Business

Business Model

The Group’s commercial presence is guided by a flexible operational approach, applying market development strategies through two different distribution channels:  Wholesale and Direct Sales.

Wholesale – The wholesale channel is based on a network of independent partners, coordinated by independent sales representatives (agents) and a dedicated team of area managers directly employed by Benetton Group.

Direct sales – The purpose of the direct sales distribution channel is to develop a presence in areas of high growth potential not yet covered by partners, and to open “iconic” sales outlets that are attractive to end consumers and serve as a benchmark for the partner network.

Benetton Group’s market approach is to increase the appeal of its sales outlets and focus on end consumers to enhance its image and positioning.