Page 107 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

FORMA ITALIANA EM: Are the brands you distribute both Italian and

foreign?
CG: Yes, some of these brands are distributed, as well
as in Italy, in some foreign countries, to their great
satisfaction, including for the detailed information we
provide on the market. We are also thinking of taking
some brand in licensing.

EM: Many important Groups have turned to you in
The logistics are advanced, digitalized but not robotized; the past….
we provide a service where the human intervention CG: That’s true; the market has changed now and
counts for a lot. various multinationals entrust us officially and no longer
unofficially with their distribution. A recent example is
EM: What are your business units? that of one of the largest multinationals in the sector,
CG: Toiletries, with mass market products, which is which has entrusted us with the distribution of some
growing strongly; luxury, inherent to the sector of brands. The great change under way is a vision of
perfumery and cosmetics, Mabel, our retail point of sale partnership with the manufacturing company, with which
and the distribution of various brands, both in the mass well-structured programmes are devised hand in hand
market and in luxury. We are also carefully observing in an appropriate way, not for the turnover alone. The
the professional hair sector, where we see an excellent multinational corporations are increasingly concentrated
potential. on production, the launch of new products and the
marketing aspects; this is why commercialization and
EM: What is the added value that Forma Italiana logistics often become a burden for them; this is where
can provide? our role comes into play and where we can fully express
CG: In the first place, competence: our company has 50 our DNA. Of course besides all this, there is the trust in our
years of business behind it, of knowledge of the market; work, aimed at improving and consolidating business.
alongside this professionalism there is the ability to
provide all-round services. Our managers, for example,
are a great source of pride for us, as they manage
the brands we have in distribution very competently:
Giuseppe Guzzi deals with the mass market channel,
Gianluca Brandini, together with Piero Pelle, the selective
channel, Lara Lorenzini and Erika Segalin, Retail and
Marketing ,and Carlo Ostini and Gianluca Cristaudo
at the head of logistics. We are also implementing the
sector of IT, where a new manager is at the head of a
qualified team of people.

EM: the vices and virtues of the cosmetic sector,
nowadays…
CG: The virtues: cosmetics and perfumery are the only
business where luxury becomes accessible to the majority
of consumers. While it is true that few people can afford
to buy a suit by Chanel or Dior, it is equally true that they
can buy a fragrance from the same brand. Accessibility to
the luxury brand is a very important factor.

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