COMPANY PROFILE

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Overview Mission Customers Store Design & Product Development Womenswear Menswear Kidswear Home Decoration Beauty Communication New Media & CRM In Store Events Social Responsibility Press Clippings  

Overview Upim was founded in 1928 when it opened its first store in Verona. Its long history as a department store came to a turning point in 2009, when Gruppo Coin bought the brand and completely overhauled the formula. Following the purchase of Bernardi, in August 2012 an important development plan for the sales network has been put in place. •  Sales of € 179,5 million in 2014 •  About 200 stores, out of which almost

half DOS •  Average retail surface of 1.000 sqm in

own-managed stores

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Mission Upim, family value Upim is an everyday low-price department store, a reference point for a value for money and accessible shopping, to meet the real needs of families. Upim is “close to people”

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Customers Target customers: families with kids •  Women (68%), men (31%)

•  25-44 years (45%) and 45-64 years (35%) Real people placing a value on every day money-saving offers.

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Store There are about 200 stores, out of which almost hal DOS, located in city centres, shopping mall and residential areas. Upim offers products ranging from clothing for all the family, toiletries, cosmetics, and home items.

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Design & Product Development Upim Design & Product Development Department is led by experienced Fashion Directors and operates with designers, product managers and pattern makers ensuring the evolution of fashion trends and a costant renewal in the product range: men’s, women’s, kidswear and home decoration collections. Upim housebrands: •  Iwie •  Nice Girl •  Nymos •  Kate Mee •  Rosa Thea •  Man_Code •  J. Hart & Bros. •  Privacy •  Project

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•  Blukids •  Croff

Design & Product Development WOMENSWEAR

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Woman Young woman Underwear Accessories Curvy

Design & Product Development MENSWEAR

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MAN_CODE Formal Casual Underwear Accessories

Design & Product Development KIDSWEAR

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Blukids is the Upim clothing brand dedicated to kids. Its mission is to offer “active” clothing for kids aged from 0 to 14 years, following every growth stage, with a range of everyday low price clothes. Blukids has renewed its formula opening more than 150 stores. The communication concept shows real kids and not the stereotypes seen in adverts. Kids running, fighting, crying, laughing, getting dirty and hugging. Their beauty lies in their being genuine and their clothes are cut out for this way of life. This is why the pay-off is “kidproof”.

Design & Product Development HOME DECORATION

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Croff represents a modern, young and informal home with collections to express all of the main areas: soft furnishings, tableware, kitchenware, accessories and complementary furnishing items. It is a reference point for homewares, aimed at satisfying specific demand with good-quality basic products at accessible prices. The range of soft furnishings and accessories is renewed regularly with the launch of seasonal collections.

Design & Product Development BEAUTY

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Shaka Innovative Beauty is the Upim brand dedicated to perfumes and cosmetics. Fast beauty brand: make up options for eyes, face, lips and nails, professional make-up accessories and a bath and skincare range. Shaka is smart, democratic and always in line with the latest trends. Every month it offers themes with new and different shades and textures according to the way the fashion and beauty worlds are moving. The wide range of items, all at affordable prices, is joined by an extreme attention to product quality, all 100% made in Europe. SHAKA

Logo insegna

PANTONEBlack C

Direzione ImmagineNegozi

The Upim campaign has a value content. Upim has become a point of reference for people looking to get past this recession with creativity and good sense. The value of saving money is expressed in the company slogan: “Upim, more value”.

Communication

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New Media & CRM

UPIMCARD: 450.000 cardholders

UPIM APP

Social Networks

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Upim.it

In-Store events Partnership with Donna Moderna (one of the most popular Italian women’s magazine) 2012 – 2013 – 2014 – 2015: Donna Moderna casting took place in Upim stores to select the protagonists of a fashion service dedicated to the brand’s fall/winter collections. Partnership with Casa Facile (one of the most popular Italian design magazine) 2014: the designers of Casa Facile present to clients the Croff home decoration collections in Upim stores.

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Social Responsibility

2013: “La settimana della buona spesa” AIRC for research against cancer

2012: “Io Non Me Ne Frego” COOP’s campaignI

2011: “Progetto Italia” By Emergency

2010: Telethon foundation for scientific r e s e a r c h a g a i n s t g e n e t i c diseases

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Press Clippings

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