Companies
NeveItalia Test Team
'' After the acquisition of the majority shares of the Lafuma group by dela Swiss Calida, we had the pleasure of hearing Mark Sancandi, General Manger of Lafuma Group Italy, on the prospects of the group in Italy and in the world, and the status of the freeride market in Italy.
Thursday 12 December 2013 6 minutes reading time
How do you see the market freeride in Italy? Currently it is still considered a niche, but we think it might be destined to explode, is it?
The freeride market in Italy is growing: the moods and styles are among the most trendy and commercial point of view, the phenomenon is already in place, developed by several companies that have chosen to go in this direction . In Italy we must confront the environmental constraints of the regulations governing the attendance of the slopes and the bureaucracy severely limits the practice. Only some areas are investing in the freeride world at the time: to the northwest Alagna in particular, to the northeast Passo San Pellegrino.
From here to see the five years as'' evolution of the Italian market? We will see a reversal of the retail sector, as was the case for the'' electronics, books and other sectors, or advice of shopkeepers and physical contact with the materials for sale will always be the basis for purchases within the snow?
In the field of Italian distribution will continue to be a greater specialization, which will lead to a total offer clearer and will support the consumer in the purchase technical directing the point of sale the best equipped and competent. We expect a multiplication of distribution networks and industry e-commerce, yet not so frequented and used as abroad, as in other commercial sectors, also by retailers. Only recently seen increased attention and dedication to this kind of opportunity even in the world Mountain and winter sports.
Calida has acquired control of a majority of the group Lafuma, giant'' s technical apparel under the brand Lafuma, Millet, Eider and Oxbow. That may have an impact on the world market and this acquisition Italian?
Calida is an international benchmark of high quality and strong tradition synonymous with quality, design, innovation and service. The will expressed by Calida, in the recent entry into the Lafuma Group, is to bring a structured and continuous growth in our various brands, through a restructuring of the entire group. The development plans and investments have already been identified and are soon to be put in place at the international level.
The support of Calida, at the corporate level, it will be as financing partner or associate active, setting guidelines on production and marketing methods? Calida is an active part in redefining the corporate structure with the objectives of growth, development and General consolidation. Not pursue the policies of individual brands, as well as an interest in the research and development of collections.
Could be envisaged partnership between Lafuma and Calida in the retail, considering the many flagship stores of Calida?
The two partners, working in two different sectors and markets at the time did not assess prospects for synergy in the management of the business. By the time the policies are developed and managed independently, respectively.
The brands controlled by Lafuma, therefore, retain their identity and philosophy, or become more generalists, trying to expand by embracing new sectors?
The brand Lafuma Group are already very well positioned: Millet in the fields of mountaineering, ski touring, climbing, fast hiking, skiing and freeride in the Eider, Lafuma outdoor area, mountain, skiing, trail running, Killy ski in the high range; Oxbow definitely geared spaces surfing and snowboarding. The task of the group is to maintain high brand awareness and very clear the respective positioning. In Italy, thanks to a meticulous work and the provision of a reliable and professional service, all brand Lafuma Group are in constant and significant growth in the last two seasons.
Thanks for the nice chat and availability, see you soon!
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