LIFCO s.a.l - Original Marines

IMAP EXPORT s.p.a
Interporto Di Nola. Lotto H . Blocco C .
Modulo 5678, Localita Boscofangone.
80035 NOLA (NA)- Italia
[email protected]
www.originalmarines.it
LIFCO s.a.l
6th floor, Azzam centre,Serail square
Jdeideh - Lebanon
Phone: +9611888034
[email protected]
www.originalmarineslb.com
History
Original Marines was founded in 1983 by a group of business men from the region of Campania, Italy. The Company, was formed to
create, produce and distribute garment for the whole family and everyone who loves fine casual and sport wear. It had a good
response from national and international markets thanks to a winning philosophy pointing to our excellent symmetry between
quality and prices. The name “Original Marines” was born during the start up phase when the Company commercialized over 25
millions t-shirts, the white original worn by the Marines. From the first Original Marines store in 1992, the Company grew over the
years up to 600 shops, 77 of which located abroad. Today Original Marines is not only a famous brand but a way of being, a way of
living. The creations are tailored on the target customers: positive, cheerful and dynamic people choosing Original Marines as a way
to belong to an ethic Company increasingly conscientious of customers needs and their welfare.
1983
The Original Marines textile Company was founded. Specialized in the marketing of the famous white t-shirt, the
Company sold 25 million pieces in a few years. After this success, the Company decided to create a series of casual and
sport collections.
1992
The first Original Marines store was inaugurated and only four years later they reached a total of 100 Original Marines
franchising stores in franchise all over Italy.
1998
A multi-year licensing agreement was signed with the multinational entertainment Warner Bros Company for the use of
Looney Tunes characters in the Original Marines collections. By then together with its own trade mark Original Marines is
also using the licensor’s trademark on a few lines.
2004
The expansion plan was proceeding rapidly abroad with 28 stores outside national borders.
2005
The Original Marines single-branded stores exceed 400 units in Italy and founded a new company located in Lebanon
under the name of LIFCO s.a.l that became responsible for the development program in the Middle East and Africa.
2007
The total income of the shops continued growing. The Institute of research Databank awarded Original Marines with the
“2007 Company to Watch” in the field of children’s clothing. The brand conquered the leadership of the mid-range
market with a share of 9%.
2008
Starts a plan to increase average sales areas together with new display structures to give greater weight to first-months
collections and new home wear and girl tights.
2010
The 600 stores goal was reached and surpassed. The group profits reached 186,000,000*
Italy Income Growth
Italy Income Growth
Middle East and Africa Income Growth
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
REVENUE ($)
2,000,000
0
2005
2006
2007
2008
2009
2010
Franchising PROJECT
The distribution strategy chosen by Original Marines is one of the major aspects of its success. A strong franchising network,
covering the national and international territory, with stores in more than 400 different locations with 489 franchised stores,
62 direct sales stores and 77 shops located in Europe, Asia, Africa and South America. Opening a franchising Original Marines
shop is like becoming part of a big family, with a compelling atmosphere, a common passion, true values and companionship.
Original Marines provides you all the necessary support during the initial stages and constant assistance to rely on.
Support:
• Location of a suitable area and the right store position.
• Probability study and foresight of the income statement.
• Creation of a project of store decoration.
• Training program on pre-and post-opening, sales techniques,
product, warehouse
management, visual merchandising and shop window decor.
• Periodic visits of area counselors.
• Monitoring activities.
Affiliate Agreement
The affiliate program provides the stipulation of a contract between the owner of the new store and IMAP Export
Spa and/or LIFCO sal, depending on the location of the shop.
The two fundamental principles of the program are the protection of Original Marines trademarks and the
business autonomy of the new affiliate.
Terms and Conditions:
• No payment of royalties
• No entry fee
• Temporary and free use of Original Marines and Family
Store trademarks.
• Delivery of a bank warranty of 60,000 USD.
• 5 years membership period.
• Computerization of the store.
• Insurance against theft, fire and RC.
• No fixed minimum purchase of articles.
The Store
Family Stores and Original Marines Kids Store make you feel like home. The Original Marines stores are designed considering children and
adults needs. The modern and functional furniture together with attractive colors are intended to bring out the best exposure of the
collection. Each store must be located in areas of high interest, with a catchment area of a minimum of 30,000 inhabitants. Each store
must have a sales surface of at least 140 square meters, excluding warehouse areas. Even in case of smaller areas the franchisee can open
a Kids Store dedicated exclusively to children between 0 and 16 years. Besides it is essential that new stores furniture and look are aligned
to the others of the franchise network, for this reason furniture and equipment must be purchased from companies contributing to the
design of the Original Marines shops. The furniture, which is provided by a specialized company in Italy, costs about 400 Euros per sqm for
stores that are larger than 120 sqm. The interior design is realized by expert staff that study the best way to maximize the merchandise
storage and sales.
