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GROUP EXECUTIVE SHARED SERVICES ELLERINES HOLDING LTD, CHATEAUX D'AX : The design of international luxury. The value of provenance to attract global audiences.
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The Design of International Luxury���The Value of Provenance to Attract Global Audiences
P R E S E N T A T I O N B Y
Rob Dodds Group Executive Shared Services EHL, Chateau D’ax
W E A L T H S U M M I T
Rob Dodds is the Group Executive Shared Services for Ellerines Holdings Limited. He is also in charge of Public Relations and Store Development for the brands, as well as running the Property Portfolio for African Bank. Rob first entered the world of marketing when he joined 3M. Soon after, he headed up Sales and Marketing for the firm. Amongst other projects, Rob was responsible for launching Post It notes in South Africa. Rob was then head hunted first by Aramis, which he ran for a year, and then by Clinique. After running the cosmetics giant for a year he transferred to Canada as the largest affiliate country to Clinique USA. In only 3 years he was able to turn Clinique into the most successful cosmetics company in the region. Rob then transferred to the USA to take up the position as South West Regional Vice President for the Estée Lauder Company. A position he would hold for four years, before being promoted to Senior Vice President for Origins in North America. In this capacity, for four years, Rob developed retail portfolio and did roll out, before returning home to South Africa. Here he joined Edcon, for which he cultivated the Prato and Temptations brands. Rob also started looking into Property Development in his personal capacity and consulted in Zambia regarding retail store development before taking the job at EHL. Rob graduated from the University of Pietermaritzburg with an Agricultural Degree.
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Michael Griffin loves a challenge and starting his first business fresh from matric in 1997. Starting in the world of telecommunications Michael has created a string of successful businesses, including LGI Motorola Intelligence Centre, the largest repair facility for Motorola through Europe, Middle East and Africa, and satellite communications with Ashbury Satcom. It was then a short hop to starting Reconnect Mobile for Nokia South Africa offering a repair service and a 100 plus strong dealer network across South Africa. He then diversified his business portfolio and acquired shares in 2BaldMen, a customised software business solutions and services company, and Carnelian Management service, a specialist Consulting House, supplying highly specialised people as consultants in training and consulting across the telecommunication, IT and financial worlds.This philosophy and dedication lead up to his latest project and his greatest passion Porsche Design Retail Stores SA. With the first flagship store opened in Hyde Park Corner in December, Michael feels this is the pinnacle of his career so far.
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Silvana BottegaGHIJKLM!"#"
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The Design of International Luxury���The Value of Provenance to Attract Global Audiences
P R E S E N T A T I O N B Y
Rob Dodds
EHL History
• 2008 acquisi+on by ABIL • 14 brands • Pervasive footprint • Brand equity • Segment dominance
Chateau d’Ax History
• Established 1948 • Family run business opened in Lentate sul Seveso – Milan • 60’s marked collabora+on with renowned architects. • 1972 -‐ CDX opened their 1st factory in Lentate
Why Chateau d’Ax?
• Dis+nc+ve, differen+ated brand • High-‐quality handcraUed Italian products,
designed by Italian Architects & Designers • Global footprint of over 350 stores in 85 countries • The Chateau d’Ax range • Over 60 years of produc+on experience, design
and innova+on in upholstered furniture and development in all interna+onal markets
• Showcased at all interna+onal trade fairs – (High Point, Milan, Paris, Stockholm, Dubai, Shanghai,
Guanghzou)
Why Does Chateau d’Ax Resonate Globally?
• Chateau d’Ax product is set apart by its high quality, bespoke, customised offering
• The uniqueness of this brand lies in the wide range of choices available
• The modular system offers flexibility
• Customer centric brand.
What Sets This Brand Apart in the SA Furniture Landscape?
• It’s a luxury bespoke offering • The Chateau d’Ax route-‐to-‐
market also remains a rarity • The turnaround +me • Access to global trends and
marke+ng models
Maintenance of Exclusivity Whilst Embracing a Bold Roll-out Strategy
• Wide ranging of choices • Cri+cal mass to build the
brand • Range selec+on by store, by
market, by demographics
Who is the Chateau d’Ax Market
• Those who understand and appreciate authen+c design originals
• Those who embrace the ideal of superior quality as a rewarding, well-‐deserved way-‐of-‐life
• Through quick, deep and immersive knowledge of the market, Chateau d’Ax has achieved rapid local brand awareness.
How Has The Market Been Identified
• Extensive market research • Market segment sizing • Age / Income / Styling • Situa+on analysis and
compe++ve research
The Value of Provenance to Attract a Global Audience
• The cornerstone of this brand is it’s Italianess
• 100% made in Italy • Chateau d’Ax is solely Italian designed • Its undeniable Italian provenance (or
‘history of ownership and place of origin’)
• The language of provenance
Future of Chateau d’Ax in South Africa
• Italian designers ensure the constant evolu+on and upda+ng of the Chateau d’Ax collec+ons
• Opening of strategically located stores in geographically relevant wealth nodes throughout South Africa – Johannesburg, Cape Town, Durban,
Nelspruit, Pretoria, Polokwane and Bloemfontein
• Customer experience delivering beyond the discerning customers level of expecta+on