Between bags and shoes, Coccinelle exceeds EUR 100 million in revenues. The domestic market generated 44% of revenues in the first nine months of the year. General Manager Emanuele Mazziotta is confident that the brand can continue to grow. Also thanks to the expansion of footwear.
Coccinelle exceeds EUR 100 million
2024 will be the first year in which the Coccinelle brand, founded in 1978 in Sala Baganza (Parma), will exceed EUR 100 million in sales. In the first nine months of 2024, revenues were up 13% compared to the same period in 2023. According to the company, this performance is the result of the strategy based on improving retail concept, customer experience, product and communication. The brand’s wide offer and prices (EUR 200-260 for bags) have undoubtedly contributed to attracting new and younger customers. The brand is targeting women aged between 35 and 45. To WWD, Mazziotta emphasised the investments the company is making in direct retail through new openings and restyling of some shops. Coccinelle is present in 45 countries and will land in Japan in 2025.
The positioning
The CEO explained the brand’s success also through a product offering that remains “faithful to the democratic positioning and the medium price range”. Leather bags are Coccinelle’s core business, accounting for 70% of total sales. Then there is small leather goods (22%) and from autumn 2023, footwear (5%). A category that is expanding. Starting with a simple capsule, the offer can now be called a complete collection. New entries also include a leather goods line dedicated to travel and a pet line that includes leashes, collars, waste bag holders and ball holders. Coccinelle is owned by the Korean fund E-Land, which acquired it in 2012 from the Mazzieri, the founding family.
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