Bros Manifatture - Company profile 2008 ENGLISH

C O M P A N Y P R O F I L E

2008 company profile

BROS MANIFATTURE

bros manifatture company profi l e5

7 Introduction Bros Manifatture 8 The history 10 The group 11 The results 12 Mission and Vision 13 Core values.

The qid factor: quality, innovation, design 14 The internal and commercial

structure of the company 17 Bros watchstraps 19 Brosway Jewels 21 Brosway Watches 22 Brosway communication 26 Brosway Jewels advertising 2006/2007 31 Brosway advertising 2008 36 Brosway’s network 41 Trade shows 42 Brosway awards

I N D E X

Lanfranco Beleggia, a dynamic

and driven entrepreneur,

founds a watch wristband

manufacturing company

in the Montegiorgio area.


Bros Manifatture was created towards the end of the 1970s and started off as a craft manufacturing company of high-end watch wristbands. Soon the company began making headlines for its impeccable quality and attention to details. Its commitment and devotion were soon rewarded: the company became a reference point among connoisseurs around the world. From the 1980s on Bros has been recognized as a leading Italian player, synonymous with Italian quality and style. With the new millennium Bros Manifatture reconceptualizes itself, evolving into a multi product enterprise. In 2002 the company launches Brosway Jewels, a trendy anthology of stainless steel, gold and diamond jewels raising the bar in terms of quality, design and innovation. Strategic advertisement investments placed the brand under the lime light, collecting a long string of media features (national tv, press, radio and billboards). As part of its total communication strategy, Brosway introduces its first international spokesmodel: the Spanish actress Penelope Cruz. Through the years Brosway’s jewelry production grows exponentially, becoming the company’s core business. Today, Brosway is known and appreciated globally and continues to set the trends. Production still takes place in the original manufacturing plant, located in the Italian region of Marche, keeping in mind its artisan roots. Adored by the hippest celebrities, Brosway caters to those who enjoy sporting an elegant, yet informal piece of jewelry. Brosway Watches, the company’s latest line inaugurated in October 2007, featured as many as forty one timepieces. This sporty, dynamic and energetic collection was chosen to be the official sponsor of the Italian national rugby team, obtaining a mind blowing success.

INTRODUCTION TO BROS MANIFATTURE


1979

bros — Bros brand

is created. The

label is designed

to manufacture

and distribute

watch wristbands.

1990

dhiva — The

expansion process

continues with the

creation of Dhiva,

a brand designed

to manufacture

and distribute

jewelry cases.

1991

officina italia

The Officina Italia

brand comes to

life. A perfect

synthesis of the

world renowned

Italian tailoring

tradition when it

comes to watch

wristbands.

1994

foreign expansion — Bros

manifatture

begins its foreign

expansion,

strengthening

the growth and

development

process

undertaken in the

previous years.

2002

brosway jewels

Without

abandoning the

watch wristbands

business, in

line with the

innovation and

development

strategies

actuated, Bros

manifatture

evolves again,

launching a new

brand, Brosway

Jewels. The line,

initially solely

distributed in

Italy, gathers a

collection of highly

fashionable jewels,

a perfect blend

of the trends in

high demand and

the individual

personality of the

consumers.

THE HISTORY

It is in the ‘90s that the company

evolves, experiencing a strong growth

and moving to larger buildings.

New challenges are taken on and new

brands are created until the company

reaches the current strong structure.


2003

brosway jewels international Brosway climbs on

top of the fashion

jewelry industry

The success

obtained by our

jewel line called

for a worldwide

distribution of the

Brosway Jewels

brand.

2004

worldwide presence — Bros

manifatture

strengthens its

presence in 25

countries around

the world.

2005

investment in communication Brosway

communication

strategy becomes

total, reaching the

radio, national tv

channels, press

advertisements

and participating

in the main

international trade

shows.

