Briko’s new direction
In March 2016 BasicNet became the exclusive world licensee of the Briko brand.This allowed Briko to benefit from the experience and consolidated business model of a company that has been operating through a network of entrepreneurs since 1994. Carlo Boroli, Briko’s chairman and global manager, described the operational strategies of a brand that has always been dedicated to sports professionals and enthusiasts.What are the advantages of your agreement with BasicNet?Primarily, Briko’s insertion in a real marketplace. Briko is an Italian sport brand with enormous potential at international level and because BasicNet is a global marketplace the integration of its business model will make development faster and more sustainable thanks to its competitiveness, which in turn will enable added value to be created for manufacturers and vendors. The global network of entrepreneur-partners that BasicNet has created over the past 20 years is extraordinary. For us it is a truly unique opportunity for growth. Then there is a series of immediate advantages. One in particular: the synergy between Briko and the brand owned by BasicNet, Kappa, a label that is worn by all the athletes of FISI – the Italian Winter Sports Federation.Which consumers does it target?Numerous. We have technical products for athletes seeking absolute performance, like Lindsey Vonn, Peter Fill, or the CSF-Bardiani cycling team, but also for a vast segment of enthusiasts who want sport products that deliver the best technology and guarantee maximum safety. An even bigger market opens up in the eyewear world thanks to the transfer of technologies and innovations used by professional athletes.What are the main principles of the Briko philosophy?Briko is an Italian brand of leading-edge technical products for sport, cycling in particular, for skiing and running. Our mission is to create designer products/ icons for athletes and sports enthusiasts who want uncompromising performance and safety. To Mido we take history, design and innovation, which is particularly obvious in “Superleggero”, with superior technology for vision performance and maximum protection. It’s not by chance that our payoff is “Take care”.How is your distribution organized at world level?Before joining BasicNet our distribution method was traditional. Thanks to the new business model based on territorial licenses, our distributors have the opportunity to exchange their contract for a license, with all the relevant advantages: bigger margins, more resources to invest in marketing, and the chance to make use of the BasicNet marketplace.What are your reference markets?In the sport channel we cover virtually the entire world. We devote a lot of attention to the domestic market because – as Marco Boglione, chairman of the BasicNet group, said - “Italy is the best showroom in the world.” We have a strong presence also In North America, Europe, Russia, Japan and Korea.What does taking part in Mido mean to Briko? Specifically, what do you expect from the 2017 edition of the exhibition?By taking part in Mido we want to show sector operators how much potential a sport brand has. Our debut at the Milan exhibition is a result of joining BasicNet: it means opening up this extraordinary global and fully web integrated marketplace also to the eyewear world. The union between a world marketplace and participation in Mido will lead to important opportunities for development that we will seize. And we are sure that we will also establish new partnerships.
