COMPANY PROFILE
Index Overview Mission Customers Stores Design & Product Development Communication New Media & CRM In-store Events Social Responsibility Press Clippings p. 1 p. 2 p. 3 p. 4 p. 5 p. 11 p.12 p. 13 p. 14 p. 15
Overview Upim was founded in 1928 when it opened its first store in Verona. Its long history as a department store came to a turning point in 2009, when Gruppo Coin bought the brand and completely overhauled the formula. Following the purchase of Bernardi in August 2012 an important sales network development plan was put in place. Sales of 239 million in 2017 Over 200 stores Average retail surface of 800 sqm in own-managed stores 1
Mission Upim is an everyday low-price department store, A reference point for value for money, accessible shopping, designed to meet the real needs of families. Upim is close to people. 2
Customers Target customers: families with kids Women (86%), Men (32%) 25-44 years (45%) and 45-64 years (35%) Real people who value everyday, moneysaving offers. 3
Stores Over 200 stores, located in city centres, shopping malls, and residential areas. Upim offers products ranging from clothing for all the family, toiletries, cosmetics, and home decoration. 4
Design & Product Development Upim Design & Product Development Department is led by fashion directors who work closely with designers, product managers and pattern makers to ensure the constant arrival of new collection for men, women, kids and home decoration. Upim housebrands: WOMENSWEAR Iwie Nice & Chic Nymos Kate Mee Rosa Thea MENSWEAR Man_Code J. Hart & Bros. Privacy Project KIDSWEAR Blukids HOME DECORATION Croff 5
Design & Product Development WOMENSWEAR Woman Young woman 6 Underwear Accessories Curvy
Design & Product Development MENSWEAR MAN_CODE Formal Casual 7 Underwear Accessories
Design & Product Development KIDSWEAR Blukids is the Upim clothing brand dedicated to kids. Its mission is to offer active clothing for kids aged from 0 to 15 years, following every growth stage, with a range of everyday, low-price clothing. The collections stand out for their quality and use of natural fibres, always at affordable prices. 8 Blukids has renewed its formula, opening over 250 stores in Italy and abroad. The communication concept shows real kids and not the stereotypes seen in adverts. Kids running, fighting, crying, laughing, getting dirty and hugging. Their beauty lies in their authenticity, and Blukids clothing is cut out for this way of living.
Design & Product Development HOME DECORATION Croff is all about the young, modern and informal home, with collections for all of the main areas: soft furnishings, tableware, kitchenware, accessories and complementary furnishing items. It is a reference point for homewares, aimed at satisfying specific demand with good-quality basic products at accessible prices. The range of soft furnishings and accessories is renewed regularly with the launch of seasonal collections. 9
Design & Product Development QUALITY Upim works pro-actively to ensure quality. Laboratory tests and quality controls are carried out annually by suppliers and independent thirdparty test institutes, to guarantee that the quality of products complies with the standards in terms of in-house requirements and current legislation with regard to production, materials and procedures. 10 For many childrenswear and underwear products Blukids uses Biocotton (grown without the use of any synthetic agricultural chemicals) and is certified by Oeko-Tex to make sure no chemicals are used in the garments. The company is part of the Better Cotton Iniative.
Communication Upim is close to people in their daily lives. Attention to contemporary style and real living, listening to the actual needs of its customers are what make Upim a daily, familiar, presence in the home. A real point of reference, wherever it may be. "Upim means home. 11
New Media & CRM 12 UPIMCARD: 630,000 cardholders Social Networks Upim.com
In-store Events Partnership with Donna Moderna ((one of Italy's most popular women's magazines): Donna Moderna castings took place in Upim stores to select to select the faces for advertorials dedicated to brand collections. Partnership with Casa Facile (one of Italy's most popular design magazines): Casa Facile style experts in Upim stores to present Croff home decoration ranges to customers. 13
Social Responsibility 14 Il filo dell Amore Blukids for Amici dei Bambini Christmas gift tags Upim & Oxfam Italia and Upim & TelefonoAmico Italia
Press Clippings 15
Press Clippings 16
UPIM Via Terraglio 17 30174 Venezia Mestre www.upim.com