Retail Network
Within the Preca Brummel system, many retail strategies and channels co-exist in perfect harmony.
BRUMS: this brand is retailed through a franchising network (225 openings following the first store in Corso Buenos Aires in Milan), mixed retailing (nearly 1,000 multi-brand shops throughout Italy) and 3 direct brand shops. Expansion towards the Spanish market is already underway while other areas of strategic interest include France and Eastern European countries.
Bimbus: this brand is carried by 12 company owned and operated direct brand shops, 61 affiliates and 1 Bimbus Outlet. It is well distributed on the national market above all in large urban centres.
Happening: a medium to large sized chain store that is company owned and operated and has a medium-range positioning. It carries a large assortment of men’s and women’s wear in many sizes and styles. Although geared towards the latest trends, the stores also cater to men and women with more classical tastes who don’t want to give up their own personal touch and originality. For children, the selection is quite diversified: soft colours and comfortable fabrics for new-borns, bright, trendy, spirited styles for older children.
The brand can be found at 20 brand shops around Italy.
High quality figures
In order to produce 7-8 million Preca Brummel items a year, there is a workforce of 7,000-8,000 around the world. This number reaches 12,000 during peak production periods.
Specialized Italian personnel flanked by specialized local personnel carry out the selection.
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Worldwide Production
The nerve centre of Preca Brummel S.p.A., including product development, creativity and sample production divisions, is located in Carnago in the province of Varese.
A trading company based in Hong Kong handles production in the Far Eastern countries that include China, Bangladesh and Vietnam.
Currently, 50% of production develops in the Far East, 25% in the Mediterranean (Turkey, Tunisia, Morocco) and 25% in Romania.
Once the product has been manufactured abroad, it is sent in Italy and then the finished product is sent to the operations centre in Origgio and Fiege. Here, each item is checked and verified then it is packaged for delivery. |
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Italiano