MODA SUPPLEMENT
Cheryl Taylor talks to Claudio Sagripanti
Managing Director of Khrio part of Alfiere Spa.
Tell us about your company history? In 1988 CreazioniAlfiere was born, as the trading name of the already well- established family-run shoemaking company manufacturing footwear since the 1950's. In 2000 it changed its name into Alfiere S.p.A. In 2010 we manufactured 1 million pairs which were distributed by a well-established network of distributors and agents in each continent of the world. The company takes part in all major trade shows in the industry including, GDS in Dusseldorf, Micam in Milan, Moc in Munich, Ciff in Copenhagen, Moss Shoes in Moscow, Rexor & ABCD in Belgium, Nordic Shoes in Stockholm, Pure in London and now Moda in Birmingham.
What's the story behind the brand? The Khrio brand was created at the beginning of the 90's and rapidly established itself as a brand making casual shoes for women, with a trend- led approach, with great value for money.
Do you have a brand philosophy? Khrio's brand philosophy is "A world that walks with you" its about giving every woman happiness and providing her with great Italian style and comfort.
What sets your products apart from the rest? Khrio's shoes stand out for their look and character. We have 2 internal designers and a team of 3 free lance designers. All the time they are studying new footwear profiles in line with the times. The materials used for manufacturing are carefully selected and tested. We strictly use only naturally tanned leather, this enables us to create some wonderful & bold colours which in turn gives our shoes great shelf appeal. Products are then finished using traditional techniques, like the top technique to achieve the brushed effect, rich in shades, character and originality. Our aim is that all our collections are "casual yet beautiful”. Over the years we have also been running “The Khrio Award” dedicated to Fashion & Design students.
What's the ethos of the Company? We have recently sponsored a team of eight people, driving an Ambassador car & Royal Enfield motorbike, they travelled from the south of India all the way to Italy. Photographer Giulliano Radia documented their journey through Pakistan, Turkey, Bulgaria, Serbia, Croatia, showing families in their everyday life. All the monies raised from the bids of the car & car and the photo books and Dvd went to the Indian charity “The House of Light” in Karnataka.
Where are you based and where do you manufacture? We are based in the beautiful Marche region, in the ‘green heart’ of Italy. Our shoes are manufactured in Romania and then come back to us in Italy to be finished and checked.
How many people do you have working for you? Do you have a high turnover of staff? We have 63 employees working at our Head Office in Italy and the a network of agents and distributors across the world. We have a very low turnover of staff.
14 • MODA SUPPLEMENT • FEBRUARY 2012 Claudio Sagripanti
How do you market your products? Arts & Culture are important elements of the brand and in 2009 Khrio Art District was created. We work with both established and up and coming design professionals to showcase their art and to help them promote their stories to the rest of the world. The current edition of Khrio Art District is showcasing the photographer Giacomo Pirozzi, a London based photographer, and his exhibition "Woman Worldwide"
And you Claudio, we see you in the photo in your trainers, have you recently taken up running? Yes, for the last 12 months I have started to run again and together with my club we participated in the Venice Marathon, hopefully this will be the first of a number of Marathons, London could be
next.After a full day in the factory or sometimes at the start of the day I like take a run around our beautiful Marche region, where I have the choice of running either on the beach, through the countryside or up a hill.
And, the next step? Any plans for the future, newlines, technologies etc...? We are increasing our investment in the UK market and last season started doing Moda and the Manchester Shoe & Bag show in addition to Pure & Kensington. We also have a new Agent, Caroline Sheppard, who spent the last 71/2 years working for Clarks Wholesale in UK. We are already seeing growth in the UK market and hope to build on this in AW12. Our aim is to keep innovating our footwear collections and to work closer with our stockist to improve the level of customer service in season.
How does the trade contact you? Any UK independent enquiries please contact Caroline Sheppard on 07909 525519 or email
carolinesheppard@live.co.uk, any national enquires to F
abrizio Corsini on 00 39 335 667817 6 or email
fabricorsini@gmail.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76