2006

penelope cruzBrosway

introduces its first

spokesmodel in

the Italian market:

the international

actress Penelope

Cruz. The

gorgeous Spanish

actress has that

latin charm and

natural elegance

that is in perfect

harmony with the

Brosway brand.

2007

brosway watches

The Brosway

brand already

consolidated in the

fashion jewellery

international

market launches

a new project

with a new brand

extension. The

challenge affords

Bros manifatture

company a

homecoming

to the world of

timepieces. The

very first collection

of 41 models was

introduced on

October 2007.

For the near future the company

is planning on expanding the

fashion accessory line.


Over the years, through product range expansion, and the creation of multiple brands, the company has become a real multi product producer through Dhiva brand for jewelry cases, Officina Italiana brand for watch cases and high end straps; Brosway Jewels brand for steel fashion jewels with gold and precious stones and Brosway watches brand for fashion watches. Moreover, the company was selected for the Italian distribution of the brand Energizer, watch batteries.

THE GROUP

2004 2005 20062007


THE RESULTS

the turnover — Bros manifatture’s brilliant performance is proven by its turnover that closed at 18 million Euro in 2006 (+ 50% Vs 2005) and ended at 24 million Euro in 2007 (+33% Vs 2006).

distribution — The achievement of such results is mainly due to the company’s policy that entrusts product distribution to direct sales, allowing the company to constantly stay in touch with the end user. This policy proved to be a successful one and not only on a national level. In the last few years, the company has widened its presence penetrating the international markets.

24 million

18 million

12 million


MISSION

VISION

Bros Manifatture’s universe shares one philosophy and a strong personality, boasting originality, innovation and quality. All Bros’creations conjugate fashion trends with an essential, yet exclusive and fascinating style.

Bros is a way of being, a dynamic, innovative essence that is worlds away from conventionalism. Proposing new collections is not simply an answer to a market need. It is a way to express a burgeoning company’s creative genius.


2 31

CORE VALUES:

THE “QID” FACTOR. QUALITY, INNOVATION, DESIGN

Q U A L I T Y

Bros manifatture rightly holds a key position within the Italian manufacturing tradition, thanks to its taste, sensibility, attention to details and craft-like creativity applied to every step of the production ladder.

I N N O V A T I O N

Along with the stylistic research, Bros manifatture is constantly engaged in the search for new solutions, developing numerous patents relative to clasps, particular links and other parts. The company has always believed in the strategic power of keeping a proliferating internal research and development department, in charge of both stylistic and technical aspects of production.

D E S I G N

Bros manifatture invested large resources in the design R&D. Efforts that resulted in an innovative, fancy, simple and elegant design that at the same time exudes personality and the unmistakable touch of made in Italy goods.

The nickel free steel 316, normally used for surgical instruments, is the common denominator for all the Bros manifatture products, reinterpreted for each brand and for each collection in order to anticipate the most sought after trends by the clients.


THE INTERNAL AND COMMERCIAL

STRUCTURE OF THE COMPANY

n General directorThe General Director manages

the activities related to all

production and business aspects,

presiding over the strategic

development of the company

within the new markets.

Lanfranco Beleggia, founder of the company, with his sons Maurizio and Valerio

n Marketing officeThis office handles all aspect of strategic marketing planning. Also,

they work closely with the commercial office and the style office and

take part into the implementing of operation marketing strategies and

communication.

n Style officeThis office is comprised of a pool of internationally acclaimed

accessories stylists and accessories designers, working on the

development and launching of all new products under the supervision

of the Product Manager. The latter juggles between sales and

production also managing all branding policies.

Bros manifatture counts on a wide and well defined structure.

Currently, the headquarters employs inner 90 people (average 30

years old) and 70 outside, coordinated from Montegiorgio (Ascoli

Piceno – Marche region).


n Graphic departmentWithin this department, a number of graphic designers take care of

the coordinated company image (global identity of the company);

through the production of brochures, company catalogues,

promotional bill boards, and coordinating all web site operations.

n Commercial officeThis office manages all sales

channels and business relations

with the already existing clients,

along with seeking new ones.

