsing, choosing and trying on clothes, they can listen to the latest music and check out urban art trends displayed in the graphics and photo sessions featured in the shop decoration. Bershka attaches great importance to its windows, displaying the most important items of the collection and the predominant theme to its public. The windows are constantly being renewed every season and the garments match the style of the shop’s interior, reflecting the trends of the whole season. The new Bershka shop concept transforms the entire shopping space into a

shop window, leaving a large glass front that allows the whole shop and complete collection to be seen.

The shops have separate spaces intended for the various different product lines that Bershka offers. The area dedicated to women’s wear is the most important. This section has two product lines: Bershka and BSK. The first focuses on the latest fashion and includes the leading trends. It has a wide range of jeans wear, eveningwear, casual wear and latest fashion-wear. BSK is the brand for younger people, and always caters to the interests and needs of this segment by basing its collection on their taste in music, their idols, rock stars and so on. The men’s section offers much more than fashionable jeans wear for young people. This product line offers casual, sports and fashion wear as well. In addition, apart from the wide range of clothing, Bershka also offers a wide range of accessories and footwear.

Social Responsibility

 Through its business model, Bershka aims to help the sustainable development of society and the environment with which it interacts. Commitment to the Environment is included in the Corporate Responsibility policy of the Inditex group.

The brand is developing an ‘eco-efficient’ shop management model, by integrating sustainability and efficiency criteria, which will allow for a reduction in energy consumption of 20%. This management model proposes measures in all processes, from designing the store, installing lighting, heating or cooling systems, to the possible recycling of furniture and decoration. It is reducing the production of waste and we recycle. Recycling hangers or alarms, which are collected at the shops and processed to become other plastic items, is an example of waste management. Millions of hangers and alarms are processed every year. Additionally, both the cardboard and the plastic used in the packaging are recycled.

Bershka supports organic farming and uses organic cotton in selected garments (100% cotton, completely free of pesticides, chemicals and bleaches). Finding them in the shop will be easy, as they bear a distinctive label.

The Bershka lorry fleet, which carries over 200 million garments each year, uses 5% biodiesel fuel. This measure allows for the reduction of over 500 tonnes of CO2 emissions into the atmosphere.

Finance

 The annual revenues of the Spanish giant Inditex (the company that owns Bershka) reached 25.34 billion euros at the end of 2017, an increase of 9% on the previous year, while sales on a like-for-like basis show a + 5%. In the financial statements closed on 31 January 2018, EBITDA stood at € 5.3 billion (+ 4%).

However, the gross margins of the group that controls brands such as Zara, Oysho and Bershka decreased from 57% to 56.3%. Annual EBIT totaled € 4.3 billion, up 7% from the year before. Profit also rose by 7% to 3.37 billion. The board proposed to shareholders a dividend of 0.75 euro per share, an increase of 10.3% compared to 2016.

Despite the new openings (183 in 2017, net of closures leading to 7,475 total assets under assets) the fast fashion giant shows a slight slowdown in the march after + 12% of revenues in 2016 and + 10% profits.

The financial statement shows a strong increase in online sales (+ 41%) in 2017, which now represent a 10% share of total revenues. Inditex is investing a lot in the integration between offline and online and in technologies such as RFID (Radio-Frequency Identification) to better integrate the physical stores warehouse and the online store: 1.8 billions of euros for this purpose.

Inditex intends to distribute 562 million euros to its employees, in various remuneration formulas, of which 42 million under the “Extraordinary Profit-Sharing” plan.

Mame Bershka
The President and CEO of Inditex Pablo Isla, the company that owns Bershka among others.

Current Situation

Early this year, the company Inditex that owns Bershka among others, announced that Carlos Crespo was promoted to chief operating officer. Already the internal audit director of the group, he will report directly to the president and CEO Pablo Isla. In April, on the new edition of the design week, Bershka launched, The Cube, a new technological project of the brand.

Last year, Inditex strengthened its presence in the USA. On 17th October, the Spanish apparel group gained a foothold for its young fashion label Bershka in New York’s SoHo district, opening a pop-up store which was operational until the end of the year. It was the label’ first physical presence in the USA, supporting Bershka’s e-commerce launch which took place last spring.

