Design, comfort and value in contemporary furniture Forma Ideale

now also supplies Amazon and the Fenwick Department Store as well as her many other regular customers.

Consistent technology support

Carefully selected and certified materials are combined with modern technologies. From cutting materials through composition of the upper and bottom parts of the shoe, three types of technologies are used: gluing, waterproofing and the Strobl technique.

The safety of the product is also carefully controlled at all stages.

The company is continuously investing in new technologies which increase competitiveness of its products. The rest of the investments are aimed at product improvements, innovations and market development.

Well-written marketing plan

With its two brands and the retail chain of 36 Froddo and Bambi shops, as well as two on-line shops, Ivančica boasts proactive client service and strong presence on domestic market. The company is also export-oriented, having customers in 19 countries across Europe, Asia and America; it is currently targeting more markets within the EU. To those countries the company is delivering its main brands through agents and distributors, while planning to develop its own retail stores in the nearer future.

For the past few years business results indicate an increase in sales in foreign markets. Not only does this stimulate production, but also strengthens the brands. The company is focused on its priority markets such as Germany, the UK and Russia, but intends to expand in the future to the USA as well.

The recent Croatian accession to EU is expected to improve flexibility when it comes to delivery schedules. Another major improvement is to be seen in lower prices of transport services. The new economic status of Croatia within the EU also opens up the opportunity for the company to facilitate expansion of its distribution channels, especially internet sales. However, the leadership of Ivančica cannot ignore the fact that easier access to the European market also means easier access to the Croatian market for manufacturers from the EU and other countries with which the EU has trade agreements.

In order to keep ahead of the competition, the company has to pursue its main strategic marketing goal, which is extending the sales to international markets by improving current product lines and developing new ones, as well as developing its position in online marketing. The company believes that its success lies in the ability to continuously adapt and improve their products – children shoes made with the Earth-keeping values and which will provide/allow them healthy growing/childhood. n

MALAGIA s.r.l. Phone: +39 (0)734-840607 Fax: +39 (0)734-840236 E-mail: info@malaigiapellami.it

Our job is a passion. Our goal is to continue to offer the highest quality of leather, guaranteeing the assistance and experience of a group of people that work with enthusiasm and good spirit of research.

www.malaigiapellami.it

PAD. 22 STAND C54 Visit: www.ivancica.hr

DESIGN, COMFORT AND VALUE IN

CONTEMPORARY

In 18 years Serbian furniture manufacturer and distributor Forma Ideale has moved from being a small family enterprise to a sector leader in south-eastern Europe. The deputy marketing director, Aleksandar Ružesković, tells Colin Chinery about the furnishings for success.

FURNITURE

Selling point interaction has always been a success factor for leading Serbian furniture manufacturer Forma Ideale. And the interaction is a double-hander – receptiveness to changing market demands and enthusiastic buyer response to Forma Ideal’s standards of quality and design.

With a retail network of 23 showrooms across 21 Serbian cities and growing sales across the Central European Free Trade Agreement nations as well as the EU, Russian Federation and Belarus, the Kragujevac-based specialists in wood-based panel furniture has returned doubledigit annual growth rates for each of the past five years.

Specialising in the mass production of panel and upholstered furniture, distributed through an extensive retail and wholesale network, Forma Ideale is a brand recognised for modern design, functional properties, quality, and competitive prices.

“We are proud to say that today Forma Ideale is a regional leader and a highly ranked company in this part of the world,” says the deputy marketing director, Aleksandar Ružesković. This is a long way from the small family business set up 18 years ago. Then called EL-EN, its production range was small and sales confined to the trade.

But with customer reaction enthusiastic from the outset, the fledgling company quickly expanded its manufacturing facilities. The first retail showrooms opened in 2001, and three years later the fast-growing business changed its name to Forma Ideale.