Area: targeting Europe

Targeting Europe. This is the international philosophy that is energizing the new management of Area.

Chief executive Corrado Moro, recent top-management appointee at the Friuli-based company, has begun a process of renewal that will project Area into a new and ambitious positioning on the international market and will initially aim at such European countries as Italy, Spain and Portugal.

The first step is a new distribution project based on direct sales networks in the main European countries. In addition to this, the company will set up the consistent and centralized management of its brand portfolio to optimize the work of partner distributors in the rest of the world by giving them a product with considerable added value. 'Currently, Area has a heterogeneous range of brands in various prices ranges and with different positioning' Corrado Moro stated. 'In order to optimize our distribution policy in direct markets, the company will follow certain guidelines in all countries: professional sales networks that present opticians with quality products with innovative design, selected distribution, and vertical market development, but without neglecting the quality of our sales and after-sales service'.

In May 2008, the first direct sales network was set up in Italy. In September Area's brands will debut in Spain and Portugal, whereas the United Kingdom, Benelux and France will be the targets in the near future. An even more wide-ranging plan is scheduled for Germany, where there will be a reorganization of the current sales network for the KAOS and LA MATTA brands and the creation of a second sales network for the Coco Song, Arvis and K:Actor brands.