New branch in Portugal for De Rigo

The De Rigo Group, which specializes in the production and worldwide distribution of top-quality eyewear, has redrawn its European distribution structure and has strengthened the commercial network in the country of 'azulejos' and the great navigators of the past: Portugal.

Going totally against the general market trend, the Longarone-based group has in fact increased its investments by opening a new branch. As part of a development project that aims at the direct control of the distribution network in markets of high interest, the operation follows recently concluded openings in Korea, Croatia and Brazil.

«At a time of widespread crisis' commented De Rigo vice president Maurizio Dessolis, 'downturns in consumption and a reluctance to invest, this operation confirms our long-term vision, stability and daring. Our market share in Portugal was lower than in other European countries and we now intend to double our presence by expanding the portfolio of brands and by strengthening the Group's sales force».

The growth process that is already underway is being accelerated by De Rigo through more direct management that will allow targeted commercial and marketing actions to be carried out. Dessolis underscored: «Despite the signs of a market slowdown, we are going ahead with confidence. We will keep to the established strategic lines and respect the timing and stages of our development plan. The opening of the new Portuguese branch is in fact another step toward consolidating and strengthening the Group».

The objective is to exceed billings of Euro 12 million over three years, thanks to the acceleration of the commercial expansion of all De Rigo's brands and the increased marketing investments.

Given that De Rigo owns the Police, Sting and Lozza brands and is also the licensee for the production and distribution of twelve other brands, a strong market segmentation strategy will probably be pursued to support such a varied product offer.