Along with the aforementioned

duties, the commercial office

defines the market penetration,

implements commercial

initiatives aimed to the market

development, elaborates the

company’s budget and supervises

the entire domestic reps and

distributors’ network.

n Export dptThis office handles both domestic

and international distributors,

keeping them abreast of the

brand’s novelty lines. Besides

the aforementioned duties, it

also processes export orders,

determines pricing, and arranges

trade show attendance.

n Administration officeThis office handles the

general accounting and

budgetary aspects, invoicing,

credit collection, warehouse

management, data elaboration,

bank and supplier relations,

client and external consultant

relations.

n Purchasing officeMainly manages all relations with

Italian and foreign suppliers,

freight forwarding companies,

also monitoring imports,

purchasing and accounts

operations besides carrying out

general back office activities.

n Press office and communicationThis team of professionals handles the information flow coming from

within the company, filtering and forwarding them to the media:

newspapers, radio stations, tv and magazines. They promote and

organize events, create all communication and development strategic

plans, also managing the product information, daily press reviews and

personal contacts with the media representatives.

n Production divisionThis division supervises all the aspects of production: setting

diamonds on steel bases, molding, metal processing for the Brosway

lines and cutting, sewing and glazing for the Bros Manifatture,

Officina Italia and Brosway Watches wristbands. This department is

also in charge of packaging creation for the Dhiva branded jewels.

time, hands and expertise.


Thanks to its impeccable quality and its capillary domestic and

international distribution network, Bros is today a staple in the top

tier wristband market. Bros Manifatture resonates worldwide with

quality, design and innovation.

luxury manufacturing —All aspects of

production are directly supervised by the

production division. Glazing, painting,

cutting: every single step is hand-

produced as no machine could possibly

work the materials with such gentleness,

bestowing each piece with tremendous

personality. Since its inception, Bros

has been a significant part of the Italian

manufacturing tradition, a legacy

exuding distinction, sensitivity, attention

to details and artisan creativity applied to

each production step. All bros products

are manufactured by skilled artisans with

decades of wristband making experience.

Such artistry paired with attentive

material selection and production

supervision guarantee exclusive and

certified products.

company location — The production

plant is located in the Fermo area,

seating between Ascoli Piceno and

Macerata, a territory boasting a historical

leather manufacturing tradition. It

is here, nestled between green curvy

hills that some of the most glamorous

enterprises were started and continue to

keep their headquarters.

This particular position allowed the

company to tap into an inestimable

asset: the leather manufacturing

craftsmanship, expertise and mastery

of local artisans. Thanks to

its founder’s tenacity, its

employees’ competence and

its zealous workers, Bros

wristbands continue

to be ambassadors

of Made in Italy

excellence around

the world.

it takes

talent to

recognize

authentic

beauty.


Today, our jewel collections are considered the company’s signature

products. Brosway collections stand out for their strong personality.

Brosway Jewels lead the fashion jewel industry.

jewels — Brosway creations – pendants, necklaces, rings

and earrings – utilize steel as a base material. This particular

component choice allowed the development of a more

sophisticated and revolutionary jewel concept, one whose

preciousness doesn’t depend on the materials employed,

but rather on the added value given to such materials and to

the shapes. All Brosway products feature detailing made of

gold, diamonds, natural stones, as well as more cutting edge

components such as pvd, aluminum and rubber.

Keeping all aspects of design and production under the

company’s roof was possibly the single daring and costly

decision that drove the company to international success.

A decision that implied a significant financial investment

for the construction and patenting of all the complex custom

designed machinery essential to the company’s production.

