Golf and leisure apparel brand Chervò is reaping the rewards after changing its global distribution strategy, with the Italian company reporting increased sales at home in the last year and consolidating growth in more than 35 other countries worldwide.
Chervò’s revenue rose by five per cent in Italy in 2015 while it also enjoyed improved performances across the globe after deciding at the start of last year to directly manage the distribution in various countries including Italy, France, Austria, Germany and the UK.
In a change of direction, the company took direct control of 60 per cent of its international product distribution, with the remainder entrusted to qualified distributors, and the strategy has proved an instant success with the luxury brand forecast to continue expanding in 2016.
Manfred Erlacher, CEO of Chervò ‘Spa said: “We realised that, in such an uncertain economic situation, we needed a quality breakthrough, a change that would allow us to ensure a more attentive service in customer management and their needs. So we invested in the evolution of the company’s structure, aligning it to a new business logic that requires greater control of distribution.”
Created in 1982 by Manfred and his brother Peter Erlacher, Chervò offers a range of vibrant, stylish and authentic collections which feature the latest cutting-edge technology and performance materials.