The first encounter with fashion Elisabetta Franchi (Bologna, 1968) It was as a shop assistant, where she learned to be attentive to what customers wanted. This proved to be a fundamental lesson in running the successful business that would come after her, when she made the decision to design under her own name creating the eponymous brand. In 2019, the firm generated €120 million in revenue thanks to a strong network of retailers around the world, including flagship stores located in Paris, Milan, Madrid, Moscow and Dubai, among others. The last one has opened its doors this Thursday in Madrid, surrounded by red light bulbs, like the sumptuous designs of the shop window. “It’s a very Spanish color,” defends the designer. It is her second store in the Spanish capital, but this time she has chosen number 20 on the golden mile of Serrano, one of the most expensive streets in Spain and where large luxury brands such as Elisabetta Franchi cannot be missing.
What does it mean for the brand to open on this street?
Our first opening in Spain was seven years ago on Calle Claudio Coello, in Madrid. But this new store represents a candy box for me. Now, due to a natural development of the brand, the right street to locate Elisabetta Franchi was Serrano.
Are there differences between what Italian and Spanish women are looking for in terms of fashion?
No, they are both strong, feminine, sensual, elegant and chic women. We are first cousins in Europe, the Italian woman and the Spanish woman are the two women who are closest to each other.
What do you want?
After two years locked up at home, they want to feel free and women. They want to live again.
Has the supply crisis affected your business?
Yes, as in all sectors, it has had supply problems. The production chain has stopped in many cases. But we, as Italians, because this is something very Italian, we are used to changing, reinventing and turning a weakness into a strength. We are the artists of improvisation. We know how to change the synergy from one moment to another and emerge stronger from adversity.
It is very active in its commitment to caring for animals and was one of the first firms to remove their fur from clothing. Is this commitment transferred to caring for the environment?
We are one of the most sustainable companies in Italy and we continue with the green message. We have eliminated all plastic within the company so that the entire team is aware of our message. We are also pioneers in caring for animals, I have a foundation that supports dog shelters with their basic needs and all the volunteers who rescue thousands of dogs from certain death on the street every day. I am a woman with a lot of moral and ethical conscience towards people, animals and towards the world in general.
He assured years ago in an interview in this medium that he works 24 hours a day, 365 days a year. How do you reconcile work and family life?
It’s like when the gazelle wakes up in the middle of the jungle and has to outrun the lion so they don’t get caught. In the end it is a matter of passion, energy and determination. Obviously, without sacrifice in life there are no results, but when there is passion and energy, even if it is not the same as 20 years ago, you achieve everything.
Do you foresee future openings in Spain?
Yes. Spain is a very important market where we are already working hard, so one of our objectives is to expand it. The most difficult thing was the first step, which was taken in Madrid seven years ago, when we first opened, and the most important step right now is to be on the most exclusive street in Spain. After Serrano in Madrid, I am ready for any other opening.
What are your forecasts for the end of the year?
We have grown naturally, due to the evolution of the brand. A year ago we were closing at 131 million euros and this year we are going to reach more than 150. We are growing in a healthy and consolidated way.
Luxury is immune to crises.
That’s how it is. Luxury is always on the move and it is always growing. The most penalized in all crises and wars is the slightly lower part. Elisabetta Franchi, as a brand, is the benchmark firm in luxury that has invented the accessibility of luxury. I work for all kinds of women and all kinds of social classes. What I do is a real, possible luxury. Therefore, what for others has been a moment of weakness, for me it has been a moment of incredible strength.
Do you plan to go public?
Yes, since 2019 it had already prepared a very important operation to be listed on the Stock Exchange. But the Covid arrived and I closed the box and said: we are going to be stopped for a bit. But the box with the idea has been there for years. I’m ready to do it at any time, but something I’ve learned over time is to do things well, calmly. In fact, I do not depend on anyone to do it, on the contrary, the banks are asking me when I want to go public and I am waiting to feel totally sure to take this important step.