Brosway boasts a wide range of products both for men and

women and its collections are refreshed every three months.

the philosophy — Choosing soft lines,

refined shapes and pairing precious

materials like diamonds with stainless

steel, small precious stones with gold,

Brosway Jewels manages to give its

creations an identity of their own.

the satisfaction of wearing a jewel

with its own distinctive and timeless

design.

the pleasure of belonging to an

exclusive world.

the privilege of distinction in

elegance, simplicity and style.

true

val

ues

stan

d t

he t

est

of t

ime.


With their fresh and sophisticated design, Brosway watches are

officially on the road to success. Whether on the runway, in the

midst of city traffic, or in the heat of a sport match, Brosway

watches always carry a certain prestige.

the watches — Exclusive details and finishings,

make for unparalleled accessories. Each detail is

beyond compare; top qualitative standards govern

the selection and handling of all materials.

The wide array of colours and decorative

elements add a personal and stylish touch to each

watch in the range. Brosway watch is functional and

more than everything else it’s sporty – elegant and

creative – fashion.

Before each piece is produced, various prototypes

undergo a series of tests that last 5 to 10 weeks.

The tests include a long process that origins from

the concept to the necessary controls to verify the

manufacturing, aestethic and quality.

The finished product never hits the market if it

does not pass the tests with flying colours. The fil

rouge with the Bros tradition is the respect for the

sartorial art of the watch strap which puts us well on

our way to writing Brosway watch history.

the philosophy — As result of a harmonious

mingling of natural elegance and rugged

personality, Brosway watches:

are dynamic, spontaneous and independent.

reflects the style of a modern generation who

longs of a casual watch that has class.

discovers that magical encounter between

elegance and passion for excellence.

315 mq


In 2007, investments amounted to more than 7 million Euros.Brosway chose tv promotion and tv show introduction. tv spot debuted for the first time end 2007. Periodicals and weekly fashion magazines with some selected trade magazines are one of Brosway’s fundamental press choices.

Spot radio, web site, international trade fairs, and maxi billboards in prestigious locations complete the media presence.

BROSWAY COMMUNICATION

The advertising utilizes every media:

tv, radio, press, Internet, billboards and tradeshows.

billboards — Maxi billboards

are placed in strategic points in

the most important cities both in

Italy and around the world.

MILAN, ITALY

CASABLANCA, MOROCCO

2003/2004

Light up your skin

2006/2007

Spokesmodel Penelopre Cruz

2007/2008

Made of light

International campaign

2004/2005Your Brosway appeal

2005/2006Mine forever


Penelope Cruz


For the 2006/2007 collection, Brosway has chosen an exceptional testimonial: the international actress Penélope Cruz. This Spanish encantadora is one of the world’s most popular actresses, as she appears on thousands of news and fashion magazines around the globe.The actress added even more prestige, richness, and elegance to the Brosway jewellery brand. Through this exceptional showmodel, Brosway jewels brand steady positioning and prestige, improving its image.

BROSWAY JEWELS

ADVERTISING 2006/2007

MANUEL OUTUMURO

MANUEL OUTUMURO

domestic press — Advertisement campaigns in periodicals and weekly fashion magazines are one of Brosway’s fundamental marketing strategies.

MMMA

The new advertising campaign was even more prestigious thanks to Manuel Outumuro’ s experience and professionalism.

In 2007 the company ran

over 400 advertisement

pages featuring its

spokesmodel, Penelope Cruz,

besides being featured in

over 350 fashion editorials,

consolidating its presence in

the top fashion magazines.


international press Brosway is launching an advertising campaign for the foreign countries, inaugurating a new phase in the company’s communications strategy.The Brosway campaign “Jewels around the world” sets out to show that Brosway is a key player on the fashion jewels market by focusing on the shapes of the jewels, such as their design or sophisticated touch, worn by international models.

MATT & IVANA — The croatian female model and the american male model are the international press campaign protagonist, the adv follows the same concept as the Italian one. Otumuro shooted these pictures.

