Jun 30th, 2016
Chervo on the up and up
Italian golf fashion brand takes back control
Words: John Dean
Leading golf and leisure apparel brand Chervò is reaping the rewards after taking back control of its worldwide distribution.
Chervò’s revenue rose by five per cent in Italy in 2015 while it also enjoyed improved performances across the globe after deciding at the start of last year to directly manage the distribution in various countries including Italy, France, Austria, Germany and the UK.
In a change of direction, the company took direct control of 60 per cent of its international product distribution, with the remainder entrusted to qualified distributors, and the strategy has proved an instant success with the luxury brand forecast to continue expanding in 2016.
"We realised that, in such an uncertain economic situation, we needed a quality breakthrough,” explained Manfred Erlacher, CEO of Chervò 'Spa, “a change that would allow us to ensure a more attentive service in customer management and their needs. So we invested in the evolution of the company’s structure, aligning it to a new business logic that requires greater control of distribution."
Created in 1982 by Manfred and his brother Peter Erlacher, Chervò offers a range of vibrant, stylish and authentic collections, which feature the latest cutting-edge technology and performance materials.
The brand’s pioneering technologies include its globally-acclaimed DRY-MATIC® technology, which can be seen on its latest line of trousers for men and women and offer an extraordinary ability to dry quickly, combining maximum freshness and comfort with an elegant fit.
Chervò is available at around 1,000 multi-brand venues worldwide, and is established as the leading golf and leisure apparel brand in Italy and numerous other European countries including Germany, Switzerland, Austria, Belgium and Spain.