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COMPANY PROFILE 2013COMPANY PROFILE 2014
Cellular Italia S.p.A B.U. Interphone Via Lambrakis 1/A 42122 Reggio Emilia (Italy) T. +39 0522 33 40 02 F. +39 0522 33 40 01
THE VISION AND MISSION OF CELLULAR ITALIA S.p.A.
One vision, one mission, many values.
VISION Cellular Italia, a reference point for technology and creativity in accessories for multimedia devices, stands out for its excellent quality, its passion for innovation and its consolidated relationship with the sales points, marked by its loyalty and the enthusiasm of its staff.
MISSION Cellular Italia is committed to the constant design of multimedia accessories, improving and increasing their features, integrating the product range with a 360° service for its partners, with the aim of providing users with an accessory that combines excellent performance with simplicity of use, to assure a unique experience.
VALUES Our choices, actions, behaviour, as well as our relations with our users, suppliers, partners and the territory, are governed by a deep-rooted sense of integrity, loyalty and dedication. This offers the best possible integration of Cellular Italia with its own key values:
PASSION AND ENTHUSIASM in our staff and all our collaborators
RELIABILITY towards our partners and our users
QUALITY in every aspect of our business
PROFIT AND RE-INVESTMENT to ensure growth, research and innovation.
Cellular Italia was founded in 1990 as a distributor of the first mobile phones. In the early years, the limited performance levels of E-TACS phones prompted Cellular Italia to produce its first accessory, the in-car battery charger, and to launch its Cellularline® brand.
Soon after, thanks to the success of the initiative, Cellular Italia S.p.A. began the steady production of accessories, abandoning the distribution of phones and consolidated its leadership in Italy as well as starting to export its products.
2006 is the date of the first Cellularline® accessories conceived and designed with the product “concept” that would soon become the distinctive sign of the brand of accessories for mobile phones. Cellular Italia was the first to introduce in the sector accessories familiar and recognizable in everyday use.
Cellular Italia S.p.A. expanded its range of accessories focusing on innovation, quality and developed a unique and distinctive pack system. The company leadership consolidates not only in Italy but also on an European scale.
The experience matured in twenty years’ leadership in the domestic market is supported by a company structure which is able to grow through the territorial peculiarities of Europe. Cellular Italia is now distributed in more than 50 countries, and is market leader in Italy and in Europe with the Cellularline brand.
L Capital (the Private Equity Fund sponsored by LVMH) acquires the majority of the company and a new chapter for the global expansion of Cellular Italia S.p.A. begins. Through this important operation the company has strenghtened its leadership and will start an important project of growth based on international development and brand awareness.
2009 2010 20
11 201 2 2013
NUMBERS OF A DYNAMIC COMPANY
150 mln € Expected 2013 Company turnover
more than 20 mln pcs Accessories sold in 2012
more than 170 Employees
more than 50 Countries Global presence
A MODERN STRUCTURE IN A STRATE- GIC LOCATION The headquarters of Cellular Ita- lia are located in Reggio Emilia in a modern facility designed and equipped with over 1,800 sq.m. of of- fice space and meeting rooms. The Italian headquarters are where the brand and product manage- ment are located, with the general management, the strategic busi- ness management and that of the four Business Units. This is where the company studies and develops brands, products, marketing strategies and business models. The export of- fices are also located in Reggio Emilia and handle strategic coordination of the divisions, subsidiaries and foreign equity investments.
A EUROPEAN STRUCTURE FOR GLOB- AL MANAGEMENT The Cellular Italia group now has 4 European offices: the head of- fice in Italy in Reggio Emilia, the French division, opened in 2009 with headquarters at Paris, the Swiss office with headquarters in Lausanne, open since 2004 and the Spanish office in Madrid, open since 2006.
The existence of branches in stra- tegic companies enables Cellular Italia to operate in a fully European perspective, facilitating its activities on the different markets.
ITALIAN STYLE FROM A EUROPEAN COMPANY
Cellular Italia, and elsewhere, too.
THREE BUSINESS UNITS THAT PROVIDE ONLY THE BEST
A winning combination. A large and multifaceted organization that operates in such complex markets, requires a targeted approach, appropriate tools and constant application. Cellular Italia, with twenty years of history behind it, is a young, dynamic company that, however, is well aware of the importance of accompanying its economic growth with adequate structural growth.
Italy Cellular Italia S.p.A. is present, with customized approaches, in the main distribution channels.
Red Division The Red Division is the main commercial department of the company focused on the Cellularline brand. The Red Division is composed by dedicated teams which tailor every business proposal to the specific needs and rules of each channel to maximize profitability through the highest consumer satisfaction.
Blue Division In order to offer a 360° service in the Italian accessories market this special department has been created in 2010 to enlarge the catalogue of Cellular Italia S.p.A. by distributing in Italy international brands.
MAIN ITALIAN RETAIL CHAINS
CONSUMER ELECTRONICS CHAINS
ELDO FNAC MEDIAWORLD MONDADORI SATURN UNIEURO
ASSOCIATED GROUPS (SMALLER CHAINS)
COMET EURONICS EXPERT GRANCASA MARCOPOLO SINERGY SME SUPERMEDIA TRONY
HYPERMARKETS AND FOOD CHAINS
AUCHAN CARREFOUR DESPAR E.LECLERC IPERAL IPERCOOP MERCATONE UNO PANORAMA
3 TIM VODAFONE WIND
AIREST RISTOP AUTOGRILL CHEF EXPRESS DIXONS TRAVEL FINI GRILL LINEA AEROPORTUALE SOLE SARNI
COMPUTER DISCOUNT FELTRINELLI
BOOK STORES CAR ACCESSORIES FASHION STORES PROMOTIONAL & INCENTIVE SPORT STORES TOBACCO SHOPS
EFFICIENT OUTSOURCING OF LOGISTICS
Stock available in Italy with 24h delivery time.
Cellular Italia’s logistics is outsourced to provide the finest service and efficiency, with great reliability and the ability to expand when work loads are higher.
In 2010, the warehouse was moved to a new facility, with an area reserved for Cellular Italia, which is located in Campogalliano - only a short distance from the company’s headquarters. A single shipping point for all the products of the Cellular Italia group ensures a high degree of efficiency and quality of the service. This enables the company to offer a lead-time of 24/48h and ensures
punctual deliveries and reliable accuracy for every destination to which the goods are shipped. The products are packaged at the logistics facility and, where necessary, printouts of variable information are made (compatibility, codes and barcodes): the management “just in time” depending on the orders received, ensures constant updating of the information on the packaging.
The logistics division has a special department to handle product replacements, which are guaranteed in a period of just 5 working days.
Board of director
& operat ions
Operatio n &
Special C hannels
& Purcha ising
Sales & M arketing
Blue Divi sion
Cellular Italia a winning team.
In twenty-two years of business, Cellular Italia has continued to grow, rapidly passing from a small company to a moderately large enterprise: to- day Cellular Italia has over 170 direct employees. The management of a structure of this size, and the constant increase of the business, require the ability to organize and structure the company in order to guarantee the maximum efficiency of the activi- ties and workflows. Explicit identification of hierarchical positions and their duties provides excellent c