Page 76 - EM - Export Magazine Perfumery Edition

INTERVIEW

FORMA ITALIANA

THE FORMULA FOR SUCCESS?

DEDICATION, ORGANIzATION

AND IN-DEPTH KNOWLEDGE

OF THE MARKET

to other logistics that tend to standardize the process, is
that we speak the same language as our clients, we study
together the possible solutions as we know, first of all for
ourselves, all the categories of products, from make-up to
skincare, from toiletries to fragrances. Speaking of make-
up, we have, for example, been chosen for logistics by
the well-known Umbrian company Astra make - up; it is
typical of make-up to have very many references, and we
are able to prepare and ship very packages that are very
small and upwards. Flexibility and optimization of costs
are those determining factors that make the difference.
We put our competences at the service of customers,
INTERVIEw wITh meeting their needs, without weighing on the costs as the
investments for logistics have already been absorbed by
CLAuDIO GAbbAI, Forma Italiana. This branch of the business is giving us

pRESIDENT & CEO great satisfaction, the companies that have chosen us are
pleased and ask us to increase the work we do for them…
space permitting! Distribution is the other branch of the
EXPORT MAGAZINE: Forma italiana has expanded business that is growing; the Italian brands are increasing
its radius of action, implementing the activity of and so are the foreign ones, who contact is for distribution
some existing divisions… in Italy. We are all aware of how complicated distribution
CLAUDiO GABBAi: As part of the process of continuous in Italy, for many factors, starting from the geographic
growth of our company, two branches of activity are one, to the fact that there are various channels, each with
effectively in full development. The first is logistics. their own logics, to the question of marginality which is
Thanks to the acquisition of a new warehouse of 5000 increasingly delicate in the presence of a distributor. You
square metres, we now reach a covered surface area of have to be able to work very well and modestly, thanks
24,000 sq. m.. The location is strategic, as Lacchiarella, to to our 50 years of know-how in commercial distribution
the south of Milan, is 20 km. from Milan, 10 km. from the and the advantage of having our own logistics, we are
A7 motorway for the port of Genoa and 10 km from the able to obtain excellent satisfaction. The brands that
A1 motorway. The logistics, which we created ourselves, rely on us for the Italian market and some foreign ones,
is also used for third parties. We can offer an all-round have the advantage of having a single partner who, as
tailor-made service to all the companies in the sector it manages a part of the markets, is in relation with the
that want logistics coverage without having to deal with brand, obtaining commercial feedback which is very
it internally; this is for various reasons, from wanting useful to implement more suitable strategies. In this way
to concentrate on their core business, for reasons of some national distributors avoid being in competition
economic convenience. The advantage we offer, compared with one another, where the brand is stronger.

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