THE FRANCHISE BOOK

www.lola.gr

Brief history of Company

LOLA was founded back in the early 70’s by Grigoris and Lola Gialamas who both had

a strong interest for fashion. Back then the company had started to produce skirts and

blouses but soon got well known in the market and expanded the collection to one full

range of clothing that cover the needs of women.

Today the company is controlled by their children Anastasia and Fotini Gialama.

Brought up from the early years in the fashion business and international trade shows

the fashion business is part of their life.

Through the years LOLA has succeeded to gain a significant clientele by means of

quality products, fair pricing, wide range of products and competitive advantages in the

production process.

Today our activities include the design, manufacture, wholesale as well as retail sales of

ladies’ clothes, under the brand label of LOLA.

Our working team consists of experienced and dedicated people, who constantly work

on keeping the brand in the top of our customers’ preferences.

LOLA represents elegant, simple and stylish women that understand the difference of

high-quality clothing’s that stands against seasonal trends. Many of their creations are

timeless and together with the carefully selected fabrics loved by their clients for years to

come.

Who we are

LOLA is one of today's most popular women fashion brands in Greece and is

constantly growing and widely spreading worldwide.

LOLA stands for good value for money and satisfies the needs of today's outgoing and

self confident woman, who is seeking a sophisticated but relaxed style, and is looking

for high quality fabrics and accurate finishing.

Considered as a dynamic lifestyle brand - exciting, feminine and yet timeless LOLA

create top level fashion with a certain attitude to life.

Knowing our clients always sophisticated and elegant we represent a lifestyle that

implements style with confidence presenting looks with a sense of personality.

Facts & Figures

Country of Origin: Greece

Date established: 1972

Company-owned Stores: 5

Franchised Stores: 1

Shop in Shop: 3

Expansion Plans: Worldwide

Average Store Size: ranges between 70 - 90 sqm

Average Investment per Store in EUR: 90.000-110.000

Type of Contractual Agreement: Exclusive Area Development Opportunity.

(Exclusive Master, Franchise Agreement (Single Unit),

Distributorship / Wholesale

License Fees: Varies according to the Type of Contractual Arrangement

Duration of the Agreement: 5-12 years

Minimum Advertising Expenses: 2.5%

Network

After gaining a good reputation in the national market LOLA is now expanding abroad.

We consider that the mixture of our collection - an elegant and clear style, exquisite

quality raw material used, production controlled in each stage, quality end product and

fair pricing will act positively in any potential cooperation abroad.

We strongly believe that many companies may have some of these features individually,

but very few gather all of them as we do.

LOLA desire to be close to the modern woman all over the world, through a large

organized network of stores and branded sales points.

Today, the network includes:

6 LOLA stores (5 company –owned and one franchised)

3 shop in shop corners at most stylish department stores

Location of stores: Central high-end locations, malls, street retail and department

stores.

In other words, a network that guarantees the market visibility of the brand that it

deserves.

Infrastructure

The main facilities are located in Athens-Greece, in one building with a total surface of more

than 2500 sqm.

A space reflecting the design you can see throughout the brand with a passion for simplicity

and details.

Here all the departments are housed under one roof operating as one in this dynamic driven

company.

The premises of LOLA house the following departments:

• Design

• Creation of technical standards (patterns) and sewing of samples

• Supplies

• Cutting, tailoring and ironing

• Quality control

• Logistics and central distribution warehouse

• Commercial Direction (marketing, PR, sales)

• Finance and Accounts

• General Management

Quality Control

LOLA takes a great consideration for their production. The key word is time and

quality, for that purpose the production line is absolutely and strongly coordinated.

The production of garments is made in Greece and a small percentage, which is

imported, is designed, planned and systematically controlled by the corresponding

departments of the company.

All collections are created with fabrics made of exquisite quality. It is always pursued

that all fabrics used come from natural fibers. Our main suppliers are from Italy and

France where the company is supplied with all wool, cotton with special finishing and

printed silk fabrics. In addition, high quality plain silk and perfectly finished cotton

fabrics are bought from Asia.

The constant search and discovery of high quality fabrics and materials is one of the

most important areas in the company, and it is regarded as one of the competition

advantage of LOLA.

During the entire production process, an internal quality control system is applied to

ensure that the final end products that reach our customer are according to LOLA

guidelines.

After the final quality control, finished garments are marked with hologram stickers that

certify their authenticity.

