To me, my stores in different countries are my houses there, the collections in them are part of my life.? For a founder and head of an international enterprise, such passion is unusual. But then Claudio Grotto, chairman and CEO, Grotto Apparel Sportswear or GAS, is no run-of-the-mill chief either. He wants those who choose to wear GAS to understand what it means, to share in the ?community GAS?, to have fun! And be sensual, for ?essensual? is how GAS defines its brand positioning.
Grotto started working early in life, being just 15 years old when he started assisting his mother in Cologne, Germany in the early 1970s. Initial hard work saw business grow, and in 1986 the company was incorporated as Grotto SpA. He describes the years till 1990 as a learning period, a time since the company has become an international byword for style, especially for those in the 18-35 age group.
Grotto has however not forgotten his roots, and today the company is headquartered in Chuippano near Vicenza in industrial north-east Italy. ?I wanted to consolidate the place of my origin,? says Grotto about this small town. Today the company is present in 56 countries and has 3,000 points of sale. It has six European branches ? Italy, Germany, France, Spain, United Kingdom and Hungary, besides being present in Japan, Hong Kong and now in India. But passion is the overruling factor for the company?s staff, he expostulates, ?For GAS staff, everything is one ? and all the staff know about marketing, communication, retail, HR ? all aspects of the company.? Nor are the jeans the company produces any jeans ? ?I want the customer to first understand its value, the lifestyle it stands for.? Quality is paramount for him, and as he explains, his company has one line so for a product in what he describes as a ?democratic way of introducing a brand to the customer?.
GAS in India enters with a 50:50 JV with the Raymond Group. ?We share the goals ? create value, no waste and put the individual at the centre of our company,? says Grotto. However, there are yet no plans to manufacture in India, that is a possibility that the company shall consider. The initial investment is to the tune of Rs 500 crore for a three-year period. This year in India the company plans six stores, and by 2010-11, at the end of three years ? 600 points of sale across flagship stores, exclusive brand franchisee stores, departmental stores and premium multi-brand outlets. The target turnover by the end of 2010-11 ? Rs 200 crores at retail point.
Interestingly Grotto claims to be familiar with Indians, and the phase of economy India is going through now. ?I lived through a similar period in Italy, and the direction and patterns was very similar,? he beams. And his confidence that GAS will find appeal with the young in India stems from his conversations with lots of Indians in Italy and the rest of Europe! ?India will be the first country outside Italy to have a design team, to be based in Mumbai,? he reveals. And as his visits to India become frequent, he plans to see more of the country which is now a home away from home.