 

Morellato

Mame Morellato

The Origin

An entirely MADE IN ITALY history that began almost a century ago when Giulio Morellato, at the end of the first world war, began an entrepreneurial adventure opening a shop of timepieces jewellery with his brother. Later, Giulio’s focus moved towards producing and selling leather watch straps, revolutionising the business precisely when the use of wristwatches began to become common place.

The entrepreneurial story of Morellato started in 1930 when Giulio Morellato opened a watch and jewellery studio in Venice. After a few years, he specialised in producing leather straps for wrist watches, and began also to produce handcrafted jewellery in gold and silver. In the Nineties, the brothers Massimo and Marco Carraro, the sons of Giulio Morellato’s partner, acquired the entire company, giving birth to the innovative concept of “jewellery for living”. The brand’s collections have embodied this concept over the years becoming an evocative and highly successful expression of the brand’s spirit. Jewellery, precious yet easy to wear, timeless pieces for everyday life, that lives and it is brought to life by women that wear it at any time of day.

Mame Morellato
Morellato Lunae Necklace.

Morellato’s innovative concept transformed the tastes and desires of contemporary women. Women recognised that “jewellery for living” was an invaluable ally to accompany them on any occasion.
Empowered by the brand’s long-standing tradition handed down from generation to generation, by its exclusive design and innovative style, the Carraro brothers turned Morellato into a perfect example of Italian success worldwide.

Mame Morellato
Morellato Vela Watch.

Development

No one could have imagined that this business, run in the laboratory and in a few neighbouring houses, would quickly grow to become an important Italian watch jewellery group. A business marked by a strong spirit, an ability to foresee the future. When Giulio Morellato died, I. Volpato and S. Carraro, took over the company’s management, bringing success to the Morellato group that continues to grow today. The company, carries on its tradition without losing sight of modernity, keeping the brand’s values alive and vivid: vision, innovation and quality, which have always been the essential characteristics of a good MADE IN ITALY product.

In 1999, Morellato launched a successful jewellery line with the concept “Morellato:Jewels to be lived”, positioning the brand as the symbol of modern luxury to be lived day after day. Thanks to Morellato, jewels used new materials such as steel, pearls and natural stones. The use of materials chosen through strict research and selection processes, the exclusive Italian design originating in 1930 at the Morellato laboratories in the Venice area, as well as patient artisan craft, are the winning keys of the brand, which satisfy the evolving needs of consumers and which have led the company over a short period of time to become a leader in fashion jewellery.

The first decade of 2000 saw the Morellato international growth. Over the years, the collections and their products continued to expand until the first watch lines were produced. The watch lines soon ruled the market, increasing the number of stores both in Italy and abroad increased. The brand is owned by Morellato Group, an independent Italian corporate group that has brands like, Sigh, Philip Watch, Sector, Lucien Rochat, Bluespirit, Chronostar, Furla, Maserati and Trussardi in its portfolio.

Social Responsibility

 The Morellato Group long demonstrated its commitment to the environment and society. Strict controls are exercised over the ILO (International Labour Organization). Its aim is to safeguard the dignity and rights of all the workers involved in the production chain.

For many years now the Group has been actively involved in important projects. Together with Doctors with Africa-Cuamm (Italy’s most important charity organization in Africa) and supports the Ethiopian hospital of Woolisso. And since 2010, through Philip Watch (owned by the Group) it has been a partner of the Cystic Fibrosis Foundation set up by Matteo Marzotto, Ambassador of the brand and member of the Board of the Morellato Group.

Economy

 Morellato Group closed 2017 substantially in line with 2016 , with a turnover of 166 million euros (+0.3 percent). EBITDA, on the other hand, decreased to 25.5 million euros (15.4% of turnover), compared to 28.5 million euros in the previous year. In the year just ended – as reported by the official note – the Italian group has favoured the development and consolidation activities in the main foreign markets together with the implementation of new e-commerce platforms, with particular attention to the multi-channel offer. The group, which wholly owns MorellatoSector No LimitsPhilip WatchLucien RochatChronostar, Bluespirit and Pianegonde joy brands, counts on an export share of 40 percent, with particular concentration in Europe, the Middle East and Asia.

