MarketThe Maltese market has always been price

sensitive, yet for the Camilleris, it has beenpositive, as it has always adopted the policy of'small profit, quick return', even though itsproducts and brands are all crowd-pullers.C. Camilleri & Sons is the oldest in the Group anddates back to 1843. C. Camilleri & Sons(Catering) is one of the leading caterers on theisland. Although the company started itsoperation in 1983, a purpose-built factory to EUspecifications, was opened in 2003. CamilleriEstablishments owns the popular BHS, includingTammy and lately Burton's franchise, whileCamilleri Trading owns the Mothercare franchise,both of which are well patronised.Even now that the fifth generation has emerged, allbrands are highly valued and close to the heart ofits owners, and it approaches all that it does witha passion.

AchievementsThe Camilleri Group has recently acquired the

franchise for GoldenPoint. With brands like SiSi,Philippe Matignon and Omsa, among others, theCompany specialises in lingerie, nightwear, ladies'

tights and swimwear. There are plans for two newoutlets for this franchise, with the first opening inlate November, 2009.In 2008, the group refurbished its flagship sweetshop spread over 105 m2 in Merchants Street fromwhere it has always operated.In April 2009, the Group set up an operation in

Libya for BHS with a 3,500 m2 store.Various awards were received throughout theyears with the oldest award being given to C.Camilleri & Sons.This was a silver medal for qualityof product from America in 1926.Almost every year since 1988 BHS has givenawards, varying from Best Promotion Campaign in1997 and 1998, to Best New Store Opening(Birkirkara) in 2003 and Best Percentage SalesIncrease in 2006 and 2007.Camilleri Trading Ltd was also awarded byMothercare in 2007 for its OutstandingContribution to the brand on the 10th anniversaryof opening in Malta.

HistoryCalcedonio Camilleri started this family business

as C. Camilleri & Sons in 1843. He established aconfectionery shop in Merchants Street, Valletta,which today is still the company's flagship store.The company has been sold to four successivegenerations of the Camilleri family.Since its inception, C. Camilleri & Sons has alwaysfocused on the retail of chocolate, confectionery,biscuits and diabetic products.

The Camilleri family has for generations been associated with the confectionery trade.With over 165 yearsof continuous trading activity, the family-owned group of companies has diversified in the past threedecades into the outside catering, wearing apparel and home furnishings sectors. Camilleri Group hasaggressive expansion plans both in its core business and the new sector, not just in Malta but also abroad.

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The fourth generation of the Camilleri family,namely the brothers Charles, Anthony, Joseph andAndré, acquired the company in 1980. Theyimmediately embarked on an expansion anddiversification strategy that included the setting upof a Catering division, the opening of two sweetshops at Bay Street, St. Julians, one exclusivelyselling Perugina products and the other,Sweetmate, a Pick 'n' Mix outlet. The CateringDivision acquired the lease of a wedding venue,Olive Gardens, in Mdina.Another six shops were opened to operate thefranchises of BHS and Mothercare. The locationsare Valletta, Sliema and Birkirkara - three topshopping destinations.The Camilleri Group moved to centralisedpremises in Tal-Handaq, Qormi, in 2004 andopened two Pick 'n' Mix and Ice-Cream Parlours atMalta International Airport. In 2009 the Groupemployed 250 people in various sections.

ProductCamilleri Group represents a number of top

confectionery brands, apart from producing itsown. These brands include Border Biscuits,Bristow's of Devon, Mogens Hyllested, RitterSport, Max Kiene, Perugina, Motta, Sila Gum,Sebahat Turkish Delight, and IDU Piselli.It also represents four wineries, Cabert (Friuli),

Montellori (Toscana), Manfredi (Piemonte) andTerre De La Cvstudia (Umbria).The local delicacies, freshly prepared daily, includecakes, cream cakes and other confectionary items,like home-made ice-cream, pastries, truffles, as wellas all traditional sweets such as honey rings, figolliand almond cakes, just to mention a few.The Catering division caters for all types offunctions, receptions and parties at both theprivate and corporate level. It operates thereception venue, Olive Gardens.The franchises section represents BHS, with some2,000 m2 of shop area in Valletta, Sliema andBirkirkara; and Mothercare, with over 1,000 m2 ofshop area in these three commercial centres.

There are also the Pick 'n' Mix and Ice-CreamParlours at Bay Street and Malta InternationalAirport.

Recent DevelopmentsTwo BHS outlets have been opened, one in

Birkirkara in 2004 and another in Tripoli, Libya,with an area of 3,500 m2 in 2008. The thirdMothercare outlet opened in Birkirkara in 2008.The company is currently on track to open 10new sweet shops around Malta and Gozo in thenext five years and two GoldenPoint outlets.

PromotionThe Camilleri Group regularly conducts

advertising campaigns in local newspapers and highquality glossy magazines. It places some advertisingon television but its major promotional efforts arecurrently dedicated to developing its website, withEuropean Union funding, to enable it to takeorders and accept sales online.The group also runs a loyalty scheme for all itsclients.The Royal & Loyal card, given to customerson application, allows clients to benefit from pointswhen buying from all its retail outlets.Charity is close to the heart of the Camilleri family.Although a closed book, it is the family ethos notto boast about its charitable giving.The environment is also a concern and theCamilleri Group is currently seeking to acquire anelectric van that will enable it to supply its shops inValletta without polluting the capital'senvironment.

Brand valuesEven before the expiry date was introduced, C.Camilleri & Sons was renowned for its freshproduct. Most importantly, to the group, itwants to ensure that its clients get value formoney. Service and quality are of the highestlevels and it is constantly striving to maintain aclear focus on the personal needs of itscustomers and personnel. Ethically, the grouphas always sought new products to enable it toexpand and diversify without treading onanyone's toes.

Things you didn’t know about Camilleri Group

- The C. Camilleri & Sons outlet inValletta has been operated by the Camillerifamily since the business was opened in1843 and is the oldest confectionery shopin Malta.

- The company was the pioneer of thePick 'n' Mix self-service sweet concept inMalta.

- The Camilleri Group outlets have atotal area of 7,000 m2.

- The Camilleri Group is one of the few companies to be involved in wholesaleand retail, distribution, manufacture andservice.

1843C. Camilleri & Sons isestablished byCalcedonio Camilleri,who opens a confe-ctionery shop inMerchants Street,Valletta. In 2000Perugina andSweetmate open inBay Street, St Julian's,and in 2004 at MaltaInternational Airport.

1980The business passes onto the fourth genera-tion when the bro-thers Charles,Anthony,Joseph and Andréacquire the business.They centralise opera-tions in Tal-Handaq,Qormi, in 2003.

1988CamilleriEstablishments Ltd isformed and the firstBHS outlet is openedin Merchants Street,Valletta, opposite theconfectionery outlet.Other outlets areopened in 1993 inSliema and in 2004 inBirkirkara.

1997Mothercare is intro-duced to Malta, repre-sented by a new groupsubsidiary, CamilleriTrading Ltd. Two moreoutlets open in 2003 inSliema and in 2008 inBirkirkara.

2004The Catering division,set up in 1983, isincorporated as C.Camilleri & Sons(Catering) Ltd. Itacquires the OliveGardens receptionvenue in 2003.

2009The group opens itsfirst BHS outlet inTripoli, Libya, with ashop area of 3,500 m2.