COMPANY PROFILE

OVERVIEW MISSION CUSTOMERS THE STORE BLUKIDS CROFF SHAKA INNOVATIVE BEAUTY THE COMMUNICATION NEW MEDIA & CRM IN STORE EVENTS SOCIAL RESPONSABILITY PRESS REVIEW

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INDEX

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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 € 179,5€ million in 2014

•  257 Upim and Blukids stores (116 own-managed stores and 141 franchises)

•  Average retail surface of 1,100 sqm in own-managed stores

•  Over 35 million visitors a year

•  Over 10 million receipts every year

OVERVIEW

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Direzione ImmagineNegozi

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Upim, more 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”

MISSION

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CUSTOMERS

Target customers: families with kids •  Women (68%), men (31%) •  25-44 years (45%) and 45-64 years

(35%) Real people placing a value on every day money-saving offers.

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THE STORE

There are 116 own-managed stores and 141 franchises, located in city centres, shopping mall and residential areas. Upim offers products ranging from clothing for all the family, toiletries, cosmetics, and home items. Important traffic builders are: •  Blukids, kids, 0-14 years •  Croff, home

5 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 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. This is why the pay-off is “kidproof”.

6

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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Direzione ImmagineNegozi

Shaka Innovative Beauty is the Upim brand dedicated to perfumes and cosmetics. Fast beauty brand: make up options for eyes, face, lips and nails, professional make-up accessories and a bath and skincare range. Shaka is smart, democratic and always in line with the latest trends. Every month it offers themes with new and different shades and textures according to the way the fashion and beauty worlds are moving. The wide range of items, all at affordable prices, is joined by an extreme attention to product quality, all 100% made in Europe

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The Upim campaign has a value content. Upim has become a point of reference for people looking to get past this recession with creativity and good sense. The value of saving money is expressed in the company slogan: “Upim, more value”.

THE COMMUNICATION

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NEW MEDIA & CRM

Social Networks

Newsletter: 9,1 milioni DEM dedicate inviate all’anno

Upim.it

UPIMCARD: 450.000 titolari Upimcard

UPIM APP

UPIMCARD: 450.000 cardholders

Newsletter:9,1 millions of dedicated DEM sent per yeart

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Settimanale

Partnership with Donna Moderna (one of the most popular Italian women’s magazine) 2012 – 2013 - 2014: Donna Moderna casting took place in Upim stores to select the protagonists of a fashion service dedicated to the brand’s fall/winter collections. Partnership with Casa Facile (one of the most popular Italian design magazine) 2014: the designers of Casa Facile present to clients the Croff home decoration collections in Upim stores.

IN-STORE EVENTS

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SOCIAL RESPONSABILITY

2013:“La settimana della buona spesa” AIRC for research against cancer.

“SOSTENIAMO IL LAVORO DEI RICERCATORI PER METTERE IL CANCRO ALL’ANGOLO”.

Qui trovi la guida AIRC con i consigli per una corretta alimentazione e il bollettino per dare il tuo contributo alla ricerca.

Proteine... in tutte le salse

I GIORNI DELLA RICERCA

Foto di Roberto Guberti

Con le ricette di Sergio Barzetti

Dal cibo alle cellule, i mattoni della vita

ASSOCIAZIONE ITALIANA PER LA RICERCA SUL CANCRO

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LAVORIAMO AFFINCHÉ NASCERE CON UNA MALATTIA GENETICANON SIA UNA CONDANNA.

Telethon è una fondazione che finanzia la ricerca per arrivarealla cura delle malattie genetiche. Una gestione trasparentedei fondi e un metodo di assegnazione che premia solo ilmerito hanno permesso il raggiungimento di importantirisultati, ma per sconfiggere le malattie genetiche c’è ancoramolto da fare. Segui la Maratona Telethon il 17, 18 e 19dicembre sulle reti Rai e dona anche su www.telethon.it.

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2012: Io Non Me Ne Frego” COOP’s campaignI

2011:“Progetto Ital ia” by Emergency

2010: Telethon foundation for scientific research against genetic diseases

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PRESS REVIEW

www.upim.it