Pietro Catelli, Artsana founder and president, was born in Como on April 14 1920. Awarded the honorary title of “Cavaliere del Lavoro”, Catelli has always centered his career on human relationships and a contagious love of his work. In the post-war years he managed to take advantage of the synergy between product quality, brand identity and the power of communications. He established Artsana in Como in 1946 to produce and sell hypodermic needles, thermometers and syringes. The Chicco brand was born in 1958, along with Catelli’s first son, Enrico.

There are more than 350 Chicco Shops located in 32 countries worldwide. Italian, Spanish and Portuguese shops are run by us directly while we collaborate with our local partners in the rest of the world. This formula has been consolidated over the past decades thanks to the successful retail experience of the most comprehensive baby products manufacturer brand on a worldwide scale.  Chicco is now the leading Italian brand in baby and childcare.   It knows your every need from Pregnancy, Nursing, Childcare, Playtime to Travel and Outdoors.

In 2004 we defined a new concept store format and we have started a global renovation plan of all the existing Chicco shops worldwide.

In 2005 we started the renovation of our own network of 70 “Direct Shops” in Italy.

In 2006 CHICCO launched its international franchising project with the aim of developing its commercial formula, on a worldwide scale, in the countries where CHICCO does not operate shops directly: Italy, Spain, Portugal.

Chicco plans the development of 250 shops by 2012.

Franchise Details

CHICCO grants the rights to use the brand, insigna, store furniture and the tools of “corporate identity” and, at the same time, offers a range of services for outlet management leading to a stable and profitable relationship between the Franchisee and the Company.

The sharing of these tools throughout the entire process allows for a consistent development of the CHICCO image internationally, creating positive consequences both for the brand name and the whole chain.

In this step of our project we are looking for structured partners with proven experience in managing retail chains (in preference with a strong fashion background), able to guarantee, by implementing a coherent business plan, the adequate presence in their Country (main thoroughfares; high-end shopping areas; high-end Shopping Malls or Shopping Arcades).

Candidatures aiming to open one single shop, will be introduced in our database for future contacts.

1. Outlet location: Main locations should be in the primary city centre; main thoroughfares; high-end shopping areas; high-end Shopping Mall or Shopping Arcade.

2. Goods on offer at the CHICCO store: complete range of goods for mothers-to-be and children up to 8-years-old.

3. Store Format Segmentation

• MEGA STORE   -  big store surface up to 500 sq.mt.;  High visibility front door ;  Primary city centres; high-end shopping areas; high-end Shopping Mall.
• FREE STANDING STORE   -  mid-store surface up to 250 sq.mt.;   Primary city centres; high-end shopping areas; high-end Shopping Mall or Shopping Arcade.
• CITY STORE   -  minimum store surface from 90 sq.mt. up to 150 sq.mt.;   City centres; shopping Areas; shopping Mall or shopping Arcade.

4. Duration of contract:  Accordingly to local law.

CHICCO GRANTS

• The exclusive right to open and operate a CHICCO store in the designated territory with the use of an internationally recognised brand, store insigna, logos and provision of CHICCO know-how.
• Planning of the outlet furnishing. Projects, plans and estimates are made and supervised by architects and expert CHICCO staff, who will co-ordinate furnishing supplies and are able to oversee store fitting out until its completion. Once plans are approved we directly supply the complete furniture.
• A comprehensive range of goods are offered
• No payment of any Royalties
• Ongoing specific training for store managers, assistance with the management of the outlet and defining orders.
• Visual merchandising: specific training regarding the outlet and guidelines about seasonal visual merchandising are provided via internet.

MARKETING SUPPORT
CHICCO Marketing includes developing: advertising campaigns, press releases, marketing materials such as fashion catalogues, shopping bags and display stands.
In addition, CHICCO Intnl Marketing provides informative material (catalogues, advertisements, display stands) on request at a local level.

The Franchisee provides the following:

• The resources necessary to successfully set up and develop the retail store.
• An approved plan to open and develop stores in the designated territory.
• Availability of suitable premises for the enterprise in appropriate places approved by CHICCO.
• The ability and experience necessary to run a retail store business.
• Confirmed experience of the local retail sales conditions.
• Initial investment for the setting up of the outlet according to the specific CHICCO concept for the store.
• Motivated and well-trained store manager and personnel.
• Seasonal store orders defined according to local conditions and the size of the premises, including the full range of products.
• Commitment to actively supporting the promotion of the CHICCO brand in the country.

Contact Information

CHICCO Philippines
Suite 201, 25 Quezon Ave., Quezon City
Tel: 7325414 to 47
Fax : 7404666
Web: www.chicco.com.ph