Stonefly: focus on the USAThe Venetian brand of stylish and comfortable footwear focuses on the American market, thanks to the successful strategy implemented by its new distributor that has developed lines that are closer to American consumer tastes.
Stonefly’s mission to conquer the American market began with the SS2018 season: thanks to the agreement with a new distributor in Toronto, it is focused above all on the market that spans from the East Coast to the Midwest, including important cities like New York, Philadelphia, Chicago and Boston. Distribution is focused on the main department stores like Nordstrom and Macy’s, but also on regional shopping mall chains of smaller dimensions, with 15-16 stores each. While the distributor moves forward with the commercial strategy, Stonefly has developed products more suited to the tastes of local consumers, and therefore with a more basic style, materials, and heel heights. The aim is to strengthen the presence of the brand on this challenging market starting from SS20.
Stonefly ended 2018 with a sales revenue of 70 million euros, in line with the previous year’s results. Italy generates 62% of its turnover, with a presence in 80 corner stores and shop-in-shops, compared to the 135 stores in Europe.
Stonefly’ e-commerce channel has also been up and running since last December, and the brand is even present on some carefully selected marketplaces.