“The 2017 financial year closed with a positive sign demonstrating the effectiveness of our medium-long term strategy, which favours the strengthening of exports and travel retail, not only in our already mature but also in emerging markets”, declared the president Massimo Carraro. “Investments in innovation and new technologies will continue for a greater omni-channel integration between our different sales channels, to guarantee to all consumers an increasingly performing shopping experience”.

Mame Morellato
Massimo Carraro, CEO and President of Morellato Group.

Current Situation

 Today Morellato is present in 45 countries worldwide, particularly in Europe, the Middle East and Asia. Morellato’s distribution network now boasts 3000 stores. In Europe, the brand can be found in all the main department stores, in the best watch and jewellery stores, in multi-brand distribution networks and in its own flagship stores.
In the wider-European markets, Morellato is distributed through free standing and shop-in-shop sales points.

Starting from the SS16 collection, the new brand ambassador is Michelle Hunziker. Over the years, Morellato has interpreted its collections through international press and television campaigns which became iconic. These campaigns have all featured stars of international fame: from Bar Rafaeli to Irina Shayk, from Sara Sampaio to Ma Su – renowned Chinese actress – and Laura Sanchez.

NaraCamicie

Mame NaraCamicie

The Origin

 The story began in 1984 when a Milanese entrepreneur, Walter Annaratone, thanks to his family’s decades of experience in retailing, focused on the possibility of opening franchised stores specialized in shirts. A quality product, combined with a sought-after image, would certainly find an important place within the Italian and international market.

Two very young entrepreneurs, Mario Pellegrino, designer and owner of “Passaggio Obbligato” and Enzo Pellettieri, owner of “Camiceria E & G”, were involved in the project. The two companies, with the entry of Walter Annaratone in the social capital, inaugurated the birth of NaraCamicie.

Mame NaraCamicie
NaraCamicie CEO & founder Walter Annaratone.
Mame NaraCamicie
A ‘new look’ for NaraCamicie stores. Restyled Montenapoleone store.

Development

The adventure of the brand in the world of franchising distribution began more than 30 years ago, with the inauguration of the first store in via Montenapoleone in Milan on January 16 1984, still a point of reference for the sales network and brand image. NaraCamicie starts to conquer foreign markets and opens the first single-brand stores in Tokyo, Athens and New York in 1985. Nara Idee is born the same year, the brand extension dedicated to accessories (ties, bow ties, scarves).

Then in 1990, Nara Maglie is born dedicated to knitwear (men’s and women’s). That year, the brand brings to life a campaign for charity, “I was born with the shirt they are not!” in collaboration with UNICEF and supermodel Alek Wek. NaraCamicie goes on to renew the image of its stores in 2000, making the décor and ambience minimal and essential, designed to enhance the product. The next year the brand embarks into a new adventure, opening its first store in Russia.

The brand celebrated its 25 years of opening in 2009, by opening new single-brand stores both in Italy and abroad and is confirmed as the undisputed icon of the Italian shirt. Between 2010 to 2011 NaraCamicie consolidates its distribution network in the Middle East with the opening of single-brand stores in Teheran, Dubai, Abu-dhabi and Doha.

The brand celebrated 30 years of its success in 2014 by creating a limited-edition, 6 silk organza shirts all Made in Italy. The same year, the label conquers Australian market by opening a single-brand store in Sydney. Early 2016, the brand starts restyling its stores starting with the Montenapoleone store. “The Centre” of Arese welcomes the new store with open arms. NaraCamicie is now present in the largest shopping centre in Italy. NaraCamicie stylist, Mario Pellegrino was awarded ‘Mazaresi Excellence’ Award on 9th July 2016, by the Canto del Marrobbio – the cultural association active in Mazara del Vallo.

Mame NaraCamicie
Aphrodite Award 2017.

NaraCamicie arrived in Columbia in April 2017, opening a new store in Medellín. In June, the brand sponsored a women’s evening, Aphrodite Award 2017 that celebrated and awarded women from the world of cinema, writing, TV, journalism, and sports.

From March 2018, onwards the brand announced that it will restart restyling of its Italian stores starting from the Ligurian capital of Genoa, aiming to for a ‘new look’ for all its stores in the new few months.

