L’Autre Chose tries to look beyond the pandemic. The brand has been part of the Sator private equity fund since January 2019. In 2020, it absorbed the brunt of the pandemic: it lost only one million euros. Now it invests in its future, launching a campaign focused on a message of hope for its customers. The post-pandemic will be a relaunch opportunity for the company, which controls the brand with the same name and Giannico, founded by the creative director Nicolò Beretta.
Only one million lost
L’Autre Chose closed 2020 with revenues for 14 million euros, one less than in 2018. The export share is 30%, while the online channel has reached an important share of 20%. According to Fashion Network, the company, which has its headquarters in Porto Sant’Elpidio (Fermo), employs about a hundred employees, and produces about 60,000 pairs of women’s shoes a year. In addition to shoes, the brand, which has a showroom in Milan and three single-brand boutiques in Milan, Rome and Turin, also designs clothing and accessories.
The relaunch
The company, which also owns the brand Giannico, wants to relaunch itself in the post-pandemic. For this reason, it decided to invest in an advertising campaign to “look at the future with optimism and confidence, supporting our loyal customers”, says Edouard Obringer, CEO of L’Autre Chose for under a year only. For Obringer, this campaign “wants to be a message of hope for all our customers, in such a difficult time for the market”.
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