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The generational handover at Orciani boosts ideas and revenues

by Giulia Crivelli

Communication and dialogue between generations are always difficult. Today maybe more than ever: the social and technological changes over the last few years have been numerous, and for many, too much. Even more difficult is the generational handover in a company: along with the external factors there are also the personal issues. But it would be wrong to claim that children can blossom only if parents stand aside. Above all for a company.

An example is the case of Orciani, a firm from the Marche region of Italy, founded about 30 years ago making belts for men. It is nice to see the founder, Claudio, next to his daughter, Claudia, 30. The young woman does not hesitate to define herself as a “Caterpillar tractor” for how she manages her role as head of commercial expansion in Italy and abroad. She speaks perfect English which she has refined in the field, because over recent years she has passed more time on airplanes than in her native (and loved) Fano, in the province of Pesaro Urbino.

It is also nice to hear her mention Federica, 27, the other daughter of Claudio Orciani, who has been handling the design department for a few years now.

“We are very different, fortunately. But we get along and above all we listen to each other,” said Claudia. “Luckily, every now and then they also listen to me,” added the father, proudly. “I would never have forced them to enter the company, but it is a great joy to see that they chose to autonomously and that they work with a lot of passion.”

The results are plain to see: Orciani built its success with leather belts but then it diversified into bags and accessories. The lines introduced by Federica “refreshed” the image of the company and boosted sales. The Sveva model, in particular, has been one of the most sold bags in Italy for more than a year now. And it is also among the most counterfeited, a sad but sure sign of great success.

In 2016, Orciani’s turnover rose by 20% to €12 million and a similar rise is expected in 2017. “Strengthening the men’s line is the next step of a route in which there is also change in distribution,” underlined Claudia. “We made a selection of our wholesale clients in Italy, we are building relationships with US department stores and in Milan, in via Spiga, we have opened the first Italian single brand store. Now it’s the men’s turn.”

Federica has created a capsule of bags and small leather goods that will be presented in preview at the upcoming Pitti fashion fair (June 13-16), designed for a male clientele that is younger, cosmopolitan, and as interested in bags as women. “There is a cultural change: guys and young men no longer have a problem using bags and over the shoulder satchels. But as with the Sveva, we think we understand another need: that of giving the right economic value to a product,” added Claudio Orciani.


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