Page 19 - October 2020

Visionary Modernism “We currently operate seven across

Italy and the US, we have made several
The Italian brand Eleventy believes in the concept of a world where people aspire to important partnerships with the most
become the best version of themselves through daily gestures and interactions with other important department stores in UK,
people and with the environment that surrounds them. Here, RLI speaks with company Ireland, France, Turkey, Middle East,

Co-Founder Marco Baldassari about how the company has come through a time of Korea, Japan and North America”
adversity and what its plans are for the future.

ustomers of Eleventy are part of a modern Turkey, Middle East, Korea, Japan and North America,” he likes to be involved with everything that the company
tribe who believe in the importance of family explains Marco Baldassari, Co-Founder of Eleventy. does, and there are only 24 hours in a day to stay on top
relationships and in the powerful accelerator Despite the difficulties of the last few months, the company’s of everything. Baldassari and the team at Eleventy are
Cmechanism of positivity. Their main characteristics strategic guidelines have remained, and further development determined to grow the company in the right way and
are being genuine, humble, positive and self-confident. of strategic partnerships with primary wholesale operators to not just open stores for the sake of opening stores
The idea behind Eleventy is to maximise the experience has continued along with a strong push on the online channel and running the risk of potentially diluting their offer and
and taste of having style and the security of being confident and the digitalisation of the selling process. possibly lowering its quality.
in the world. “Given the current crisis, we reduced our investment Due to the ongoing effects of Covid-19, the future
Founded in 2007 by Marco Baldassari and Paolo Zuntini, plan and every decision we made was characterised by of retail may look very different and brand experience
they were joined by Andrea Scuderi who entered the a spirit of great prudence,” comments Baldassari. “We will play a key role in engaging and maintaining customer
company as a partner and Operation Executive two years focused on the areas that could have made a difference support in difficult times. How will the company ensure
later. Five years later in 2014, Vei Capital, the private equity to the market; luckily for us we are a very flexible and fast guests are loyal and continue to come back?
operator took over 51 per cent of the company and as company, therefore we were able to start many initiatives “Through tailor-made services aimed at the customer
the company continued to grow it launched its US arm in in a fairly short time.” and with a continuous and constant information channel
2016 with the opening of new Eleventy headquarters in Most recently, the business opened a new Eleventy through newsletters and social channels,” says Baldassari.
New York City. store in Connecticut, US as it continues its clear and In the modern retail world, there is now huge importance
With headquarters that have always been in Milan, focused store expansion. They also launched a new pop- placed on social media, and the importance of having
the business has a retail network today that consists of up in collaboration with Braun Hamburg. influencers and a strong position on social media platforms
numerous boutiques, shop-in-shops and corners present Each new store that is opened in the portfolio is only has never been more relevant.
in the most important and famous shop windows in done after thorough research that takes into account Baldassari considers the philosophy behind Eleventy of
the world, from Europe to Australia, as well as a dense the location, the local market and the brand experience wanting people to be all they can be, and helping them to
network of high-level multi-brand stores distributed all that they want to transfer to the consumer. Within each achieve this through the power of their wardrobe to be
over the world. location is a clear governing principle that unites all of the the key driver behind the brand’s success to date.
“We currently operate seven across Italy and the US, products in their range. “Intelligent luxury is a modern interpretation of the
we have made several important partnerships with the It may appear that the company is growing at a cautious style, versatility and vision of human interactions in the
most important department stores in UK, Ireland, France, rate; however this is not the case. Baldassari comments that world,” he concludes.

CAPRI, Italy BROWN THOMAS, Republic of Ireland SELFRIDGES, UK

20 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2019