Furla Brand Enters The Field Of Decoration All The More For Life.

< p > 2014 is very important for Furla, a family business in Italy. This is a crucial year for the company to enter the new level.

In the just concluded 2013, Furla sales were gratifying, an increase of seven percentage points compared with 2012, and at the same time, it was making full progress in the field of accessories.

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< p > < strong > comprehensive pformation of the global "a href=" http://www.91se91.com/news/index_c.asp "store" < /a > /strong > /p >

P, inspired by the eighteenth Century headquarters of the company's headquarters, Furla has begun to pform various stores around the world, including materials such as red sandalwood and Italy travertine marble, which will be applied to the whole world, making the whole sense of elegance and modernity.

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< p > "we are not just a shop selling handbags."

Eraldo Poletto, CEO of a href= "http://www.91se91.com/news/index_c.asp" Furla < /a > defines the brand store that will be reopened at 221 Regent Street, London, which is one of the most important flagship stores of Furla.

"We have been developing very fast in the past 3 years, and now we need to accomplish this pformation in an unprecedented market."

Eraldo Poletto said.

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< p > the store on Regent Street extends to 1938 square feet, two storeys.

Opposite the shop is Michael Kos (MichaelKors) accessories shop, not far away is Longchamp store, these are Furla's strong competitors.

The renovation of Regent Street's brand shop is not the only Furla changing shop, but it is the only one in the pportation hub of the tourist area.

45 stores in the world have been pformed since August 2011, and more stores will be changed gradually. It is expected that 25 stores will be renovated in 2014.

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< p > Furla attaches great importance to the cities that tourists and consumers frequently visit all over the world. These cities are also the places where the brand can be made full of money.

The company has made these cities the "Silk Road", from Tokyo to Beijing, Shanghai, Hongkong, Dubai, Moscow, Rome, Florence, London and New York.

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< p > recently, a new store opened in Florence. Besides, Furla flagship store in Fifth Avenue, New York, will start in May.

It is reported that the company signed a joint venture contract with Hongkong Feng's group, and plans to further open more than 100 stores within the scope of big China.

At present, the Furla brand has 24 stores in the Chinese market.

Japan is currently the largest market in Furla. It has 69 stores in Japan. The company is making full use of its presence in Japan to expand to other Asian markets.

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< p > strong > 2013, online and tourism sales grew rapidly, < /strong > /p >

< p > in the just concluded 2013, Furla sales were gratifying, an increase of seven percentage points compared with 2012, but Eraldo Poletto said that this figure still has room for improvement.

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< p > the company expects to sell 228 million euros in 2013, or 300 million 900 thousand dollars at an average exchange rate.

According to the constant exchange rate, sales have increased by 14.5%.

In 2012, Furla's sales reached 212 million euros, or $274 million, an increase of 38% compared to 2010.

In the past 3 years, Furla sales increased by 45%.

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Less than P, Italy accounted for 24% of the total sales last year, compared with 8% in 2012, while the proportion of Japan, which occupied the first place in 2012, accounted for 23% of the total sales in 2013, compared with a decrease of four percentage points. Europe, the Middle East and Africa accounted for 30% of the total sales volume, while the Pacific Rim accounted for 14%, of which the United States accounted for 9%.

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In P, 2013, online sales increased by 41%.

Sales of tourist retail outlets increased by 37%, and the leap from 33 to 175 of airport shops made a notable contribution to this increase, the brand's airport shops and 44 countries.

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< p > < strong > with real estate brand, the real estate space < /strong > /p >

< p > Furla is owned by the founder Fu rlanet to family. Poletto said that the company is completely self-sufficient, without any debt and interest or interest tax, depreciation and amortization are very healthy.

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< p > Poletto said: "we are in a favorable position -- we do not compete with the" a href= "http://www.91se91.com/news/index_c.asp" luxury "/a" big cards, such as Prada (Prada), LV (Louis Vuitton) and GuZi (Gucci), but we have a good match in the real estate space. "

Poletto disclosed that the company has stripped the brand owner Furlanetto family from the ownership of real estate, which simplifies the structure of the company.

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Less than 80% of the sales volume of P > Furla is completed through its own retail stores, including franchise stores.

The remaining 20% came from wholesale sales.

At present, the brand has more than 300 retail outlets in the world tourist area, and Poletto also says it plans to expand the channels for wholesale sales.

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< p > Poletto thinks: "the main challenge is that our rapid growth needs to rely on greater field space to compete with stronger competitors, so we need to guarantee the top estate areas."

His goal is to sell Furla to 500 million euros, or 680 million 700 thousand dollars at current exchange rates.

"Ensuring adequate field space is critical, and once sales can be achieved, sales growth is a natural thing."

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< p > over the past two years, Furla has been investing in updating existing sales outlets and opening more stores.

During the 2012-2013 period, Furla opened 167 stores, including 97 in 2013 (including 51 new stores and 46 refurbished shops), accounting for 70 (13 new stores and 57 renovation) in 2012.

At present, Furla has 344 brand stores, of which 164 are direct stores, accounting for 59% of total sales, and 180 are franchised stores.

In addition, the brand has also entered 1100 sales outlets.

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< p > < strong > introduction of brand franchise rights < /strong > /p >

< p > besides the expansion of retail stores, other plans are also in progress: Furla will operate a Chinese online sales website in February (both Europe and Japan are equipped with official website), and may also consider introducing a brand franchise.

The company has seized the eyeglasses business license of Italy manufacturer De Rigo SpA, and Poletto has revealed that the company is willing to cooperate with a company with a professional field like De Rigo.

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< p > clothing is not on the agenda.

Poletto said their focus was on accessories, and wanted to show them in cultural and art venues, such as last November, when the brand exhibited the spring series at National Museum, Tokyo.

The spring series is shot by Marton Perlaki and Philippe Lacombe.

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< p > Poletto added that more single products, such as Furla candy series, are being prepared.

He said: "that is a product of cross generation, it shows the vitality of the brand.

We must continue to summon up courage and play new ideas instead of playing safety cards. "

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