The Group decides to head upstream by increasing investments
The De Rigo group, specialised in the production and distribution of high quality eyewear worldwide, is rethinking its distributive structure in Europe by upgrading its sales network in the land of the azulejos and legendary navigators of the past: Portugal.
In total contrast to current market trends, the Longrone group is in fact increasing its investments by opening a new branch. The operation is part of a development project aimed at the direct control of the distribution network of highly interesting markets and follows a method similar to the one implemented in Korea, Croatia, and Brazil.
"In a moment of widespread crisis," - comments Maurizio Dessolis, Vice President of De Rigo, "of drops in consumption and diffidence towards investment, this operation confirms our long-term vision, our stability, and our courage. In Portugal, we held smaller market quotas than we held in other European nations, and our intention now is to double our presence by expanding on our brand name portfolio and reinforcing the group sales force."
In this way De Rigo will accelerate the ongoing growth process with more direct management to facilitate targeted sales and marketing interventions: "In spite of signs of market slowdown, " emphasises Dessolis, "we are moving ahead optimistically, holding the strategic course we plotted and keeping to the times and phases of our development plan. In fact, the opening of the new branch in Portugal is another step forward towards the consolidation and the reinforcement of the Group as a whole."
Our objective is to attain a turnover of more than 12 million Euros in three years through the accelerated expansion of all the De Rigo brand names and the increase in marketing investments.
In order to deal with such a varied range of products, given that De Rigo owns three brand names - Police, Sting, and Lozza - and is also the licensee for the production and distribution of twelve others, the strategy will consist of strong market segmentation.