Founded almost twenty years ago in Montebelluna (TV), with the acquisition of a license connected to the world of cartoons for children’s – which sold like hotcakes throughout Italy – today FLY Srl is a well-appointed reality, which operates with success on the market of men’s, women’s, and children’s footwear through three business models: the directly owned brands Onyx and US Golf Club; multiyear collaborations for the development of collections for licensed brands, both in adult’s and kids’ shoes; and the development of ‘ad hoc’ collections for Private Labels. We met up with Alessandro Biagini – International Sales Manager – to get a clearer 360-degree picture from him of the situation we are currently experiencing in what is now known as the ‘New Normal’.

What is the market situation for children’s footwear?

For some years now, the children’s footwear market has been going through a situation that we like to define as ‘challenging’, where there are many challenges and we are doing our best to face and overcome them by focusing in particular on colour, playfulness, and fun, with collections capable of transmitting strength and energy, while capturing the attention of the consumer. This has rewarded us, and after years of difficulty, also the children’s market has restarted, above all in foreign markets.

What are the greatest difficulties?

Certainly the fact that for years the only factor guiding the market was price. Today, however it seems that things are changing and the June edition of Expo Riva Schuh is confirmation of this. The consumer is more attentive to the style, quality, and innovation of the product, and not only the price. 

Which markets in particular are responding the best?

Undoubtedly Eastern Europe, the Middle East, and the United States.

What are the Summer 2023 trends guiding the footwear fashion of little ones?

In general, and this is also true in the adult footwear segment, we are seeing that consumers today are very attentive to comfort, a factor that in the past was almost ‘hidden’ and which today instead becomes a benefit, also on a level of communication. For the littlest ones, instead, the key words in choosing shoes are fun, beauty, but also comfort. 

What role does Expo Riva Schuh play in your business?

We are by now veterans of the Riva del Garda fair, an event that has always been fundamental for us in terms of timing – because it is the first fair of the season -, as well as in terms of international scope, and the June edition is a confirmation of this after the dark years of Covid, with buyers who have returned to Garda from all parts of the world – from South Africa to Japan and the United States – to place orders.