• Catchment area at least 30,000 inhabitants
• Minimum area 140 square meters for the
Family Store
• Furniture costs about 400 euro / sqm
• Opportunity of financial support
• Technical study
Network in Numbers Europe
Italy & Europe 2008
Italy & Europe 2009
Italy & Europe 2010
FRANCHISING
489
501
560
DIRECT STORES
60
62
66
SOLD PIECES
15.800.000
18.200.000
26.000.000
Network in Numbers Middle East & Africa
Middle East and Africa 2008
Middle East and Africa 2009
Middle East and Africa 2010
FRANCHISING
15
16
20
DIRECT STORES
20
22
24
SOLD PIECES
1.450.000
1.850.000
2.100.000
Stores in Middle East and Africa
MIDDLE EAST
LEBANON
24
SYRIA
2
KUWAIT
2
KSA
1
AFRICA
EGYPT
4
MOROCCO
4
TUNIS
1
SENEGAL
1
CAMEROUN
1
GABON
1
IVORY-COAST
1
SOUTH AFRICA
1
ASIA
YEREVAN
1
0
5
10
15
20
25
30
Stores Development Middle East and Africa
25
20
20
15
16
15
12
FRANCHISING
10
6
5
3
0
2005
2006
2007
2008
2009
2010
30
25
24
22
20
20
15
15
DIRECT
10
8
5
4
0
2005
2006
2007
2008
2009
2010
Product
Quality, flair and creativity are the hallmarks of the Original Marines fashion collections. Thanks to their unique style and versatility
Original Marines’ garments are perfect in every situations. Comfortable, practical and enriched with details that can not be unseen. Great
attention is paid to product’s quality: using only the best yarns, giving extreme importance during all the stages of production, in order to
offer exclusive garments at a very competitive price. All fabric suppliers are certified, the productions are constantly monitored by experts
in quality control matter. Our collections are divided by themes: Urban, Casual, Sport, Special Day, Christmas, Back to school and
Beachwear, addressed to the whole family, from newborn to adults. Product assortment is very wide, together with the production of
sportswear and casual clothing, some items are dedicated to newborn, a collection of pajamas, accessories, socks and shoes for a total
look.
Our care for quality is demonstrated by the Cotton USA certification. The Cotton USA
Mark stands for purity, comfort and fabrics softness. Great attention is given to finishing
accessories, as Original Marines uses YKK zippers, a world leader in development and
production of textile products for closures.
Licenses
Thanks to business licensing, Original Marines fashion collections are enriched with many loved characters by
young and adults. Our licenses include the prestigious partnership, established in 1998, with Warner Bros for the
use of the Looney Tunes characters; the agreement with Metro Goldwyn Mayer for the use of the Pink Panther; the
alliance with Century Fox for the collection inspired by the Simpsons family. Recently Original Marines world
welcomed the beloved Disney characters.
Communication
Fine, sunny and trendy images. Original Marines communication while renewing and following modern trends, has a specific principle: originality,
that makes our communication instantly distinguishable from competitors while supporting its reputation. With a careful branding policy Original
Marines has enhanced our positive brand vision year after year. In addition to P.O.P. material and the creation of four catalogs per year,
distributed through shops and dedicated magazine, Original Marines each season provides considerable advertising investments to be present on
the best magazines, billboards, radios and TVs with excellent target coverage reaching all families. Nice promotions are also provided in our
stores. Besides the Company is constantly engaged in sponsoring and organizing events for the entire family.
Social Commitment
Original Marines is also concerned about social initiatives, contributing to several projects dedicated to children, such as non-profit
initiatives as Kaledo (dealing with nutritional education of children), ABIO association(helping children in hospital also supporting
their parents), Cannavaro Ferrara Foundation Onlus (financing development projects in Naples, giving particular care to children
living a social complexity contest). Company’s social commitment extends to environment matters promoting family awareness on
important issues such as energy saving, respect for nature, promoting a sustainable lifestyle. Original Marines stipulated an
agreement with Legambiente promoting eco-sustainable projects.
Original Marines
a Trade Mark of Imap Export S.p.A.
Interporto di Nola • Lot H • Block C • Section 5678
Boscofangone • 80035 NOLA (NA) - Italy
Ph. +39 081 082 10 01 • Fx. +39 081 082 13 01
www.originalmarines.com
Original Marines
Middle East and Africa
LIFCO s.a.l
6th floor, Azzam centre,Serail square
Jdeideh - Lebanon
Phone: +9611888034
[email protected]
www.originalmarineslb.com