Logistics

In order to continue the growth and expand to international markets a good logistic is a

basic factor in the commercial process. In order to improve the effectiveness of the

supply chain and to shorten the period from design table to its availability the logistic

department is given high importance.

Aim and Philosophy

Our philosophy is customer based and points to customers’ satisfaction in every aspect.

According to this philosophy the design of successful collections, the organized

production process and the professional customer service are equally important

components of our proposal.

We design and produce our collections setting high standards. Quality control is

significant in every stage of the production in order to obtain an end product that meets

our client’s taste and will.

In conclusion, we value quality as our main principal and we aim to provide unique

collections for unique women at fair prices.

Our vision

To be considered as a respected, high quality, design driven well established brand also by

the international fashion sector. A brand people proudly wear and clients that long to see

the new arrivals each season. To continue creating products that has a personal

attachment with our loyal customers.

Social responsibility

The ethical foundation of LOLA is based on corporate social responsibility. As a responsible

business we have adopted our role in the communities in which we operate, participating actively in

various social activities that are beneficiary for our local community in Greece.

Ecology and Quality

LOLA commits to the principle of producing products harmless to the human ecology. This

includes, apart from a carefully selected choice of raw-material suppliers worldwide and the

continuous control of crucial parameters by independent and certified laboratories, comprising all

minimum standards in terms of product- and human ecology and the requirements issued by the

ÖkoTexStandard100.

Only harmless articles are given the green light for production; in this way we ensure that all

products of LOLA do not pose any danger to the health.

Environmental protection

Environmental protection and nature preservation as well as the responsible use of natural

resources play an important role in all corporate decisions.

As part of its environmental policy, the company not only ensures that energy is used sparingly in all

divisions but also re-uses residual materials and waste at its sites.

Also, LOLA is affiliated enterprise with Hellenic Recovery Recycling Corporation –HE.R.R.Co

The Brand

LOLA is a designer brand giving a stylish touch to contemporary classic. Strong

contrasts and appealing silhouettes make the design sharp and elegant. Representing a

look from the past transposed into the future. Final result is a sophisticated collection

with a distinguished finish.

Each collection offers the woman a complete selection of clothing’s from everyday to

special occasions.

Design

The creative design department, whose director is Anastasia Gialama, is the heart of the company.

Her interest in design began at an early stage since practically growing up in the company having her

mother as a role model.

In her team she is working with a group of innovative designers from several parts of the world that

constantly contribute with their experience gained from abroad. Traveling to get inspiration and a

multi cultural perspective are key factors to the brands creativity.

The inspiration and the style of every LOLA collection changes each season, however three

elements always remain stable: the high-quality of the raw materials, the proper implementation of

every design which is achieved by the trial of every sample on real bodies before it reaches

production and also the thought that clothes are manufactured to meet real women’ s needs.

Anastasia loves the simple lines giving emphasis on details and the high quality of fabrics for the

creation of every single piece of clothing. As she, herself says: “Our style is influenced by the

simplicity and the clear lines of the Greek landscape. This and the thought that we address to

women with fine taste makes us feel more close to the simple lines of the International known

designers”.

The Collection

The LOLA collection is a timeless but yet modern system of dressing that appeal to

women’s senses on each stage. Having an understanding of women’s everyday needs and

desires we represent sensuality, comfort and luxury elegance always having the best

fabrics and workmanship.

We take our two collections each year and the collections consist of four categories and

dress a woman in every hour of her day.

- Everyday-long classic look, an elegant and sophisticated look for everyday, from

work wear to the important meetings.

- Casual look, A casual and informal style, easy-to-wear, from weekends to leisure time.

- Clothes for formal occasions, ironic and romantic for the special moments, as well

as glam parties and ceremonies.

- “Amber Wedding Dresses”, a collection of bridal dresses in all-silk fabrics, fine

design and affordable prices for women who want to be natural and not excessive on

their wedding day.

LOLA is a perfect combination of authenticity and quality, expressed through research

and selection of fabrics, colors, shapes and patterns.

Evening Clothes

Evening Clothes

Evening Clothes

Casual Clothes

Casual Clothes

Every day Clothes

Every day Clothes

Wedding dresses

Our Shop Concept

The main target behind the shop concept is for the stores to be practical and ‘user

friendly’ for the sales force and at the same time to be inviting and an overall

pleasant experience for the customer.

LOLA stores are located at the most commercial market areas and the shops in

shops situated only in well recognized and stylish department stores.