Finances

Today NaraCamicie, with its 250 Italian and 150 foreign points of sale, has a turnover of over 50 million euros. The brand’s turnover in 2015 was around 40 million euros and the brand has been earning around 50% from foreign exports since 2013, making it one of the greatest success stories of modern Italian brands.

Current Situation

Success of the market and the public NaraCamicie stores have spread widely throughout the country and internationally. For the recent restyling works of its stores, the brand entrusted the C & P architects of Venice with the task of signing its new retail image, a project that uncovers all the upcoming openings, starting with the Arese Shopping Centre.

“We have involved Luca Cuzzolin and Elena Pedrina, two architects who were able to keep the soul of the original project, enriching it and updating it with more current contents”, explained Walter Annaratone in an official note.  

 

 

NeroGiardini

Mame NeroGiardini

NeroGiardini, is a brand owned by Bag Spa, a company that produces and sells a million shoes a year. Based in Monte San Pietrangeli (FM) in the Marche Region, NeroGiardini  lies at the heart of the local Fermo-Macerata footwear district, renowned for its leather craftsmanship traditions.

The Origin

Born to a family of farming in 1957, Enrico Bracalente worked hard throughout his childhood. He went to school in the morning and then helped his parents in the field. He then went to learn the trade of shoe-making in a shoe factory in the nearby region. Soon he founded a shoe company with his brother Luigi.

He tells in an interview that, they started in the basement of a Church in the village. They did all of the things on their own in the beginning, procured the materials, created shoes (thirty a day, in the beginning) and dealt with the wholesalers, all at the same time. He also says that they didn’t have any financial resources, hence, once they were paid, they bought materials and started the process all over again.

The turning point for them was when a German company placed a large order. By then, they had invested in heavy machinery and increased production. They also started hiring people. By mid 1980s they were thirty. There was a transfer of ownership in May 1998 stemming from a clash of brand philosophy, the transfer made Enrico the sole owner.

The name of the brand comes from, a comic book hero (Nero) and the surname of a shoe-making entrepreneur from Vigevano (Giardini).

Development

Born as a small workshop, the brand developed in 1990 and within a few years it became a real symbol in the world of footwear and also secured a place for itself in the fashion accessories sector. Today, Nero Giardini shoes are a fashion icon that goes beyond the national borders, proposing itself as the banner of Made in Italy in the world. In fact, each product is marked with the Made in Italy brand, being made with specialized craftsmanship that guarantees the constant enhancement and protection of Italian know-how.

Every day 15 thousand pairs of Nero Giardini shoes are produced by the Bag Spa (the company that owns Nero Giardini), the head of which is the entrepreneur Enrico Bracalente, who grew up in the province and managed to bring his beautiful shoes all over the world, becoming the promoter of a campaign to protect Made in Italy.

The decision to produce all his shoes in an Italian factory, unlike almost all other Italian brands, makes NeroGiardini footwear a 100% Italian product, which guarantees jobs and defends the know-how and style of Made in Italy.  Despite the technological and industrial production of shoes, in fact, NeroGiardini, always tries to keep an imprint of craftsmanship and some phases of the work are still done by hand.

Mame NeroGiardini
Enrico Bracalente at “Operatore della Calzatura”.

Social Responsibility

NeroGiardini has a tradition of sourcing its skilled workforce locally and enhancing the local communities. The result is the establishment of a three-year vocational program for “Operatori per la Calzatura” (Footwear industry manufacturing technicians). The program is open to 16-18 year old students who aim to join the company’s workforce.

The company also opened a nursey to help its employees and those of partner companies meet their childcare and professional needs.

The church of San Gregorio, destroyed by the 2009 earthquake that devastated L’Aquila and surrounding areas, was completely rebuilt through the efforts of the NeroGiardini and Enrico Bracalente.

Finances

Bag Spa, owner of NeroGiardini brand, closed 2017 with a turnover of 200 million euros, -4% (about 8 million) compared to 2016, but with a soaring exports increased by 20%.

“The 2017 results are not brilliant – admitted the patron Enrico Bracalente – but the balance sheets are more than satisfactory. We have lost 15 million euros in Italy, offset by the increase in exports, but we have maintained profits, perhaps even improved. We have invested in the European market and we see the first positive signs “. The objective of Bracalente is to reach a “turnover of 400-500 million euros in the decade”. To achieve this, the European market is strategic, “we need to consolidate the results in Italy, where I will keep production”.

