Italia Independent has a new commercial strategy – the shop-in-shop – as a corner in eyewear stores, discotheques and restaurants. The corners sell eyewear, apparel and motorbike helmets produced by Italia Independent. The store gets the merchandise on a consignment basis, with a contract stipulating that the supplier takes care of the style and the fixtures of the corner, investing from €7,000 to €10,000 per outlet; the store pays the wholesale price on items sold, plus a 10 percent royalty on the retail price.
A few months after the launch of the concept, there are already seven Italia Independent shop-in-shops in Northern Italian cities including Asti and Gallarate, mostly located in optical stores. The number is expected to rise to 50 in the near future. During the Mido show Italia Independent received requests from Spain, South Korea and Egypt. The current corners already stock footwear, sweatshirts and knitwear. By September all the company's products, eyewear included, will be sold exclusively in the company's shop-in-shops and concept stores.
Italia Independent's global sales continue to grow at an impressive pace, from €10 million in 2009 to €40 million in 2011, €6 million of which were generated by eyewear. Volumes have grown at more than twice the rate of turnover, because the company is selling a greater number of less expensive items.