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In 2006, Trudi launched the RETAIL project and opened its first directly managed store. In 2007, are beyond 20 Trudi Stores were opened in Italy and the company wishes to increase the number of directly-managed or franchising Trudi stores in Italy and abroad. This strategy has the objective, on one hand, to strengthen the Trudi image in the markets where the brand is already present and recognised, and on the other, to become strongly visible in emerging markets like Slovenia and Bulgaria, where Trudi has recently set foot with the inauguration of three mono-brand stores in Sophia (BG), Ljubljana and Maribor (SLO).
The strategy of retail development is mainly based on:
- Strengthening of the mono-brand formula by favouring the opening of directly managed stores, which are easier to control, both commercially and financially, to manage and make it easier to apply the company's main strategy at local level.
- Enlargement of the product mix, for the creation of a total look.
- Accurate selection of distribution networks and location to improve the profitability of the Trudi store and favour a positioning that is coherent with the leadership of the groups' brands. |
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