Mame NeroGiardini
Enrico Bracalente- the man behind the brand.

Current Situation

Enrico Bracalente remains the sole administrator and leads Bag Spa that owns NeroGiardini. Today the company employees 2000 locals and produces 18,000 pairs of shoes daily.

The brand loyalty among the consumers is only increasing with the company policy of producing only in Italy relying on the traditional craftsmanship and aiming to improve the local economy while other major competitors are relocating their manufacturing units to other places for cheaper labor. It is acts like these along with the brand’s role in social development that makes it unique and loved.

BasicNet

Male BasicNet

BasicNet is an Italian company that owns Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, K-Way®, Sabelt®, Briko® and Sebago®, leading brands in clothing, footwear and accessories. Founded by Marco Boglione, the Turin based entrepreneur on 1st January 1995 and listed on the Italian Stock Exchange on 17th November 1999, BasicNet operates worldwide through a network of entrepreneurs who under license produce or distribute the Group’s branded products. To these, BasicNet provides a series of services and business opportunities.

BasicNet is responsible for all the strategic activities aimed at increasing the intangible value of its brands: research and product development; industrialization of collections; global marketing; development and coordination of the network of licensees, commercial and productive; strategic finance; Information Technology, i.e. the creation of proprietary software and IT platforms for the online management of all supply chain processes. All business processes take place exclusively via the Internet, which makes BasicNet a “fully integrated web company”.

Mame BasicNet
Vista Esterna BasicNet.
Mame BasicNet
Vista Esterna BasicNet.

BasicNet is based in Turin, in the BasicVillage: a 26,000 square meters headquarter in the area of ​​an old factory, converted into offices, residential lofts and spaces open to the public and dedicated to leisure.

The activity of the BasicNet group consists of developing the value of brands and spreading the products connected to them through a global network of licensee companies. This group of companies is called “Network”. Hence the name BasicNet. The network of licensees covers all the most important markets in the world which, to date, amount to over 120.

BasicNet was born after the Football Sport Merchandise of Marco Boglione, established in 1983, took over the bankruptcy auction of October 28, 1994 Maglificio Calzificio Torinese founded in 1916 and its brands Kappa®, Robe di Kappa® and Jesus® Jeans. To these, over the years, were added the K-Way® brand (created in 1965, acquired by BasicNet in 2004), Superga® (born in 1911, acquired in 2007), Sabelt® (born in 1972, acquired in 2011), Briko® (founded in 1985, acquired in 2017) and the American brand Sebago® (born in 1946, acquired on 31st July 2017).

Mame BasicNet
Panoramic view of the headquarter.

Starting from 1 January 1995, with the introduction of a new business model, the transition from the structure of a traditional clothing company to a network business model is made, a necessary prerequisite to allow the internationalization strategy on the global market. The old textile company with a vertical structure is transformed into a modular, innovative, flexible group: a global network of independent entrepreneurs, connected to each other and with the parent company through the Internet.

The centrality of the Web makes BasicNet the first Marketplace in the history of clothing: a virtual meeting and business place for entrepreneurs from all over the world. All the steps in the supply chain take place only on the BasicNet computer platforms: here the manufacturers sell and the distributors purchase the Group’s branded products, which then reach the individual markets. At the parent company, the manufacturing and distribution companies recognize a royalty (or a sourcing commission) on each individual transaction.

Today BasicNet provides direct employment in Italy to 600 people; in the world, an induced amount has been calculated that exceeds 15 thousand units. Aggregate sales of the Group brand products amounted to € 748 million for the year 2017 (source: consolidated financial statements).

In the world, there are 1,262 BasicNet Group stores, of which 199 are in Italy (as of December 31, 2017).

Kappa

 

Mame KAPPA

Although considered synonymous, Kappa and Robe di Kappa are two distinct brands, which are positioned in two segments of the market, in clothing, accessories and footwear are very different from each other. Both brands are owned by the BasicNet Group of Turin.

