Intimo più mare n° 212 - Luglio 2018

ENGLISH TRANSLATION
COMPANY PROFILE (on page 82)
SELMARK
INNOVATION AND QUALITY
A team of highly skilled professionals, technical innovation and
collaboration with the best European suppliers guarantee a
high-level product at a competitive price
Selmark was created in 1975 in Galicia, Spain. Fruit of the tenacity
and savvy hunch of Amador Pérez, this underwear, lingerie
and beachwear company is now in the hands of Rafael Pérez, the
founder’s son. Years of hard work and a policy that makes no concessions
when it comes to quality have decreed the success of the
brand, which over the course of the last ten years has significantly
expanded its range of products, lowered costs, improved manufacturing
processes and managed a major achievement in terms
of international expansion. As a matter of fact, Selmark is currently
present in more than 50 countries. The company boasts
annuals sales around 30 million euros, 87% of which thanks to
the wholesale channel. The most important slice of the sales pie
(some 80%) is made up of intimate apparel and lingerie, while
the foreign markets currently account for 32% of total sales. The
secret to this success is a unique mix of state-of-the-art technology
and Spanish artisan craftsmanship, capable of guaranteeing
a fashion product flourishing a perfect fit, a product customers
can count on to wear for a long time. In this winning formula,
innovation is applied at every phase of the manufacturing process,
from design to production and distribution, and all in total
respect for the well-being of people and the environment. When
it comes to the materials employed, Selmark deals only with the
best European suppliers, including Carvico, Jersey Lomellina,
Bbischoff, Brugnoli and Dogi.
The company’s range of products is extensive, featuring collections
of underwear, homewear, beachwear, healthcare and active
items, designed to satisfy any need in terms of function, as well
as style. Indeed, we have included a touch of sexy, playful, comfortable,
slightly cheeky and sporty contents, all with an eye to the
overarching concern quality.
The company regularly participates at the most important trade
shows in the pertinent sectors, such as the Salon International
de la Lingerie in Paris and Maredamare in Florence, and its
collections are carried by the best department stores all around
the world, the likes of El Corte Inglés, Coin, Palacio del Hierro,
Liverpool, Seibu, Sogo, Mitsukoshi, Shinsegae, Parkson and
Central Dpt Store, and in more than 4,000 specialized stores
scattered all over the world. But the thing the Spanish brand is
most proud of is its work team, composed of highly motivated
professionals with an enduring loyalty to the company.
The brand strategy for the immediate future involves enhancing
its outstanding portfolio of brands with a premium brand under a
licensing agreement and the expansion of the most recent product
lines: beachwear, sleepwear, active and healthcare wear. It
also intends to further perfect the distribution and sales strategy,
transforming its business model into a digital form.
SELMARK IN ITALY
Since April of 2014 Selmark has also been present in Italy with its
collections of foundation garments and beachwear. In particular,
we have the basic catalogue, featuring bodysuits, with cups up
to size F, bras with cups up to size G, and the fashion collections
characterized by an important new development, i.e. differentiated
cups. The autumn-winter collection will also be featuring a
new line of sexy lingerie, with pajamas and kimonos, as well as
long and short slips in modal, satin and silk, all combined with the
lace adorning the foundation garments.
The Selmark Mare collection features structured one-piece
swimsuits with differentiated cups all the way up to D and bikinis
up to cup size E, combinable with various different types of
bottoms, from skimpy thongs to the more demure high-waisted
briefs. The beachwear collection also boasts a younger line with
differentiated and regular cup sizing. The smart bikini selection
often includes push-up models. Among the most popular models
one finds molded tops with cup sizes up to G, underwiring all the
way up to cup size E and bodysuits up to cup size D, as well as a
special bridal line, slips and luxurious kimonos.
Currently, Selmark is carried by some 500 retail outlets scattered
throughout Italy, from north to south.
SHOWROOMS (on page 84)
ALTIERI TRADING
A WINNING FORMULA
For Gianluca and Diego Altieri the continuous updating, the research
and the moments of comparison are the strengths to face a
market in continuous evolution
A long business story made up of experience, passion and market
savvy: these are the essential ingredients that have gone into
the creation of Altieri Trading, a manufacturers’ rep company
owned by Gianluca and Diego Altieri with headquarters in
Naples, a winning formula. "Following an extensive professional
training period, working in the well-establish manufacturers’
rep company founded in 1962 by our father, Gaetano, we
have carried on, honoring the values of devotion, integrity and
passion which he championed and taught to us. At a later point
the agency was further developed by expanding the client base
and enlarging the scope of distribution activities to include other
sectors,” the two brothers explained.
Their main business territory is the Campania Region and over
the course of the last several years they have been handling all
of Southern Italy for the Ermanno Scervino, Nude Beachwear
and Grazia'lliani brands. The brands they represent include
some of the most important, top-level names in the underwear,
beachwear and apparel sector, prime examples of Italian fashion
and design excellence, that remarkable Italian savoir faire that is
so highly respected throughout the world: Ermanno Scervino,
Blumarine, Blugirl, Pepita Perofil, LFDL laFABBRICAdelLI-
NO, Grazia'lliani, Tavus, Neera, Nude and Miriam Stella. A major
strong point of the Altieri brothers’ business is the generous
amount of room offered by the showroom, 300 sq. meters in the
Agnano district of Naples.
The space is furnished in a stark, spare manner, extremely modern,
with special spaces for meetings, the offices and the collections
being displayed. It’s a trendy space, convenient to find and
get to, offering a dramatic first impression from the outside with
its spectacular mirrored glazing. Gianluca explained: "Customers
are happy to come to our showroom with its strategic location and
good connections, even if I feel that it’s essential for us to continue
calling on both established and new customers." Gianluca and
Diego Altieri also organize events at their boutique, as well as
meetings and get-togethers between the company and their customers
in the showroom. When it comes to market and sales performance,
Diego had this to say: "The beachwear and activewear
sectors, as well as the whole field of women’s casual apparel are do-