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Insight... Inside

The happiness brand of 2012

Team TnP takes a look at the last year with Artsana UK, the company behind nursery and toy brand, Chicco, who have introduced their range to toy retailers this year


hat a diff erence a year makes. Artsana UK, the company behind the famous Chicco brand, has been one of the stars of 2012.

It has been instrumental in introducing a startling amount of excellent toy and nursery innovations and creative consumer activity. Having built admirable partnerships during the year with traditional leading toy retailers, it is these trade customers and their consumers that are reaping the rewards of a super-successful year for Chicco.

Mitch Levene, Managing Director, recounts: “Back in August last year, we made a brave, but far from diffi cult decision. We canvassed consumer input from extensive research. The consumers told us that we had great products. They also informed us of where, why and how they shopped for toys. On this basis, we transformed our strategy. We decided to cut the vast bulk of our supply to hard discounters and concentrate on building the foundations for long term, sustainable and mutually profi table growth with the core toy retailers. I say that this was a brave decision, because had these customers not brought into the strategy, then Artsana would have had no toy business in the UK. Nevertheless, it was not a diffi cult decision due to the fact that if you keep discounting a brand, then it becomes a cheap label with no investment and will eventually disappear. The fact is, that we could not have delivered the incredible success experienced during 2012 without the support of our trade partners, superb Artsana UK team and fundamentally, capitalising on the strength of the Artsana Group.”

The Artsana Group has played a key role in

assisting Chicco’s progress throughout 2012. Artsana’s simple aim, to deliver high quality, innovative and durable baby products, remains at the forefront of thinking and has helped contribute towards baby brand Chicco, still sitting in the top 10 Italian FMCG brands in the world. Although the company’s roots lie in Italy, the UK arm of the brand continues to deliver extensive product innovation, sleek design and eff ortless style whilst maintaining a sense of practicality and convenience, alongside unrivalled trade customer support underpinned by an ever- expanding team. All of which make Chicco one of the most interesting baby brands in the UK today.

And interesting is also

the story around the birth of name Chicco. Initially, Artsana was established in 1946 by Pietro Catelli at the age of 26 years. 12 years later, the birth of Catelli’s second son, Enrico, aff ectionately called Chicco, inspired Pietro Catelli’s entrepreneurial vision: to create a baby brand specialising in everything the baby needs, from 0 to 36 month. And with the same passion Chicco, is still run by the three founder’s children, who work to maintain continuity with the mission and company values. The group gradually expanded to Europe in the seventies with the subsequent stages of international expansion taking place in the nineties,

Mitch Levene Chicco Managing Director

following the opening of the Hong Kong branch in 1992 – an important milestone as it paved the way for the growth of the Asian markets where Artsana can boast a solid presence today.

With a wide selection of products, Chicco is able to off er innovative, as well as practical, solutions, to whatever need and whatever pocket, with the core mission remaining the same – to ensure happiness. With its long proud history and despite obvious global economic changes, Chicco’s mission also remains the same – to pursue the happiness of babies, because they believe that a happy child will grow up to be a happy person and

28 insideChicco

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