THE GROUP
Calzedonia was founded in 1987 in Verona, with the aim to create a new way of selling hosiery and beachwear for women, men and children, through a franchising sales network. Little more than twenty years later, the Calzedonia network boasts more than 1.750 shops throughout the world: Italy, Austria, Cyprus, Croatia, Czech Republic, Greece, Hungary, Mexico, Poland, Portugal, Russian Federation, Serbia, Slovenia, Spain, Sweden, Turkey, France, Macedonia, Montenegro, UK, Slovak Republic, Romania, Germany and Belgium.
The success of Calzedonia is the result of a number of factors: the huge range of products, the particular attention paid to fashion, the unbeatable quality-price ratio. These are some of the features that have enabled Calzedonia to satisfy even its most demanding customers. The Calzedonia Group now numbers approximately 26,000 employees worldwide, about 3,000 of which are based in Italy. Calzedonia stands out for its verticalized structure: the ideation, production and distribution of every single product is handled either directly or through affiliates. All sales are through one-brand stores that are managed either directly, as franchises or by foreign distributors. This achievement testifies to how the intimate-wear sector was aimed at a small audience until this unique company's arrival, which succeeded in opening up this product type to "democratic consumption" by a vast public of all ages and means.
STRENGTHS
The results tell of an extremely dynamic reality that is more oriented towards internationalization than ever before. The key to victory in Italy and worldwide is the perfectly competitive quality-price ratio. This demands meticulous research on style and design, state-of-the-art materials and fabrics and collections that anticipate upcoming tastes and trends. The three-brand distribution concept represents another winning element. The nimble and super-advanced franchising network focuses on taking extreme care with the image of these stores and on strategic positioning in core zones of the most important cities.
CEO Sandro Veronesi introduced the concept back in 1987, when he launched Calzedonia for stockings and swimsuits, before it was extended to lingerie with Intimissimi and Tezenis. The Group also distinguishes itself through its advertising, with major media campaigns (bill-posting, TV, printed paper) and selections of the best photographers and top models. Gisele Bundchen (for Calzedonia) and Irina Skayk (for Intimissimi) are two of the models that these brands launched into the fashion system. The network of stores currently numbers 3,500 sales outlets distributed in 30 different countries. Passion, sacrifice, love and dedication to a common project: these are the values that lie behind Calzedonia's numbers and success. "In life, as in work, we need to be actors, not spectators," this is the motto of CEO Sandro Veronesi, who tends to opt for discretion and letting the products speak for themselves by favoring the notion that focusing on the work at hand is the key to competitive advantage.
FINAL CONSIDERATIONS
Passion, sacrifice, love and dedication to a common project: these are the values that lie behind Calzedonia's numbers and success.
"In life, as in work, we need to be actors, not spectators," this is the motto of CEO Sandro Veronesi, who tends to opt for discretion and letting the products speak for themselves by favoring the notion that focusing on the work at hand is the key to competitive advantage.
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CODE OF ETHICS AND CONDUCT
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