A unique new idea that shakes the market and changes the game. This is the essential initial component of a dominant firm, as it is now the CALZEDONIA SPA ITALIA underwear and swimwear products.
In 1987, the founder and CEO, Sandro Veronesi, brought an innovative way of selling products through a network of franchising CALZEDONIA stores to the market. Success was not long in coming. The initial range of products extended into lingeries, by creating INTIMISSIMI and TEZENIS brands became established in Italy and gained a significant share of the market.
At the same time, there is a strong growth of the international network of stores CALZEDONIA – INTIMISSIMI – TEZENIS, followed by impressive raise. CALZEDONIA, has expanded to more than 50 countries, INTIMISSIMI in more than 45 countries and TEZENIS in 31 countries , confirming its wide acceptance of the products and the stores from consumers while it recorded a turnover amounted to €2.4 billion. In Greece, CALZEDONIA operates 61 stores, INTIMISSIMI counts 52, INTIMISSIMI UOMO counts 4 stores, TEZENIS 14 stores and FALCONERI counts 3 stores.
In Greece, the first Falconeri store opened at Golden Hall, in October 2016, following the second, that opened its doors in October 2018 in the heart of Athens. As a new entrance, CALIN SA welcomed INTIMISSIMI UOMO, with 2 stores only for men, at The Mall Athens and at Mediterranean Cosmos, Thessaloniki.
In life as well as in business we have to be the protagonists, not the audience.
The success of CALZEDONIA SPA ITALIA is due to numerous factors such as the exceptionally wide range of products, the special importance that is given to fashion, style and trends and of course the supreme quality / price ratio of the products, as well as the need to satisfy even the most demanding customers.
The company functions with a vertical structure that provides flexibility and efficiency: the concept, the design, the production and the distribution of each individual product run internally or through associates. Sales are made through one-brand stores with direct management or through foreign distributors. In stores, attention is paid to even the slightest detail, including the internal environment of the store, the strategic positioning in dominant markets of major cities, and the extended training of the employees. In terms of advertising, the company has a strong presence in the media, with large campaigns and the endoresement of well-known supermodels such as Gisele Bundchen (for CALZEDONIA) and Irina Shayk (for INTIMISSIMI).The world-known actress Julia Roberts was the face of Calzedonia’s F/W campaigns and the mega star Sarah Jessica Parker is the face of Intimissimi’s commercial campaign. The world’s No.1 influencer in the fashion industry, Chiara Ferragni, has a long, strategic cooperation with both Intimissimi and Calzedonia brands.
The CALZEDONIA SPA ITALIA Company, using innovative and powerful concepts, has successfully changed the way consumers purchase “personal clothing” and more importantly has broadened its target audience in terms of gender and age. However, the most important part behind the success in numbers and sizes of development are the people. People, who are passionate, love and devote themselves to common goals and projects. These are indeed the values that describe and express a successful brand as envisioned by founder Sandro Veronesi.