“After crossing and capturing the most important Italian squares and creating long lasting relationships with the most important Made in Italy fashion houses, in 1990 another big change occurred: the fall of Berlin Wall opened a new perspective on the East Europeans countries, unknown new worlds leaning out for the first time on the Western markets.
We travelled for months through Poland, Hungary, Romania, Bulgaria, Russia, Azerbaijan, searching for new clients who showed interest in acquiring our stocks of the most important Italian brands, and creating new and stable partnerships in these markets.”

Giuseppe Caviglia

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Lilla spa is currently active on numerous markets, with different approaches according to the local characteristics. Of special importance for our business are those countries which aren’t able to offer to the fashion manufacturers the conditions for a rewarding development of the primary distribution, because of their distance from the economical or socio-political western standards.

Basically we’re talking about the following cases:

  • Markets with a lowered purchasing power, which need to be approached with accessible price levels.
  • Markets with a “reversed seasonality”, where the products belonging to the last season can be promptly put successfully into the market.
  • Hardly penetrable markets, where trade is restrained by protectionism and  where new products can access to only after a strong reduction of the original costs.
  • Markets without seasonal alternation, which have a great uptake potential and represent good trading opportunities for the future.

“In Poland, in 1993, we opened the first Max Mara monobrand –  straight after we became official importers and distributors for the Max Mara group, Marella, Marina Rinaldi etc.
7 years after the success of Max Mara in Poland, we moved to Asia and traveled through the Philippines, Thailand, Vietnam, Indonesia – poor but emerging countries. In the Philippines we structured a group of 36 stores and managed to sell around 500.000 pieces of fashion  clothing per year.“

Giuseppe Caviglia