Chervò goes back to distribution roots

Leading golf and leisure apparel brand Chervò is reaping the rewards after changing its global distribution strategy, with the Italian company reporting increased sales at home in the last year and consolidating growth in more than 35 other countries worldwide.

Chervò’s revenue rose by five per cent in Italy in 2015 while it also enjoyed improved performances across the globe after deciding at the start of last year to directly manage the distribution in various countries including Italy, France, Austria, Germany and the UK.

In a change of direction, the company took direct control of 60 per cent of its international product distribution, with the remainder entrusted to qualified distributors, and the strategy has proved an instant success with the luxury brand forecast to continue expanding in 2016.

"We realised that, in such an uncertain economic situation, we needed a quality breakthrough,” explained Manfred Erlacher, CEO of Chervò 'Spa, “a change that would allow us to ensure a more attentive service in customer management and their needs. So we invested in the evolution of the company’s structure, aligning it to a new business logic that requires greater control of distribution."

Created in 1982 by Manfred and his brother Peter Erlacher, Chervò offers a range of vibrant, stylish and authentic collections which feature the latest cutting-edge technology and performance materials. Universally recognised by the market, Chervò’s vision and creative concept guarantees superior technical performance and an unmistakable Italian elegance in all weather conditions – on the course, in the clubhouse and beyond in everyday life.

The brand’s pioneering technologies include its globally-acclaimed DRY-MATIC® technology, which can be seen on its latest line of trousers for men and women and offer an extraordinary ability to dry quickly, combining maximum freshness and comfort with an elegant fit.

Erlacher added: “Our mission in the mid-term is to consolidate the development with an annual growth of 10 per cent in traditional markets including Europe and major Asian countries. We have more ambitious goals for the United States where we aspire to achieve far more substantial increases.”

Chervò is available at around 1,000 multi-brand venues worldwide, and is established as the leading golf and leisure apparel brand in Italy and numerous other European countries including Germany, Switzerland, Austria, Belgium and Spain. In addition, it is available in pro shops at a selection of prestigious international golf clubs including, most recently, Verona Golf Club.