Mr. Brosway speaks. That is Lanfranco Beleggia, founder and sole director of the Bros Manifatture group, the one who invented brands such as Brosway jewels and S’Agapò. The entrepreneur explained to Sole 24Ore what his strategies are and anticipated the company results. Which, despite the crisis, are not bad at all: the 2012 budget closed with revenues of 38.8 million euros (+1.3%). A not insignificant increase, given that the crisis has put many fashion houses in difficulty, even if less than the +43% of 2011. Of these 38.8 million collected, Bros Manifatture has an Ebitda (i.e. gross profit) of 20%. The greatest satisfaction, however, is that of going against the trend. While consumption in Italy decreases (for the sector we are talking about -20%), Bros Manifatture generates 95% of its revenues in the Bel Paese.
Proudly it is our reference market and the objective is to maintain it, but we are studying other markets, starting from the United States, because we will focus on internationalization”, explained Beleggia to the newspaper. In short, now the Marche producer wants to export its success. In addition to the USA, the targets are also Germany, France, Northern Europe and Russia. The formula will remain the same: accessible jewelry for all, conveyed with a significant investment in communication: over 7 million. Which includes non-traditional initiatives: «Days dedicated to customers in the shops, but also evenings at the disco where we tell the kids our story», specifies the entrepreneur. Events such as the sale of a limited edition Love edition ring for Valentine’s Day: 15 thousand pieces from morning to evening.”
On the other hand, the importance of the Internet is not lost on the company: «The expert in the Internet world is my daughter Beatrice, who is 23 years old. In just one year we reached 200 thousand fans on the Facebook page. The other two sons, Valerio and Maurizio, who are older, deal with product and marketing respectively”, adds Beleggia. Which will continue with the careful targeting of home products, such as those of S’Agapò, a low cost product, with prices of up to 30 euros. «The rewarding strategy enhanced the peculiarities and differentiation of each individual brand in terms of product, distribution and communication. And a multimedia project is in the pipeline for May: a competition that will involve a campaign on print, web and TV”, concludes Beleggia.