All LOLA boutiques and shops in shops feature the company’s signature store

concept designed by our team and reflect LOLA’s philosophy.

The architecture and interior design are sleek and modern. The off- white lacquered

wood furniture highlights the cloths and creates an elegant and relaxing

atmosphere.

Our Shop Concept

Product mix

Our products are characterized by their style and the perfect relationship between

perceived quality and price.

Average Wholesale prices

13%

3%

16%

13%

6% 7%

18%

9%

15%

Products Mix

KNITWEAR

OUTERWEAR (CASUAL)

DRESS

Coat

Eveningwear

Trouser

Tops+Shirts

Tailored jacket

Skirt

KNITWEAR 30,00€ - 90,00€

OUTERWEAR (CASUAL) 42,00€ - 55,00€

DRESS 40,00€ - 85,00€

COAT 66,00€ - 143,00€

EVENINGWEAR 51,00€ - 118,00€

TTROUSER 29,00€ - 59,00€

TOPS+SHIRTS 24,00€ - 64,00€

TAILORED JACKET 35,00€ - 86,00€

SKIRT 23,00€ - 48,00€

Our customer

Our daily concern is focused on total customer satisfaction, both through our products and our

customer services. Having a near relation to our customer we know their wished and give them

self-trust and assurance.

The main aim of the company is the proper approach and customer service mainly characterized

by courtesy and professionalism.

The customer service department makes certain that our customers are well-served both during

and after the sale.

We provide service for free alterations of garments, flexibility on returning and exchanging

items and we constantly inform our customers about new collections and various offer and sale

policies.

Customer demographic (diagram)

25 – 30 years old

29%

50-60+ years old

11%

40-50 years old 17%

30 - 40 years old

43%

Marketing

Having a large customer database, we communicate with our clientele through targeted direct

mailing, newsletters and SMS campaigns.

Each season, we publish the “LOLA Style Report”, a printed guide for the season’s trends.

The LOLA Style Report is created with great care by a professional team including top Greek

photographers, stylists and graphic designers.

The goal is each printed image of this guide to reflect the picture of the woman for whom we

design and also to give her solutions on how she can be elegant in a simple way.

Marketing Tools

Fashion and lifestyle magazines as Harpers Bazaar and Madame Figaro.

Catalogues distributed in shops.

Social Media & On Line Marketing. Promotion on e-media, Facebook, You Tube, on line

magazines and press releases.

A continuous evolution of the presentation of shop-windows and the interior of stores, as it

has specialized personnel (Stylist, Visual Merchandiser).

Our Magazines

Our Web-site

In-store Marketing

In-store Marketing

The business opportunity

Franchise

Except the wholesale business LOLA also focused on its own operated retail business and to

offer a competitive franchise system. At this point LOLA invest time and presence in

international growth and brand presence.

The mixtures of such strong collections and the knowhow from its own retail business make

LOLA a close partner and a secure investment and key for success.

Increasing sales figures confirm that the fashion company is good prepared for the future.

Close partner and a key to success for franchisees and wholesale partners

Besides its own Retail activities the LOLA continues to expand its close relations with

franchisees and Wholesale partners. Based on experiences and success of its own stores

LOLA offers a success- and service-oriented partner concept for franchises as well as shop-in-

shop areas.

Thanks to the connection to its own stores and to a majority of its partners, the company is

well aware of the expectations of its target customers at the point of sale.

Not only their own stores benefit from the knowledge gained here. This know-how flows

directly into the creation of the collection, serves as an optimum area control and ensures

brand appearance that meets customers` needs.

Global brand expansion and inspiring shopping experience

Fashion, lifestyle and a great experience – this maxim awaits all those at LOLA who are

interested in fashion, especially with the innovative presentation of current collections and

trends.

The investment

Term of Cooperation: 5-12 years

Average Store Size: ranges between 70 - 90 sqm

Est. Decoration Cost: 500€/ per sqm

Projected Products: 70-100.000€/ per season

Est. Total Investment: 90.000-110.000 €

Store requirements

The pilot shop is normally positioned inside a shopping mall in the capital city or on a central

shopping or pedestrian road, which means that our partner has to secure a strategic location-

placement in shopping malls, on high-end streets and in close proximity to other international

fashion brands. The size of a typical LOLA store should be approximate 80 sq.m. with a

storage area of about 20 sqm.

Our partners

Experience in a similar business field is preferable.

