Meltin
Meltin'Pot newly revamped collection by Leopoldo Durante
 

24 Jan. 2013

Meltin'Pot Signs Distribution Agreements

Meltin'Pot has kicked off 2013 with a series of initiatives that foresee positive results on the horizon.



After the Florence launch of the newly revamped collection by Leopoldo Durante, during Pitti Uomo 2013, the Italian jeanswear specialist has signed new distribution agreements with top distributors and agents in key European markets including Egomark London, in London for the UK market, Hot Pink in Oporto for Portugal, Pajalastra, in Bilbao for the Spain, Free Selection in Athens for Greece, Unionville in Antwerp for the Belgian market and Paris-based Up To Up for France.



"Our strategy focuses on always conquering more space in multi-brand jeanswear stores in Italy and abroad with our renovated collection, some new capsule collections and special products," comments Augusto Romano, owner, Meltin'Pot. At present Meltin'Pot's revenues come for 75% from Italy and for 25% from foreign markets. "We want to return to same distribution ratio we used to register three years ago that was 40% from Italy and 60% from foreign markets. For this we want to also start testing new extra-European markets such as Brazil and China through introducing independent stores, and in a second phase, through new retail strategies."



Also key for the company are special collaborations with two stores, one managed for January in Florence with Gerard Loft during Pitti Uomo, featuring a dedicated shop-window and an part inside the store. They also started a similar agreement in Paris with Kiliwatch. An analogous initiative is planned in Milan with Clan and with about 30 more prestigious European stores.



"We strongly believe in investing in retail initiatives for months to come. We think that independent stores are the best means through which we can present the market our new product philosophy and evolution."



Meltin'Pot expects to close 2012 with a €38 million turnover and forecasts to reach a 10% increase in sales by end 2013, especially thanks to womens' products and non-denim items. At present they are working with about 1500 stores and expect to reach about 1,700 by end 2013.
Maria Cristina Pavarini

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