As headed by BasicNet S.p.A.
– the sector parent company headquartered in
Turin and publicly quoted in Italy, the Group is a major participant in the sector
of branded leisurewear and sportswear, footwear and accessories with a collection
of market-leading registered trademarks, including Kappa®,
Robe di Kappa®, Jesus® Jeans, Lanzera®, K-Way®, Superga®, AB Besson®
The activity pursued by the Group unfolds into growing the value of its registered
trademarks and proliferating branded product market positions through a global network
of independent licensees.
, the sector parent company, develops service activities (information
technology, product research and development, communication, sourcing, etc.) to
the benefit of the Licensee Network, built around independent business concerns
to which Group proprietary trademarks are licensed. By way of building up collaboration
across the brand-led, licensee multiplatform, the Group coordinates licensee growth
strategies, providing a strong pipeline of ground-breaking international collections
and marketing tools, with a keen eye steered toward sourcing finished goods from
a variety of production sources around the globe. These are all vital components
that provide the BasicNet business system with the building blocks for growing the
value of its registered trademarks and proliferating branded product market positions.
The BasicNet business system has been created and carried forward in such a way
as to galvanize 'leaner' flexibility and drive development, whether in terms of
internal steams (new licensees) or external streams (new trademarks developed or
acquired, and new lines of business).
Although participating in the earnings delivered by the Network's production cycle,
no products are manufactured directly by the BasicNet Group, in that manufacturing
is outsourced to third parties. Indeed, the BasicNet Group supervises and optimizes,
via dedicated Sourcing Centers, all manufacturing phases on behalf of the licensees,
capturing significant economies of scale by seeking out the production sources more
appropriate (in terms of cost and standard of quality) at the worldwide level. By
way of recognition of all this, the BasicNet Group receives sourcing commission
Distribution and local marketing is assigned to a brand-led, multiplatform of licensees
that recognizes commission to the BasicNet Group, determined on the basis of net
sales, by way of trademark license fee in exchange for the global marketing developed
directly by the BasicNet Group and, not least, for the business know-how made available
Additionally, by virtue of the wholly-held licensee BasicItalia S.p.A., the BasicNet
Group is engaged in retail distribution through Brand Outlets and Spaccio Factory
Outlets, as well as brand identity stores under the Group banner.