BROSWAY JEWELS


brosway made of light — Brosway. Made of Light. Brosway’s universe is made of light. It is the glittering world of those who live a lively, joyful and positive existence. Brosway Jewels are made of light. A light that is lightness and brightness typical of jewels.In Brosway Watches, addressing a different clientele, the light transmutes watches into pure energy, conveying all Rugby positive values. Light and shapes come together to turn into a magical experience, resulting in a lively brand, one that is able to communicate with those wearing the jewel or the watch, and with its surroundings, A brand that mediates and amplifies its seductive messages.

ITALIAN AND INTERNATIONAL PRESS

The press campaign 2008 will be

coordinated both for Italy and for foreign

countries from february 2008 Ms Francesca

Lodo will be Brosway jewels e Brosway

watches protagonist both in Italy and the

rest of the worls. Ads in all the main trade

magazines, weekly and monthly fashion

national and international magazines

(Glamour, Marie Claire, Cosmopolitan,

Amica, Men’s Health).

Francesca Lodo. As the company's

brands woman spokesmodel,

Brosway selects the refined beauty

of the Italian showgirl Francesca

Lodo for the press adv 2008.

ANDERSON DORNELLES The brasilian model is also protagonist of the adv campaign of Missoni Sport, Valentino, Seiko.

BROSWAY ADVERTISING 2008


ITALIAN NATION RUGBY TEAM — Brosway

is now ready to give the image baton

to the Italian national Rugby team. A

choice that communicates a strong and

certainly sportier image. The rugby

players are indeed the protagonists of

the entire Brosway men watch collection

advertisement and communication

campaign.The choice was motivated by

the strong coinciding values between the

two parties: Brosway watches are sportily

elegant, a philosophy perfectly in line

with rugby typical fair play. A non violent

and spectacularly elegant sport that

produces strong emotions.

Francesca Lodo is the woman watch line adv campaign protagonist.

In partnership with FIR (Italian Rugby League) Brosway created a limited edition Italian national rugby team watch.

BROSWAY WATCHES


The first Brosway watch collection was introduced for the first time on October 15, 2007 in Milan, the fashion capital of the world. The Italian rugby national team, of which Brosway is an official sponsor, participated in the event alongside with special guest, the Italian showgirl Francesca Lodo.

FIRST INTERNATIONAL EVENT:BROSWAY WATCHES LAUNCH


radio — Radio commercials

are on air, quoting the

“Brosway. Made of light”

pay off.

www.brosway.com — The website targets those who want

to take a closer look to the brand’s collections and perhaps

enjoy keeping updated with what’s new.

It is available in English, Italian and Spanish and allows

its visitors to visualize over 1000 different items and their

technical specifications.

cinema — The tv

commerciales are on air

also in 312 Italian multiplex

cinemas.

commercial —Brosway brands break in tv with two commercials.

Francesca Lodo as spokemodel. The tv commercial are performed in 15 and

30 seconds formats. The direction was committed to the american artist and

director Kal Karman, famous for its credits in StarWars, Magnolia, Celebrity

movies and for some Italian videoclips direction.

Brosway brand increases its presence on

the media with an innovative and extremely

recognizable communication.

TV, CINEMA, RADIO AND INTERNET


The commercial network is directly coordinated by the

Montegiorgio headquarters. The Company distributes its products

in Italy via an exclusive sales team of more than 55 agents. Our

jewellery is sold in the most prestigious jewellery stores in the

country.

These stores are all “authorized” Brosway resellers, and there will be many more in the coming months. In Italy, Bros manifatture created its client portfolio through a commercial network comprised of over 3,000 stores. Considering the growth pace, the store number will increase in the new months.

BROSWAY’S NETWORK


jewelry stores — The exclusive distribution channel for its own creations is jewelry stores, a tested system first through the wristbands sales and then made more solid through the production of cases and finally jewels.

jewelry chain storesBrosway is present within a wide

range of jewelry chain stores spread throughout Italy (Stroili,

Blue Spirit, Franco Gioielli).

inflight boutique — Brosway jewels and communication are present in the prestigious pages

of Griffair, the official Alitalia on board magazine for

international and domestic flight.