Our new partner has to convince us with a structured and well thought-out plan to penetrate

the new market, setting up his store.

We do not need to stress that we do value personal qualities, managerial capabilities in addition

to a reasonable liquidity, which is needed to finance the LOLA Franchise project.

What we offer

International expansion is not only a dream, but also a necessity in today's global

economy.

LOLA is already present in a number of countries and is expanding fast towards

becoming a global franchise and a leading brand in the women fashion.

In light of this, we are granting rights for the development of a specific territory.

Area development rights are very similar to master franchise rights, differentiating

themselves only in the size of the territory, the sub-franchise rights as well as some

other minor differentiations.

In regards to the size of the territory, area development is usually applied for

countries with a very large territory, or with a federal structure. An area developer

has the obligation to develop his own network inside a territory and most of the

times he will do so without sub-franchising to third parties.

The opportunity

The business and investment package offered by LOLA includes a wide range of options.

The LOLA master franchisee can/has the option to develop:

-A solid company owned and operated network of LOLA concept shops.

-A wholesale network of exclusive distribution sales points inside the territory.

-Soft shops, corners or shop in shops inside major department stores.

-A strong franchise network of sub-franchised shops owned and operated by motivated

franchisees.

Area developer in action

LOLA grants the rights for a given geographical territory to a partner, Franchisee, the area

developer. This area developer has the right to exploit and develop his own market.

LOLA and the area developer sign an “Area development franchise agreement” which

regulates the terms and conditions of the cooperation.

Part of this agreement is also a mutual agreed development plan. This development plan

quotes the planned progress of development regarding new sales points inside the area

developer’s territory in a specific timeframe.

The area development agreement regulates also the financial part of the cooperation, as well

as the marketing fund and the advertising procedures that the area franchisee has to

implement inside his territory.

Terms

In general, the following key terms apply:

-Term of area development agreement is normally between 5-12 years (with an option of

renewal). The term may vary from country to country depending mainly on the real estate

lease terms and conditions as well as on other factors of the local market.

-Area development rights: In order to activate the right of further developing the territory,

thus granting licenses to sub franchisees or setting up the second LOLA store inside the

territory, it is mandatory to operate a successful LOLA pilot shop for a reasonable period of

time.

-Territory: Normally wider area, a federal state or a region of a country, but this varies

depending on the size as well as on other factors that may characterize a territory. In some

cases an area holds more than one country, if their characteristics are similar or

supplementary.

-Exclusivity: Exclusivity is guaranteed from the beginning, even if expansion starts after a

certain period of time.

Master franchise - what we offer

In this view we are granting rights for the development of a specific territory, which in most

cases would be a whole country.

The master franchise differentiates itself from a normal single unit franchise in that our

partner will actively take our place as a franchisor inside his market and will act as being the

mother company itself, developing not only its own shops, but also a network of sub

franchised LOLA shops under its guidance and support.

LOLA has uniform specifications regarding the construction of the shop, the layout, the

merchandising, the marketing and other factors that characterize the LOLA concept.

These specifications are an important part of the LOLA concept and our master franchisee

will be its guardian.

Direct- single unit franchise

A business relationship directly with the mother company.

Our new partner has the right to operate one LOLA unit (store) inside his/hers

territory.

The majority of franchisees start out by owning one LOLA store. It is a great

way to enter our international network and to thoroughly understand the concept

and the system, to become a LOLA partner adapting to our lifestyle and our

beliefs before taking on additional units.

In general, the following franchise key terms apply:

-Term of franchise agreement is normally between 5-12 years (with an option of

renewal).

The term may vary from country to country depending mainly on the real estate lease

terms and conditions as well as on other factors of the local market

.-Territory: Normally a specific part of a city, but this varies depending on the size as

well as on other factors that may characterize the city.

In certain cases, when it comes to evaluating the territory of a smaller city, exclusive

territory rights for the whole city may be granted.

-Exclusivity: exclusivity is guaranteed from the beginning.

-The pilot shop is normally positioned inside a shopping mall in the capital city or on a

central shopping or pedestrian road, which means that our partner has to secure a

strategic location-placement in shopping malls, on high-end streets and in close

proximity to other international fashion brands.

Supporting Our Partner

Using sophisticated procedures and high-end technology enables our qualified support

team to be “Your Partner” lending you a hand whenever needed.

Cooperation and support is a cornerstone of the LOLA philosophy.

