Pramaor: September turnover up by 42%
Excellent performance for the Agordo-based eyewear company that aims to grow with an excellent product
The turning point came in 2013: significant investment in R&D, stronger distribution in Italy and abroad, new marketing actions, and the development of brand identity through Blackfin.
After a record 2012, Pramaor, the Agordo-based company that specializes in the manufacture of high-end eyewear in titanium, closed the first nine months of 2013 with 42% growth in turnover compared to the same period in 2012 and aims to end the year with 3.4 million euros. The result was driven primarily by exports which increased by 59% and represent just under 70% of company revenues.
The most important countries for these collections of frames that combine design, technology and maximum quality, are Germany, the United States and the whole of northern Europe. Contrasting with the general situation of diminished consumption, domestic market performance was more than positive and even showed a two-figure increase of 13% in September.
"We are very pleased about this extraordinary result – commented Pramaor director Nicola Del Din - "A result that was expected as a consequence of the sizeable and constant investments we have been making for some years now in products, brand identity, communication and service. We wanted to make everything in Italy so we decided to adopt a strategy that is utterly opposed to that of almost all our Italian competitors. We were convinced about this decision and we are proud to see that the results have confirmed the effectiveness of the path we have taken. We are also certain that product standardization which is a characteristic of the offer from the market's major players cannot but reward a product like ours which has unique characteristics for consumers who seek an exclusive and top-quality accessory that emphasizes their personality".
Pramaor has a direct presence in Italy and Germany and uses a network of distributors in 28 countries, mainly in Europe, North America and the Far East. "For 2014 we aim to further increase our presence in northern European markets and to expand direct distribution to include other countries" - Del Din continued – "We will also begin important co-marketing actions with companies which, like Blackfin, represent Italian excellence in their respective sectors". This year Pramaor focused on producing the line of Blackfin frames. Constant research enables it to develop a variety of models every year in accordance with the rules of neomadeinitaly, a term coined by the company to sum up the philosophy behind its daily activities.
"Everything is really and totally made in Italy" - Del Din concluded - "to give work to Italian families and suppliers and strongly reject any strategy that envisages the legalization of the "Made in Italy" marking on a product, the biggest part of which is made in the Far East. Our eyewear pays homage to our country's innate excellence and to its representatives so that people will learn the real meaning of the word quality".
Special materials, excellent quality and finishes, Italian design and production, perfect service, defined and innovative marketing and positioning strategies allow the company to look at the future with considerable optimism.