Progetto Internazionale S.r.l.
In 1984 an italian entrepreneur, Walter Annaratone, strong of his ten-year family experience in the retail sales and confident of his contribution to the birth of the Benetton Group, cherishes the idea of creating a franchising brand specialized in selling shirts.
A high quality product, reflecting a precious image, would have certainly gained room in the italian and international marketplace.
Other two very young entrepreneurs, Mario Pellegrino, designer and owner of “Passaggio Obbligato”, and Enzo Pellettieri, owner of “Camiceria E&G”, become involved in the project and in 1983 Walter Annaratone decided to become shareholder of the two companies that begin the production for Naracamicie.
The story of Naracamicie in the world of franchising distribution started with the inauguration of the first store in via Montenapoleone in Milan in 1984. It is steel a reference point of the company's sales network and the brand's image.
A few months after, Gilberto Turra, an entrepreneur from Veneto, launches his store in Padua, soon followed by a remarkable network of other 20 shops across the whole Veneto. The successful trend is set and the request to become franchise multiply each year, reaching the ambitious number of more than 400 stores over the world, 250 in Italy and 150 overseas. A store is an integral part of the company's strategy: that's why the company chooses central historical locations. Besides, the company boasts of excellent care and furnishing. In spite of having a wide-spread distribution network in all major countries, the company manages to maintain the quality of its production. The catalogue of collections and the brochures, printed for every season are the latest innovation provided to the franchisees in order to increase sales. These techniques account for 2,000,000 items sold every year. The consolidation of shirt product on the market has pushed the company to expand further its offer thus giving birth to co-brands "Nara Maglie" and "Nara Idee" which deliberately leave intact the specialisation. Naracamicie means shirts. At the moment the brand is going through a beautiful season, as signalled by increased new openings in Italy (65%) and abroad (35%). The years 1996-97 were a critical moment for the company caused by stylists giving up shirts as a fashion item and people changing their taste. This led to a decline in sales and new openings. Sales are supported by company's focus on the image of its resellers.
NARA is extremely careful supporting the image of their points of purchase. In fact, in year 1999, NARA designs the new project of furniture that marks the second generation of NARA CAMICIE stores.
Thanks to a complete restyling designed by architect Bruno Viganò in 2000, Nara managed to catch up with development of franchising network which now boasts of constant and spontaneous increase in new openings.
For its 25th anniversary Naracamicie presents a short collection in limited edition featuring all typical characteristics of the brand.
A strong brand identity is built by the use of distinct signs: the store design, the differentiation of the product and the high quality of the image. With more the over 300 models for any season proposed by Mario Pellegrino (Passaggio Obbligato) and the 80 models by Enzo Pellettieri (Camiceria E&G). NARA cannot offer a more complete solution. The brand leading position is undisputed in every market. NARA's target is very differentiated, a medium as a price, in the higher and as sartorial quality and innovative design - this also emphasized by of the "Accessori" line, offering knitwear and ties, created to support the main collections by widening the choice of matchings offered.