Joining forces to tackle the market. The Montegranaro-based shoe factory Gal.men has secured the licence for the historic brand Aldo Bruè. Production will remain with the brand’s headquarters in Monte San Pietrangeli, while the alliance will bring advantages in terms of costs and commercial strategy. Fabrizio Grassi, who heads Aldo Bruè (pictured), explains more.
Joining forces to tackle the market
“Coming together is the only way to reduce costs and expand markets. That is the primary goal of the agreement with Gal.men”, Grassi begins. He stresses that the benefits are already clear and tangible. “We join forces when making purchases, giving us greater negotiating power, and we share customers and markets, which means a broader offering for both Aldo Bruè’s and Gal.men’s clients”. Grassi is keen to point out, however, that the agreement does not dilute the brand’s DNA, which “retains its uniqueness”.
Complementary strengths
“The products are complementary and the price ranges are different: the foundations are there for this all-Marche alliance”, underlines the CEO of Aldo Bruè. These two companies are only 12 kilometres apart, less than a 20-minute drive. The agreement has also brought Aldo Bruè back to exhibit at Micam. The market, however, remains complex. “Ukraine has disappeared, the US is in decline, the German market is static”, says Grassi. “Russia and the other former Soviet republics are also struggling, with weaker purchasing power. In the past, many from the former Soviet bloc worked in Russia. Now, because of the war, they’ve returned home on lower wages. The truth is that we have no control over markets given the geopolitical situation. One war or one tariff is enough to change everything”.
The costs
Cost containment has also come from a smaller collection than usual. “Buyers are no longer looking for novelty; more and more often, they prefer to reorder the products and brands that performed well in the previous season”, explains Aldo Bruè’s CEO. This also supports exhibitors’ claims that acquiring new customers is increasingly difficult. Grassi, however, is more optimistic about the future, precisely because of this new alliance.
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