Fielmann’s expansion policy in Italy

Fielmann, a German company specialising in the optical sector and in the retail sale of eyeglasses, has been present since 2015 in Italy, where it has sold more than 200 thousand pairs of eyeglasses.

This week, it will open its third branch in the beating heart of Reggio Emilia, in Emilia-Romagna. The branch will employ 7 people, 6 are specialist opticians. The team will be led by the branch manager Irene Martorelli.

The expansion strategy in Italy aims to strengthen the nationwide presence, reaching 40 shops in the medium term, with a sales target of 500,000 pairs of eyeglasses for a turnover of €80 million.

To support the strategy, Fielmann has recently presented its new multichannel ad campaign Occhiali da 10, with Italian chef Alessandro Borghese as its endorser. For the campaign launch, the company developed two new models, 100% Made in Italy, with its Italian designer, Marco Collavo, and long-standing Italian production partners.

 

 

Ph. Italian chef Alessandro Borghese


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