Premiata wants to continue growing on the German market and in Europe. For this, the Italian shoe provider is also expanding its presence in the Berlin luxury department store KaDeWe.
After Premiata opened a concession area in the men’s department of the KaDeWe as part of his expansion strategy for the German market in 2023, the department for women’s shoes should now follow. There will be an area there from the coming season, explained Carlotta Mazza, Marketing Director at Premiata to Fashionunited. In addition, the brand has been represented with its own store in the Bikini Berlin shopping center for over ten years.
In 2024, the company generated sales of 115 million euros and thus growth compared to the previous year. “This result makes us proud and testifies to the solid and consistent work that we do,” said Mazza. “We grow healthy, with a long -term vision that leads each of our decisions.”
Direct sales currently accounts for ten percent of total sales. It is a growing sales channel in which the company continues to invest in order to “give it more and more strategic importance”.
European metropolises in focus
The aim is to open flagship stores at strategically important locations. Mazza did not want to provide more detailed information yet. He only said that the “most important international capitals” will take out an outstanding position and the openings will concentrate on Europe.
With the expansion of direct sales, the Wholesale business also remains a load-bearing pillar in the company’s strategy that creates jobs and contributes to the distribution of the brand, explains the marketing manager. “For us, it is not about choosing between the two channels, but combining them harmoniously and using the special features and possibilities of both.”
The German market accounts for five to ten percent of point-of-sales. In addition to the KaDeWe, the brand is also available from dealers: inside such as Breuninger, Schuhhaus Prange, Zurnorde, Alsterhaus, Oberpollinger and Burresi.
“In the coming years we want to further strengthen and expand our presence on the market-both in the retail area and about a targeted and strategically oriented wholesale network,” says Mazza.
In addition to Germany and the Italian home market, France and Spain are also among the most important markets. Now you also focus on Northern Europe to grow in the region.
Ready-to-wear and leather goods
A clothing collection has also been part of the Premiata range for some seasons. At five percent, however, this has only been a small proportion of total sales. However, it is a developing segment that takes on a clearer identity and direction from season to season and “will position more and more and more relevant within the world of Premiata in the coming years”.
In addition, the company is working on expanding and strengthening its offer in the field of leather goods: “We are working to increase our market share – by investing in quality, brand identity and an increasingly targeted distribution. It is an organic growth process that is based on customers: inner feedback and builds on what is already working well.”
