the brand - Neri Karra

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THE BRAND
LOVE MADE VISIBLE
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ITALIAN QUALITY
Tuscany, Italy
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LONDON CREATIVITY
Claridges, Mayfair
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TURKISH CRAFTSMANSHIP
Hagia Sofia, Istanbul
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INDEX
INTRODUCTION
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STATEMENT 08
FACTS & FIGURES
BRAND POSITIONING
THE PEOPLE THAT MAKE NERI KARRA
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STORE CONCEPT /
SHOWROOM
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FOUNDER
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CHILDHOOD DREAM
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10
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NERI KARRA USP
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OUR FACTORY
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INTRODUCTION
Neri Karra is a global leather goods brand prized for its
inspired design, passion for skilled handiwork and use of the
most exquisite materials sourced from the very best suppliers.
Neri Karra was founded on the principle of doing things
right. This simple, but deep-rooted brand pledge resonated
with all our stakeholders, from suppliers and employees to
partners and customers. Most importantly, the principle of
excellence is brought to life at the skilled hands of every
craftsmen involved in the creation of our beautiful, handmade
products. We invite you to experience it for yourself.
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CRAFTED WITH LOVE
NK FACTORY, ISTANBUL
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STATEMENT
Our work is love made visible. At Neri Karra, all stages
of production are carried out with great passion and care.
This is ingrained in our brand ethos and embodied within
everyone responsible for crafting these stand alone pieces.
The integrity and time we invest in our work is not only
reflected in the beauty and quality of our products. The
craftsmen and workers we employ, the customers who
become part of our family, and the partners which which
we trade, all reflect our brand values and encapsulate what
makes Neri Karra what it is.
We believe in principles that stand the test of time.
We simply do things right and do not compromise.
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MISSY BAG
Portofino, Italy
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FACTS & FIGURES
WHERE WE ARE TODAY?
1100 40+
EMPLOYEES WORLDWIDE
SUPPLIER PARTNERS
350
30
FULL-TIME EMPLOYEES IN
ISTANBUL
DAYS FROM
ORDER TO DELIVERY
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MORGAN BRIEFCASE
Portofino, Italy
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BRAND
POSITIONING
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ITALIAN QUALITY, LONDON CREATIVITY,
TURKISH CRAFTSMANSHIP
At Neri Karra, we’ve taken the best from three unique cultures to
give our products a distinctive personality and create a differentiated
proposition for our consumers.
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AREZZO HOLDALL TRAVEL BAG
Santa Margherita, Ligure, Italy
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TIMELESS SOPHISTICATION, ROMANCING THE PAST
Neri Karra romances the past, but lives in the present. Our production
practices and brand principles reflect that idea. They harken back to
the times when things were slower, and ideas like quality over quantity
were the norm. Our design, however, very much reflects the present.
With aesthetic inspiration taken from cosmopolitan world cities such
as London, Istanbul and Miami, being meshed with functionality
fitting today’s modern life.
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DRAWING FROM THE PAST,
INVESTING IN THE FUTURE
Preserving and investing in what makes Neri Karra unique is what
allows us to grow as a brand. The expertise required to sculpt such
beautiful products is second to none. A real affinity with the past and
with the almost magical means by which our craftsmen create is what
makes all Neri Karra pieces so otherworldly yet relevant to today’s
modern consumer. Preservation of this through education, training
and honouring ethical practices, means we can instil our brand values
literally within each item we produce.
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NERI KARRA
USP
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CRAFTSMANSHIP
There is always a certain slight of hand and keenness of eye that no
machine could ever replace. For this reason, in addition to using the
most sophisticated and latest technology, every single Neri Karra
product is produced using the most precious of tools - the hands of
expert craftsmen.
It is our unique quest for perfection that preserves the quality of all
Neri Karra products for generations to come. LOVE MADE VISIBLE
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KALEIDOSCOPE OF COLOUR
Thanks to it’s strong and respected relationships with Italy’s best
leather suppliers, Neri Karra has special access to a truly wide range
of colours, patterns and materials.
We call this a ‘true kaleidoscope of colour’.
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ACCESSIBLE PRICE
A real luxury at an intelligent price.
Our commitment and dedication to accessible luxury ultimately
needs to be reflected in what it costs our consumers.
This philosophy is reflected in the affordability of truly well-made
and luxurious products.
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METAL ACCESSORIES
In addition to owning and operating its own leather factory, Neri
Karra runs their own metal accessories production facility as well.
This ensures not only the leather, but the metal accessories are also
designed and produced to the same high standards of their leather
siblings.
All of our metal accessories are made in collaboration with expert
Italian goldsmiths, designed exclusively for Neri Karra and are
palladium coated to ensure they last long and age well, an ode to
it’s production and to Neri Karra commitment to functionality and
timeless design.
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AVA CLUTCH
Le Colonne Bar @ Grand Hotel
Miramare, Santa Margherita,
Ligure, Italy
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OUR FACTORY
The secret to Neri Karra’s outstanding and meticulous
quality is hidden in Istanbul, Europe’s minaret spiked capital
of culture. It is this ancient and beautiful city that hosts Neri
Karra’s state of the art factory.
In this seven-story building, skilled leather artisans crafts
ergonomic handles, cut leather strips as small as postage
stamps, and paint each piece one at a time with the greatest
attention to detail.
Some of the employees of Neri Karra have agreed to share
some of their personal memories, professional secrets and
demonstrations of talent in the following pages.
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THE PEOPLE
THAT MAKE
NERI KARRA
( Just a few of the 350 people that produce
Neri Karra products)
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“I have worked in this sector for 22
years, and it is the first time that I
see a brand dedicated to such level of
attention to detail and quality. From
the support material
we use to the diversity
of colour and quality in
leather...”
“It takes at least two years to train to be on the cutting floor.
This training ensures that the results of our work are perfect,
and also it takes time and practice to gain the skills that allow
you to feel the leather.”
ERGIN, LEATHER
WAREHOUSE FLOOR
FAHRI, CUTTING FLOOR
— “THE KITCHEN”
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STORE CONCEPT
/ SHOWROOM
The Neri Karra showroom is housed within our factory in
Istanbul.
The showroom has been built to be an exact replica of our
store concept. Our factory doors and showroom are always
open to anyone who’d like to visit – customers, buyers,
partners and simply the curious.
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FOUNDER
The Persian poet Rumi once “I believe I fulfil my task every
said that life is like being day by creating beautiful
respecting
the
sent by a king to another products,
environment, caring for my
country in order to carry out
employees and customers who
a particular task.
all become part of my family”
NERI KARRA,
CEO & CREATIVE
DIRECTOR
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A Childhood
Dream
A childhood dream. A villa surrounded by poppy flowers. Chasing
ladybugs. White butterflies in the summer heat. Beautiful white horses.
Calves raised on mother’s milk. Fresh fruits growing on trees. Picking
fresh grapes. The ceremony of wine making. Grandmother cooking
with seasonal vegetables. Laughter. Family togetherness. Swimming
in freshwater rivers. Nature in all its purity and innocence. Integrity.
Tanneries, ironworks. Doing things with love. The beauty of handiwork.
A saddlemaker. A winegrower. The smell of leather. Wine that is made
at home. Living all four season. Running freely. Curiosity that turns into
a thirst for learning. Books. Movies. Leather that turns into a saddle.
A silk that turns into a beautiful gown. A childhood dream realized.
Neri Karra
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For Press enquiries, please contact [email protected]
For Wholesales enquiries, please contact [email protected]
WWW.NERIKARRA.COM
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