CALZEDONIA

Calzedonia is an Italian company that produces underwear , socks and costumes for women, men and children.

Hosiery factory that also produces bathing suits and underwear. It was established in 1987 in Vallese di Oppeano, near Verona. The idea for the company came from Sandro Veronesi. The challenge: to make a success out of an initial investment of 500 million liras and the idea of exponential growth in the sale of men’s, women’s and children’s hosiery and clothing through a network of franchise shops. The brand to be promoted was Calzedonia (the same as the company’s corporate name).

Then, in 1996, the same concept was applied to underwear and sleepwear with the start of a second brand, Intimissimi. Within little more than 16 years, the Calzedonia and Intimissimi network had more than 1,200 shops scattered all over the world, including Spain (with more than 140 points-of-sale), Austria, Portugal, Greece, Poland, Turkey, Mexico, Bosnia, Hungary, Cyprus, Lebanon, and Saudi Arabia. The headquarters is in Vallese, where 400 people are employed, all of them young, with an average age of 25, and mostly women, who represent 85% of the work force.

The company’s organization is in the avant-guard as concerns its relationship with workers. In 2001 it opened a corporate kindergarten, among the most interesting in Europe, for employees’ children between 6 months and 3 years old. Other than the one in the Veneto, there are production units in Avio (Trentino), in Croatia, Bulgaria, Romania, and Sri Lanka. In these last two, the plants produce underwear. Another initiative taken by the firm is the Foundation of San Zeno, created in 1999 with the purpose of giving economic support to projects aimed at the professional education of needy and alienated young people throughout the world.

The group launches a new line, Tezenis, with the same franchise strategy used for the Calzedonia and Intimissimi brands. The product line includes women’s, men’s, and children’s underwear, for a younger and more basic market than that of Intimissimi. It was successful due to a self-service formula and aggressive pricing.

The distribution network has 898 Calzedonia points-of-sale, 620 for Intimissimi, and 12 for Tezenis. In the same year, the company acquired a very large piece of land with the idea of building a logistics hub. According to Veronese, the founder of the company, the reasons for its success are that “We control the entire production process and this saves waste in terms of resources and creates a virtuous cycle. The other reasons are effective advertising and the price-quality ratio.”

The group has 1,730 points-of-sale in Italy and throughout the world, consisting of 984 for Calzedonia, 704 for Intimissimi, and 42 for Tezenis.
A Tezenis store opens on the very centrally located Corso Vittorio Emanuele in Milan, next to the large low-price department stores Zara, Conbipel, and H&M.

In 2016 it declares 6 brands (Calzedonia, Intimissimi, Tezenis, Falconeri, Signorvino and Atelier Emé in addition to outlets) and 4,212 points of sale, 2,569 of which are abroad. The first sales points in the United States were announced in 2017 (in New York under the Intimissimi and Calzedonia brands) and in China (in Shanghai with Calzedonia and Intimissimi).The Intimissimi collections were also sold overseas in Victoria’s Secret lingerie stores until 2009.

Since June 2009, the group has expanded with the Falconeri brand, present on the national territory with 45 men and women knitwear stores, as well as two new stores in Saint Petersburg and Moscow. Calzedonia is also the owner of the Cash & Carry brand by Calzedonia Group at the headquarters in Vallese.

In 2012 the group launched with the Mr. Signorino brand a chain of wine bars and restaurants currently widespread in the north and central Italy.The last brand arrived in the stable is Atelier Emé, wedding and formal dresses. Of the total turnover for 2016 of 2.12 billion euros, 705 are due to Calzedonia, 665 to Intimissimi, 566 to Tezenis, 71 to Falconeri, 21 to Signorvino, 5 to Atelier Emé.

The financial results for 2017, revealing an increase in sales and revenue supported by its international business.The company’s revenue increased to 2.31 billion euros ($2.84bn) last year, representing an 8.7% jump compared with the previous year. International sales accounted for 54% of the total.

The group’s core Calzedonia brand was the biggest revenue contributor, generating 802 million euros ($987m).Following the rest parent brands of the group.