De Rigo introduces “Freedom” for opticians

Freedom is a new business model launched by De Rigo whose key elements are: partnership with opticians aimed at selecting the eyewear most suited to their customers; setting up and customisation of a dedicated space in stores; an automated IT platform to replenish out-of-stock items in 48h throughout Europe. Internationally leaded by Francesco Morelli, Freedom aim is to improve De Rigo customers' assortment quality and store performance. Freedom does not merely concentrate on commercial aspects, but also touches on other areas of business such as logistics and marketing. The marketing department's involvement consists in laying down brand guidelines, identifying 'new' styles and devising dedicated projects. Currently, the project involves the house brands Police and Sting and a selection of licensed brands, but is expected to be extended to include other Group brands. The project has been operational since the start of 2016 in Italy, Spain, Germany, Singapore and Malaysia. In 2017, De Rigo expects to extend the service to France, England and a number of Far Eastern countries.