Established brand in sports accessories for mountain climbing. It was launched in 1921 in Turin by Cesare Mattalia, who acquired a British brand (1906) and linked it to the company’s trend for trekking. In 1960 Giovanni, Mario, and Vincenzo Garrino took over the company as sport became a mass phenomenon. From 1970s to ’90s there was the birth of the school backpack, investments in advertising grew, and the range of Invicta’s products expanded to include clothing, shoes, and leather goods.
The merging of Invicta, brand linked to the outdoor, with Diadora, specialist in sports articles, brought about the birth of a new group, Diadora-Invicta, located in Caerano San Marco, near Treviso. Diadora was sold to Invicta by the Danieli family.
The new Ricksac collection 2001 was launched. It was inspired by minerals and rocks. The technicality of mountain backpacks was combined with solid shapes, natural colors, and soft lines. It was matched with a super-technical clothing line, which guaranteed maximum comfort in the most adverse atmospheric conditions.
Opening of a Diadora Store in Florence in an innovative concept, not just a shop but also a meeting point. In an old building in the historical center, two steps away from the cathedral, it was a three-floor space with the Invicta and Diadora collection on the first floor. There was also an area dedicated to young people with free Internet access and videogames. In the basement there was a museum documenting the constant presence of the two brands in the history of sports and adventure.
Invicta’s new Spring-Summer collections were based on light fabrics, fresh colors, and a particular attention to detail. Everything could be matched with shoes, creating a total look. The Daypack collection presented the lines B2B, U.R.Ban, and Half Time.
New strategies contribute to a turnover growth of 5% with a total amount of 300 million Euros. The target was the reorganization of distribution and the separation of the image of the two brands.
The reorganization occurred in the last two years determined a return to a net profit of 500,000 Euros in 2002 and a profit before tax in growth of 75%.