Millet Mountain Group recognizes the Spanish market as one of its driving forces in Europe

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Hervé-Sergio Locatelli, Commercial Director for Southern Europe at Millet Mountain Group, states that the results for the first half of this year “are in line with the double-digit growth target proposed for this year.”

(20-6-2022). Millet Mountain Group would be recording more favorable results in Spain than in other European markets. This is recognized by the group’s commercial director for southern Europe, Hervé-Sergio Locatelli, who also highlights a reactivation of the sell-out of offline commerce to the detriment of online.

The sales trend of the online channel has changed. After two years of double-digit growth, encouraged by the circumstances of the pandemic, “it is suffering more than physical stores,” according to the commercial director of the Millet Mountain Group for southern Europe, Herve-Sergio Locatelli. Online sales operated by the group in Spain have represented 15% of total turnover so far this year, compared to 20% the previous year.

In addition to having its own ecommerce, the Millet group is present in an omnichannel manner in El Corte Inglés, Wala, Forum or Barrabés, among others, as well as in the Tradeinn and Deporvillage ecommerce. Herve-Sergio Locatelli maintains that “although it seemed that there was no turning back with the rise of online commerce, the consumer has reacted in an unexpected way”.

The executive points out that, when returning to a normal situation, the desire to leave the consumer, after two years of restrictions, has motivated the return to purchases in physical stores, while online purchases have decreased.

Return to 2019 levels

Without wanting to give an exact figure, the executive states that the Millet group’s turnover in Spain in 2021 was between 5 and 6 million euros, that is, at the same level as in 2020 but 13% less than in 2019. So far this 2022, the company has recovered the sales volume from before the pandemic, that is, from the year 2019.

The manager indicates that the results of the first half of this annuity “are in line with the double-digit growth objective proposed for this year.” As he adds, the firm is experiencing a better performance in the Spanish market than in the rest of Europe.

According to Locatelli, the two brands managed by the Millet Mountain Group, Millet and Lafuma, are growing, but with different characteristics. Millet is aimed at the more technical outdoor customer, it has an established distribution in specialist stores and currently represents 80% of turnover.

For its part, Lafuma is conceived for a client who is starting or is approaching the world of outdoor.

Trail running empowerment

At the beginning of June, the group started its sell-in campaign in Spain for spring-summer 2023.

Among the novelties that they present, Locatelli highlights the bet that Millet makes for the specialty of trail running, a move that will continue and will be promoted in future campaigns.

For its part, Lafuma maintains its commitment to sustainability by incorporating collections based on the use of recycled material.

The Millet Mountain Group has brought forward the start of its current sell-in-summer campaign compared to its usual dates, as it did last fall, due to existing logistical problems that force the start of production to be brought forward. Locatelli points out that they have not anticipated “as much as other brands because they have preferred to wait to be able to go with an important part of the garment sampler and not just go with a catalog”.

Proximity Manufacturing

The Millet brand incorporates in its spring 2023 collection some trail running shoes that will be manufactured in France, being the first time that the company produces footwear in that country.

Locatelli conveys that there is a desire to return to the origins of the firm, promoting local manufacturing. This is motivated both by sustainability issues and by the intention of reducing delivery times and thus avoiding the logistical problems that manufacturing in Asia represents in recent years.

The manager affirms that “own and local manufacturing is important for us” and points out that the group already produces its most technical textiles in its own factories located in Hungary and Tunisia. An example of the group’s commitment in this regard is the recent transfer of its production from Tunisia to more modern facilities.


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