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IMELDE CAVALLERI: EUROPEAN INDUSTRY MUST FOCUS ON EXCELLENCE
Rome - (Ign) - "More than a business, this for us is a craft we work at with love and passion. It is above all my and my husband Stefano's love for children that has guided us for 25 years". This is what Imelde Cavalleri has to say about 'I Pinco Pallino', the group that represents a guarantee of quality at the top end of the international market of children's clothing, with its two brands 'Pinco Pallino' and '1950'. This is a company also interested in social issues: the meeting of Imelde and Stefano Cavalleri with Scott Neeson, founder of the Cambodian Children's Fund, led to the idea of building a school, which was opened in Phnom Penh, capital of Cambodia, on 20 March. Thirty children are housed in the structure (but many more are welcomed in to be given food) and follow an educational programme which unites study with play.
How did you and your husband enter this sector?
Stefano and I had been working on women's wear for some time, but we had a dream: to work for children. We were short of funding, however, and we turned to a bank, which believed in our project and granted us the money necessary to begin. The early years were extremely tough, but we were absolutely set on continuing because we were convinced that there was room in the market for a top-of-the range product, which could be exported, with short production times. And that's what happened: we thought from the start that we would need to concentrate on what we did best, and that is creativity and organisation, while outsourcing the actual production phase. Today, Pinco Pallino has a turnover of 20 million euros, 85 employees and 30 international retail outlets, in addition to being present in 400 multi-brand stores. Revenue grows by 7% per year.
How important is the foreign market in your business?
I would say that it is fundamental: we export 55% of production. Our markets of reference are France, Germany and Japan. Our shops, in addition to Milan and Rome, are in the major world capitals: Berlin, Paris, Tokyo, Taipei. We also have eight sales points in Taiwan. Now we are focusing on an extremely interesting market, that of Eastern Europe. We have recently opened a new store in Moscow and one in the Ukraine. The Russian market, in particular, is giving us satisfaction, and today represents 5% of the group's sales.
There is a lot of talk about family-run businesses, and much of it is disparaging. Yours on the other hand is a success story. Why?
Because ours is family-based, but with great assistants. Our human resources are of the highest level, and we are using them to the best of their abilities. And then there is a short hierarchical ladder based on personal relationships at all levels, which ensures high-speed decision-making. If today we can consider new projects and the further expansion of our group, it is thanks to the quality of our staff.
How is it possible to fend off in the textiles sector the competition from countries with low labour costs such as China, but also India, Bangladesh, Turkey and Eastern Europe?
The competition from countries with low labour costs is evident and strongly felt, but those like us who make products at the top end of the market are not particularly affected. But the truth is that not just our sector, but European industry as a whole can only overcome the Chinese challenge by focusing on excellence. If Europe wants to survive and maintain a high standard of living, it must become the dream of the new rich, who must perceive that they should turn to products from the old continent when they are looking for high quality standards, unique design, and elegance. What we need to maintain in Italy and in Europe are intellectual property, taste and branding, while a few stitches can be sewn in Bergamo just as they can in Shanghai. This is the reality: each producer must think of new industrial strategies in line with the product. To do this you need to believe in your company: I Pinco Pallino invest 8% of turnover in research and development. How many other companies do this?
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