May 13 – Italian shirts are very much appreciated in China and now AndCamicie decided to make the most out of this, by planning the opening of 20 stores (by 2015) and production relocation. In November, the Venetian company adhered to a project sponsored by the Chinese Wahaha Group to build 20 new Waow Plaza shopping centers in major Chinese cities. The first pilot mall opened in Hangzou, about 300 kilometers from Shanghai, and it was intended to test the favor of the local public to European brands. AndCamicie was successful in convincing local consumers as the positive outcome of the Hangzou test led to the trade agreement that sees the Italian brand in the list of upcoming openings in China under the auspices of Zong Qinghou. The next Waow Plaza will open in October in Zhuzhou, with three more openings to come in 2013. The outlets will respect the visual that AndCamicie uses for Italian and European retailers: a floor area of 50 square meters that will offer products for both women and men. It is expected that the latter category will be more successful, as most retail stores are located in next to the financial and administrative areas of the selected cities. The agreement also provides for the relocation of production to Italy for all the goods entering the Chinese market. “Having spent a lifetime buying the finest fabrics in China to transform them into shirts – says the owner of AndCamicie Paolo Pistellato – now we are finally back in China, but with a different role: as leaders in our field. This agreement fuels the sector of mid-range clothing, the sector which is suffering the most from the uncertain economic situation.”
