Distribution

Sales strategies

NeroGiardini, a phenomenon that has always focused on the exquisite quality of Italian manufacturing, sees none other than Italy as its prime target market, where it leads the mid-range sector with outlets nationwide. And when it come to distribution too, the company’s strategy has included pioneering a modern system based on the presence of NeroGiardini showrooms throughout the territory to support its sales network and provide places in which to meet its clientele.

The brand distribution is based on a mixed formula, consisting of proprietary, franchised and multi-brand stores.

Single-brand retail outlets

The point of sale presents a decor with a minimal, modern design characterised by an elegant contrast of black and white shades, in the style of the NeroGiardini mood.

THE NEROGIARDINI POINT OF SALE IS CHARACTERISED BY A BRIGHT, TRENDY, MINIMAL ENVIRONMENT IN WHICH THE CUSTOMER CAN ENJOY THEIR OWN PERSONAL SHOPPING EXPERIENCE, AND PURCHASE FINE ITALIAN PRODUCTS.

Since 2003 the company has opened 21 proprietary single brand NeroGiardini retail outlets: in Milan in Corso Venezia in the fashion district, in Florence in the Ponte Vecchio area and in Via del Corso 18, in Rome and in the “Porta di Roma” shopping centre, in Marghera in the “Nave de Vero” shopping centre, in Marcianise in the “Campania”shopping centre, in Marcon (VE) in the “Valecenter” shopping centre in via Mattei, in Turin in Via Pietro Micca, in Trieste in the “Torri d’Europa” shopping centre, in Treviso in Via S. Agostino, in Senigallia (AN) in the “Il Maestrale” shopping centre, in Chieti in the “Megalò” shopping centre, in Martignacco (UD) in the “Città Fiera” shopping centre in Via A. Bardelli and in Modena in the “Grandemilia” shopping centre in Via Emilia Ovest, in Orio al Serio (BG) in the “Oriocenter” shopping centre, in Antegnate (BG) in the “Antegnate” shopping centre, in Casalecchio Di Reno (BO) in the “Gran Reno” shopping centre, in Grugliasco (TO) in the “Le Gru” shopping centre, in Rimini in Via Garibaldi 14, in San Giovanni la Punta (CT) in the “Le Zagare” shopping centre, in Ragusa in the “Le Masserie” shopping centre.

NEROGIARDINI SHOWROOMSMILAN, ROME, CIAMPINO, BARI, BOLOGNA, CHIVASSO, GENOA, PADUA, PALERMO, CATANIA, PRATO, S. BENEDETTO DEL TRONTO, ORISTANO AND VIBO VALENTIA.

NeroGiardini franchising, multi-brand, shop in shop…

Regarding multi-brand stores, in Italy there are no less than 1,500 retail outlets that constitute the distribution network for NeroGiardini products in the territory. In the last few years, over 500 of these have created single-brand corners within their spaces, dedicated to displaying NeroGiardini shoes and accessories. Another 100 will soon be added to these in keeping with a strategy that aims to develop the brand and its image.

Another distribution channel are the shop-in-shops, true NeroGiardini stores, with decor provided by the company, located inside large multi-brand stores spaning areas of120 square metres and more. The feather in the cap of the NeroGiardini distribution policy was the purchase of the building at no. 9 Corso Venezia in Milan, the road dedicated to shopping in the very heart of the city, where the brand is present with a single-brand store offering the Adult and Junior collections, and two showrooms. An investment of 40 million euro for a total surface area of 2,400 square metres destined to host an extension of the current flagship store with all the Adult, Junior and clothing collections, as well as offices and showrooms for the international development of the brand.

In foreign markets, which today account for 20% of the total turnover, NeroGiardini is present in a number of countries including Belgium, Spain, France, Germany, the Netherlands, Switzerland, Portugal, Austria, Russia, the US and Canada. Revenue from export sales is predicted to increase gradually over the next few months, starting with Europe, and is expected to eventually account for 40 to 45% of the total brand turnover.