3 Winning Numbers: Alessi's New Formula

3 Winning Numbers Alessis New Formula
An illustrious brand of Italian design and its ambassador worldwide, Alessi opens 2006 with a substantial boost to its sales strategy.

Alberto Alessi illustrates the goals of what he describes as rationalization and reclassification: "… Simply thumb through our catalogue to get a feel of how difficult it is to manage an assortment of products which, in price terms, range from ten to thousands of euro.

Therefore, from now on the brand will be divided into three branches: Officina Alessi, Alessi and A di Alessi.

At the same time it should be noted that the new names identify three collections to be considered as variations of a single business identity, and should be regarded - clarifies Alberto Alessi - not as single identities but as elements that belong to the Alessi identity; each will express some of the aspects of our company's versatile and encyclopaedic catalogue".

The primary aim of this division into three brands is to facilitate the targeted allocation of products to the distribution and sales sectors, which may thus avail of more flexible and efficient instruments of top contemporary design split across different price ranges and purchasing opportunities.

Officina Alessi groups more sophisticated and highly priced limited-edition or unique products as well as the results of researches