NEROGIARDINI INTERVIEW
Q&A: Cheryl Taylor, Editor, talks to Enrico Bracalente, CEO and sole owner, NeroGiardini
N
eroGiardini is the story of a “Made in Italy” Italian footwear brand, which is considered a model for others to aspire to.
Established in 1975 in Monte San Pietrangeli, the factory is located in the
green heart of central Italy, one of the most important shoe production districts in Europe. Today, NeroGiardini has become the market leader with its collections for
ladies, gentlemen and children, 3.5 million pairs of shoes produced each year. Mr Bracelente, CEO of NeroGiardini, has always considered the consumer to be the core of his business, and we proudly mark our product with the tricolored Italian flag, guaranteeing a turnover of 209 million euro, 80 % in Italy and 20% in Europe.
Mr. Bracalente, please tell us about your company. When did you first realise that you could compete with the major footwear companies in Europe? The company started in 1975 producing footwear for other companies. At the end of the 80’s we realised that we needed a brand to control our production. We created the NeroGiardini brand, since then the growth has been non-stop.
NeroGiardini has become a leader in Italy, thanks to the entrepreneurial model created by you over the past ten years. Please tell us about it? I have been able to industrialise a sector which, until then, was always considered the domain of the artisan. Our know-how allows us, during the season, to enable retailers to place repeat orders for delivery in 72-96 hours in Italy and we are now looking to provide the same service to customers from abroad. All the above is due to the “Made in Italy” production and to our new logistic platform. Our products are all made within the region.
30 • FOOTWEAR TODAY • JUNE/JULY 2016
We produce 18.000 pairs of shoes every day in 19 factories. Our region has the skills to produce quality product. Top quality product, offering excellent value for money and full attention to the final consumer, are the keys of our success.
And now ready for another big challenge. The internationalisation of the company.
NeroGiardini wants to introduce the same model throughout Europe, as we have in Italy. Our goal is to double our turnover over the next few years and to export up to 50% of our sales. We have been selling our products in Belgium and Russia for the last10 years and started in France and Spain a few years ago. Recently, we approached Germany, Switzerland, Austria, UK, Poland and the Baltic Republic, all with very good results. We are now working with experienced agents in every country in Europe and our goal is to achieve a target of an agent for every 10 million people. NeroGiardini achieving great success abroad, as well as at home: there is a big demand for Made in Italy, quality product, and we are investing in marketing to make us more widely known.
Talking about marketing, NeroGiardini is the first brand in the footwear industry to become Title sponsor of the Moto GP. Presumably, this will give a lot of exposure to the brand? We are planning different strategies to internationalise the NeroGiardini brand. The agreement with Dorna is the first step and is making our brand recognized in the world. We are sponsor of 6 Grand Prix, including four Spanish and two Italian. We are also title sponsor of the Austrian GP on the 14th August 2016. We expect a great deal of exposure from all the above from people of all ages.
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