Anthropocentric procedures put our partner in the focus of our everyday efforts.

Quality is a way of living, quality support is a choice, our choice, you.

Support Procedures

Set – up Support provided

Initial training provided

Ongoing training provided

Total franchise support provided

Marketing support provided

Turn-Key solution provided

Support systems

Setting up your store:

The conception and execution of a LOLA store project is carried out by a

multidisciplinary team of professionals, including interior designers, architects, project

managers, engineers, industrial designers, administrative employees and managers.

This Team is coordinated by the Franchise Support Department to offer high value

services to our new Franchisees.

Initial training:

We provide initial training for our partners, transferring our whole know-how and

experience. Dedicated and experienced instructors implement the “train the trainer”

method, so that our partner is able to train its own staff in the future. Initial training

takes part at LOLA head offices in Athens, EU with duration of approx. 1-2 weeks.

Ongoing training:

We provide ongoing training transferring constantly all of our knowledge about fashion,

trends, lifestyle, sales, marketing, support as well as a variety of managerial information

technology issues as part of our ongoing training programs.

Total franchise support:

Industry leading Franchisee support meaning real, up to date, and essential support,

help, guidance and advice. Turn key support procedures cover all aspects of day-to-day

operations. Our goal is to make you feel like having a LOLA manager on your site -

each day.

Marketing Support:

Marketing advice, ready to use materials, campaigns and promotional material for

everyday use makes the implementation of LOLA marketing strategies, printed or

electronic a lifestyle experience, even for the marketing novice.

Turn-Key Solution:

Finally, if requested we may deliver the pilot shop as a turn-key solution, ensuring stable

and long lasting quality, economy of scales and on schedule delivery of the whole

project.

The LOLA franchise system places at your disposal a comprehensive system that covers

all aspects relating to product marketing and franchise management. We offer you a

"ready-to-go" business so that you can focus your efforts exclusively on maximizing

your sales.

Initial Support

•Transfer of business concept know-how through initial and on-going training

and provision of material, operating manual, software and literature.

•Customization of business plans and 3-year financial analysis according to local

market variables.

•Initial one week training at LOLA HQ and company-owned stores for 2

Individuals of the Licensee staff.

•Pre-launch one training at Licensee territory provided by individuals of LOLA

supervisory and management staff. Post-Launch support including soft opening

and launch event, on the job training and store monitoring.

•Technical support in relation to customized store designs and layouts.

•Supply of lists and specifications of equipment, furniture, fixtures and fittings.

•Provision and customization of launch marketing program.

•Provision of sample marketing plan, design and artwork.

•Supply of sample marketing material, packaging material, and product

catalogues.

On-Going Support

•On-going provision of management, operational, technical advice and guidance

through telephone or electronic communication, Intranet and video conferencing.

•Support in the customization of annual marketing programs and local store

marketing.

•2-4 visits a year to the Licensee territory.

•Periodical management and financial auditing and production of updated business

plans.

•Continual Product/Service Mix Analysis & Evaluation based on historical sales.

•On-going franchisor’s website support including maintenance of sub-pages and

intranet.

•Provision of on-going training as and when agreed between parties.

•Continuous market research and introduction of new products, promotions and

marketing ideas.

•Continuous development of corporate image.

•Design of e-media and newsletters.

12 Steps to Success

1. Get to know the LOLA concept, philosophy, products.

2. Do you believe you are the right franchisee for LOLA? Come and visit us at

our head offices and discuss with all of our key managers.

3. Find the right location for the LOLA pilot shop in your market.

4. We issue a three year business plan for your investment.

5. If we like the shop you propose we visit your territory and approve the

proposed location.

6. The franchise agreement is signed.

7. We issue the detailed architectural plans for usage by our franchisee.

8. Construction of the first pilot store begins.

9. Training of our franchisees and his key-personnel is being held at our premises

in Athens, Greece

10. LOLA local marketing plan is issued

11. Grand opening of LOLA store

12. LOLA store starts to operate!

Contact Details

Izabel Lopez

So Easy franchise

108 Kountouriotou Str, 185 32, Piraeus

Tel: 0030 210 4225424,

Fax: 0030 210 4128382

E-Mail: i.lopez@easyfranchise.gr

Head Offices

Lola Company

Costas Haralabacopoulos

Tel: +30 210 9313402 (int.: 204)

E-mail: costas.h@lola.gr

Web-site: www.lola .g r

Franchise Information