THE DISTRIBUTION CHANNEL

CORNER — Currently the

company is designing

a project involving the

setting-up of a Brosway

corner into the best point

of sales.


BROSWAY AROUND THE WORLD

the foreign network — Around the world, Bros manifatture’s creations can count on a strong structured network capable of facing the scale and difficulty of certain markets. Bros manifatture

conquered the foreign markets thanks to the quality consistence and cutting edge design of its creations and a thorough and capillary distribution in constant expansion.


Our official company distributors are present in

Central Europe (Germany, Spain, Greece, Sweden,

Danmark, Portugal) in the new United European

countries (Cyprus, Malta, Slovenia, Bulgaria,

Czech Republic, Slovakian Republic, Hungary),

in Turkey, Croatia, Russia, in Morocco, Iran, in

central America (Puerto Rico, Mexico) Canada

and Japan. Exclusive sales agents operate in Great

Britain, Switzerland, Portugal, Poland and Far East

countries. Eagered to a strong desire for quality

and Italian fashion, those countries are giving our

company great satisfaction.

DISTRIBUTORS NETWORKBulgariaCanadaCroatiaCyprusCzech RepublicDanmarkGermanyGreeceHungaryIranJapanMaltaMexicoMoroccoPortugalPuerto RicoRussiaSlovack RepublicSloveniaSpainSwedenSwitzerlandTurkeyFranceNetherlandsKuwait AGENTS NETWORKUnited KingdomHonk KongPolandSwitzerland


Our brand is also present within a wide range of jewelry chain stores spread throughout the entire international territory (Blue Spirit in Australia, Tiendas Oro & Km0 in Spain, Seibu in HK, Sterling in Malta, So chic & Fix in Turkey, Cupido in Canada, Cadeau in Russia, Kompass in Slovenia, Innovation in Belgium).

OSAKA, JAPAN

ONTARIO, CANADA

ANKARA, TURKEY

GRANADA, SPAIN


In order to attain internationalization goals, the company also takes part in the most important jewellery shows in the world:

BASELWORLD Basel OROGEMMA Vicenza I JT Tokyo IMJ Moscow IBERJOYA Madrid INHORGENTA Munich JCK Las Vegas I JHK Honk Kong

TRADE SHOWS

MUNICH, GERMANY


BROSWAY AWARDS

After 4 years, Brosway has become one of the coolest brands on the Italian market. The brand has been named as one of the CoolBrands in the prestigious 2006 edition of the book “CoolBrands: a selection of the coolest brands on the Italian Market’. CoolBrands are innovative, authentic, original and unique. They are brands that are able to talk to their target market and are therefore capable of dictating trends. Only the brands chosen receive the coveted Coolbrands Status. This official recognition is an add confirmation of Brosway’s success on the Italian market and internationally. It is a strong brand, one that exemplifies Made in Italy and at the same time interprets innovation and modern charm. Brosway is a brand that is full of surprises; a rare brand that lets you dream with your eyes wide open.


The Italian fashion jewellery leading brand is proud to be a part of the 2007/2008 edition of this prestigious book featuring the very best brands in each market Brosway jewels has obtained Superbrand status on the Italian market.Brosway, a leader in the Italian fashion jewellery market, is one of the chosen few in the 2007/2008 edition of “Superbrands”.

Superbrands are brands that are able to move people, brands that create feelings, brands that reassure, and brands that never let you down. So many factors go into making a Superbrand: the product’s quality, the attention to consumer needs and expectations and not to mention excellence in marketing and advertising strategies.

Bros Manifatture srl – Italy Via Guido Rossa 1

I – 63025 Montegiorgio (AP)

phone +39 0734 967325fax +39 0734 967300

[email protected] www.brosmanifatture.it

Documents

Bros Manifatture - Company profile 2008 ENGLISH