Plas­tic fan­tas­tic

Furla CEO Eraldo Po­letto was in Malaysia to share his thoughts and to cel­e­brate the Candy Bris­sima bag.

The Star Malaysia - Star2 - - TRENDS - By NA­DINE FER­NAN­DEZ star2@thes­tar.com.my

FURLA re­cently re­launched in Malaysia with a new bou­tique at Bangsar Vil­lage. The brand, known for its af­ford­able and stylish bags, was also cel­e­brat­ing its Candy Bris­sima bag.

That par­tic­u­lar bag, was on a world­wide “tour” so to speak, and CEO Eraldo Po­letto came down to Kuala Lumpur for the event.

Po­letto was ap­pointed the po­si­tion in June 2010 and has been work­ing along­side the pres­i­dent, Gio­vanna Furlan­etto.

“My re­la­tion­ship with Furla was des­tiny. I be­lieve in the brand. Things al­ways hap­pen for a rea­son and al­though you may not know it at first, but it re­veals it­self later,” said Po­letto.

Prior to Furla, Po­letto was a mem­ber of the ex­ec­u­tive team and the board of Re­tail Brand Al­liance Inc., leader of the Brooks Broth­ers brand, pres­i­dent of Brooks Broth­ers In­ter­na­tional Inc. and di­rec­tor of the Board of Brooks Broth­ers Ja­pan, Brooks Broth­ers UK and Brooks Broth­ers Europe.

Hav­ing been based in the United States since 1997, Po­letto wanted to ap­ply what he had learnt there back home in Europe. His po­si­tion there as pres­i­dent of strate­gic de­vel­op­ment and in­ter­na­tional busi­ness in late 2007 gave him a con­sid­er­able un­der­stand­ing and knowl­edge of global mar­kets as well as de­vel­op­ing proven tac­ti­cal and strate­gic lead­er­ship skills.

His cur­rent goal is to com­bine the Amer­i­can prag­ma­tism in terms of their re­tail mind­set, with the amaz­ing abil­ity of the Ital­ians to de­sign, cre­ate and make a prod­uct. And to marry it all with the en­ergy of Asia.

On his many trav­els to Asia, Po­letto said he loved the con­ti­nent due to its vi­brancy.

“De­spite there be­ing so many dif­fer­ent coun­tries, the one thing Asia has in com­mon is the en­ergy of the young. Ev­ery­time I am in­ter­viewed in Asia, it is al­ways by a young jour­nal­ist. It is this prom­ise and zest that only youth brings that I want to in­cor­po­rate into Furla,” he said.

While tour­ing the world with the Candy Bris­sima, Po­letto pro­motes the bag as a plat­form to play with to cre­ate and to recre­ate, to de­stroy and re­assem­ble again with other parts.

“The bag can be trans­formed. Through its con­nec­tion with young emerg­ing artists, Furla sup­ports self-ex­pres­sion. Ev­ery two years, there is a Furla event to pro­mote a young artist to give them vis­i­bil­ity not as a mar­ket­ing gim­mick but purely to sup­port young artists in ex­press­ing them­selves,” Po­letto said.

Elab­o­rat­ing fur­ther, he added, “As a com­pany, we have the obli­ga­tion to give some­thing back. We have to. More than giv­ing back, it is a way to al­low young artists to be­come vis­i­ble. The Furla foun­da­tion and the Candy Bris­sima bag helps with this. It also al­lows us to have a lit­tle fun with the Candy.”

Po­letto is ob­vi­ously, of course, a fan of the bag, say­ing it’s a phenom­e­nal idea. Start­ing from a ba­sic shape, it uses tech­no­log­i­cally en­hanced PVC. It is also sewn to­gether with a ma­chine used for boots. Eclec­tic and fun, the Candy bag plays an im­por­tant role in the char­ac­ter­is­tic of what Furla is.

Look­ing to the fu­ture, Po­letto says there is a

Ver­sa­tile: need to grow very fast.

“We need to achieve a more crit­i­cal size to com­pete with pre­mium brands. Pop­u­la­tion spend­ing is there, but if we want to com­pete with lux­ury brands, we have no choice but to add crit­i­cal mass to busi­ness,” he said.

With that in mind, the next step is to ex­pand and to be­come a life­style brand as op­posed to just bags. Hav­ing al­ready in­cor­po­rated sun­glasses, wal­lets and shoes, fur­ther ef­fort has to be made.

“In or­der to be­come a free stand­ing project, we need to cre­ate a World of Furla. It is close to be­ing a 90-year-old com­pany and so there is a need to achieve a more lux­ury sta­tus.”

Furla is on the ground floor of Bangsar Vil­lage II in Bangsar as well as Level 2, Pavil­ion KL.

Eraldo Po­letto

says Furla’s col­lab­o­ra­tion with

young artists al­lows them to ‘have a lit­tle fun with the Candy’.

(Above) The Candy bag suits ev­ery oc­ca­sion. (Left) A Mag­no­lia Toni Furla Candy bag.

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