COMPANY PROFILE

Index p. 3 p. 4 p. 5 p. 6 p. 7

p. 13 p .14 p. 15 p. 16 p. 17

Overview Mission Customers Store Design & Product Development Communication New Media & CRM In Store Events Social Responsibility Press Clippings

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Overview Upim was founded in 1928 when it opened its first store in Verona. Its long history as a department store came to a turning point in 2009, when Gruppo Coin bought the brand and completely overhauled the formula. Following the purchase of Bernardi in August 2012 an important development plan for the sales network has been put in place. •  Sales of € 212 million in 2016 •  Over 200 stores, out of which almost

half DOS •  Average retail surface of 1.000 sqm in

own-managed stores

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Mission Upim, family value Upim is an everyday low-price department store, a reference point for a value for money and accessible shopping, to meet the real needs of families. Upim is “close to people”

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Customers Target customers: families with kids •  Women (68%), men (32%)

•  25-44 years (45%) and 45-64 years (35%)

Real people placing a value on every day money-saving offers.

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Store Over 200 stores, out of which almost half directly owned, located in city centres, shopping mall and residential areas. Upim offers products ranging from clothing for all the family, toiletries, cosmetics, and home decoration.

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Upim Design & Product Development Department is led by experienced Fashion Directors and operates with designers, product managers and pattern makers ensuring the evolution of fashion trends and a costant renewal in the product range: men’s, women’s, kidswear and home decoration collections. Upim housebrands: WOMENSWEAR •  Iwie •  Nice & Chic •  Nymos •  Kate Mee •  Rosa Thea MENSWEAR •  Man_Code •  J. Hart & Bros. •  Privacy •  Project

KIDSWEAR •  Blukids

HOME DECORATION •  Croff

Design & Product Development

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Design & Product Development WOMENSWEAR

Woman Young woman Underwear Accessories Curvy

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Design & Product Development MENSWEAR

MAN_CODE Formal Casual Underwear Accessories

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Design & Product Development KIDSWEAR

Blukids is the Upim clothing brand dedicated to kids. Its mission is to offer “active” clothing for kids aged from 0 to 14 years, following every growth stage, with a range of everyday low price clothes. The collections stand out for their quality and use of natural fibres, always at affordable prices. Blukids has renewed its formula opening about 200 stores. The communication concept shows real kids and not the stereotypes seen in adverts. Kids running, fighting, crying, laughing, getting dirty and hugging. Their beauty lies in their being genuine and their clothes are cut out for this way of life.

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Design & Product Development HOME DECORATION

Croff represents a modern, young and informal home with collections to express all of the main areas: soft furnishings, tableware, kitchenware, accessories and complementary furnishing items. It is a reference point for homewares, aimed at satisfying specific demand with good-quality basic products at accessible prices. The range of soft furnishings and accessories is renewed regularly with the launch of seasonal collections.

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Upim works pro-actively to ensure quality. Laboratory tests and quality controls are carried out annually by suppliers and independent third-party test institutes to guarantee that the quality of products complies with the standards in terms of in-house requirements and current legislation in relation to production, materials and procedures. For many childrenswear and underwear products Blukids uses Biocotton (grown without the use of any synthetic agricultural chemicals) and is certified by Oeko-Tex to make sure no chemicals are used in the garments.

QUALITY

Design & Product Development

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The communication makes reference to the added value given to the family, expressed in the campaign claim: “Upim, more value”.

Communication

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New Media & CRM

UPIMCARD: 450.000 cardholders

UPIM APP

Social Networks

Upim.it

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In-Store events Partnership with Donna Moderna (one of the most popular Italian women’s magazine): Donna Moderna castings took place in Upim stores to select the protagonists of a editorials dedicated to the brand collections. Partnership with Casa Facile (one of the most popular Italian design magazine): the designers of Casa Facile present to clients the Croff home decoration collections in Upim stores. 15

Social Responsibility

“La settimana della buona spesa” AIRC for research

against cancer

“Io Non Me Ne Frego” COOPI’s campaign

“Progetto Italia” By Emergency

Telethon foundation for scientific research against genetic

diseases

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Press Clippings

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Press Clippings

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UPIM Via Terraglio 17

30174 Venezia Mestre www.upim.it