The story of Furla dates to the nineties in Boulogne when Aldo Furlanetto brilliantly gave life to the iconic brand that would become universally known for its style and high quality. It was 1927 when the Fashion maison started its long commercial activity of women’s articles and accessories for women, addressed to a wide consumer audience. Starting largely as a distributive Maison de Mode, the founder’s vision resulted in a total shift in favor of manufacturing activities exclusively intended for the production of leather goods, especially bags and accessories, and in 1955 the first store was launched in Boulogne at Ugo Bassi Street.
Since the very beginning, Furla made a great contribution in the enhancement of Made in Italy qualitative standards, thanks to the time-honored craftsmanship and artisan expertise which guarantee high-quality row materials and specific tunning techniques, not to mention the maximum care for details. The passion and respect for the handcraft culture, always accompanied by a winning combination of aesthetic, tradition, and elegance, make Furla a story of authenticity, Italian heritage and innovation at once. Starting from the ‘70s, Furla has embarked on a Retail strategy which led the brand to an exponential growth: today its network counts more than 1600 points of sale all over the world, 1200 out of which are multi-brand and department store.
As evidence of the strong loyalty to Made in Italy, in 1999 the Fashion company established the “Furla per l’arte” Award aiming at giving visibility to young Italian designers. This will be followed by the establishment of the Furla Foundation in 2008. Without ever forgetting its origins and its Italian business legacy, Furla becomes self-Ambassador and spreads its iconic must-have products at an international level. In 2013 Furla growths esponentially in Asia and the turnover deriving from international markets increses by 76% compared to the previous year. In the last decade the brand has being growing constantly in a way that the turnover went from 150 mln € in 2010 to 513 mln € in 2018. On the same year the brand announced to become totally fur free, starting from the Cruise 2019 Collection, signing its commitment to sustainability and control over the environmental impact. This commitment is reflected in the use of new types of tanning, in the ban of the packaging plastic film and in the use of plant-based inks and green energy. The Cruise 2020 Collection also bans some wool types, favoring row materials deriving rom more traceable and transparent supply chains.
The collaboration between Furla and Deda Stealth dates to the end of 2017, when the company’s turnover reached half a billion, because of a ten-year-long exponential growth. In 2018 the brand acquired an important industrial component (Factory). The brand decides to launch the ambitious digitalization process starting from the Factory, the manufacturing unit, up to the Sales. Being a blending of several tools, the system previously in use by the brand undermined the visibility on processes, thus making the various supply chain steps longer. After an accurate analysis of the existing systems on the market, Furla opted for Stealth® since it is a solution already adopted by other similar Fashion&Luxury Italian companies managing manufacturing-to-sales processes, international growth and Retail stores.
The digital transformation process on September 2018; the manufacturing-processes GoLive took place on April 2019, followed by the Sales processes on October 2019 and the distributive processes between May and July 2020, in full pandemic and in smart working. A brave decision for the brand which didn’t even give up during the lockdowns and took advantage of the Stealth® omnichannel solutions to focus on the eCommerce channels, the only one admitted despite the stores closing - and to get ready for he reopening with the right tools in its corner.
"A software like Stealth® Platform brings to the company a new culture of Fashion&Retail processes. Their long-term experience in the sector helped us to overcome the complexity of our sector"
Luca Del Din, CIO of Furla - Stealth Day 2020
1 - Stealth® Platform and Stealth® Retail for the points of sales
2 - Stealth® Order for managing Wholesales orders
3 - Stealth® Dynamic Pricing for managing the pricing processes and the price lists
4 - Stealth® Orchestrator for enabling omnichannel strategies
To supplement this project, a series of integrations with pre-existent third party’s software have been enabled, favoring the direct link with the existing BI. For an international and vertical company as Furla, the use of a software like Stealth® facilitates the access to the analytics data, not to mention an evident increase of dynamicity and reactivity in the management of the supply chain and business processes.