Kappa is a brand of clothing, accessories and footwear for sports, with active-wear collections ranging from football to skiing, from snowboarding to golf, from rugby to fencing, through lines dedicated to widespread sports activities, which embrace the whole area of indoor and outdoor training.

Today Kappa sponsors over a hundred of the most important football and sports federations in the world. At the last PyeongChang 2018 Winter Olympics, Kappa dressed all the Italian athletes competing: both the Winter Sports Federation and the Ice Sport Federation, as well as the entire South Korean Ski Federation. Kappa is also a sponsor of fencing, rowing, golf, motorcycling, judo, karate, free fight and martial arts.

Alongside the technical collections, in recent years Kappa has conquered a large share of the fashion market, in the streetwear segment, thanks to two significantly urban lines: Kappa Authentic and Kappa Kontroll. It is in this segment that collaborations and co-branding is carried out with the great international names of streetwear, including the Russian Gosha Rubchinskiy, Argentine Marcelo Burlon, Parisian collective Faith Connexion, Italian designer Danilo Paura; with the South Korean fashion brand Charm’s and with big fashion retailers like Barneys New York and Opening Ceremony.

Mame Kappa
KAPPA BANDA.

Today, Kappa brand products are present in over 120 markets worldwide, on 5 continents, with aggregate sales exceeding one billion dollars a year and more than 60 million pieces sold.

Kappa’s story begins in 1956, when a flawed stock of “Aquila” socks – a brand owned by the then Maglificio Calzificio Torinese (MCT), a company founded in 1916 by Abramo Vitale –  ends up by mistake on the market. The stores return the goods and the MCT, to restore credibility of the product, label the new productions with the initials “K” and the words “Kontroll”: a word from the German sound to strengthen the concept of certified quality in the consumer. The operation succeeds to perfection. From that moment on, customers order “socks with K” exclusively. In short, the old word “Aquila” is abandoned and, in the common dictionary, Kappa becomes a brand even before it is officially registered. By now in the second half of the fifties, Kappa is known as an Italian leader in the field of socks and underwear.

At the end of the Sixties, from the principal brand, Robe di Kappa was born, no longer dedicated to underwear but to casual wear. In 1978, Kappa returned to the limelight as the name of the new technical-sports division of Robe di Kappa: initially Robe di Kappa Sport, immediately became Kappa Sport, and soon simplified to Kappa, in a very short time it returned to be in all respects a brand in itself.

In 1979, first in Italy, Kappa sponsored a football team: Juventus. The following year, became a technical sponsor of the American National Athletics Track (USA Track & Field), which was presented at the 1984 Los Angeles Olympics and that of Seoul 1988 with the “Omini logo” on all race uniforms. This is how the famous Banda was born: the vertical repetition logo tape, to this day the iconic mark of the brand.

The “Gang with the Little Men” by Kappa becomes famous worldwide thanks to the Olympic gold medals of athletes such as Carl Lewis and Edwin Moses (Los Angeles ’84) and the incredible performance of the charming sprinter Florence Griffith (Seoul ’88).

It is certainly from the graphic features of the logo that creates the confusion between the Kappa and Robe di Kappa brands, although the latter – unlike the first one – is distributed almost exclusively in the Italian market. In fact, both brands are represented by the silhouette of a boy and a girl sitting on the ground, leaning back to back with their legs bent. Smaller and more discreet on Robe di Kappa brand garments; larger and “exploded” on the Kappa collections. In both cases, it is the only logo in the clothing industry that represents a human figure, instead of an animal or a graphic sign. Apart from a single, albeit partial, exception: the Ralph Lauren logo, which depicts a horse with a Polo player.

Mame Kappa
KAPPA BANDA.

After years of commercial success, in 1994 Maglificio Calzificio Torinese failed following the premature death of its managing director Maurizio Vitale, great grandson of the founder Abraham. It is the Turin entrepreneur Marco Boglione who won the assets of the MCT at the bankruptcy auction. Among these, its three brands: Kappa, Robe di Kappa and Jesus Jeans.

Marco Boglione changed the name of MCT to BasicNet and revolutionized the business model, replacing the previous vertical organization with a network business model, entirely based on the Internet. And successfully relaunched the acquired brands on the global market: first of all, Kappa.