Hebanon Fratelli Basile -1830 in the world

The main objective of the internationalisation project was to create and strengthen the Hebanon Fratelli Basile – 1830® brand on the foreign market, both in the places where it has already acquired a certain operativeness, and on the markets considered potentially relevant for the target audience of the luxury market as well as the development of a sales network abroad with particular reference to the French, Australian and US markets.

The project stems from a study path started in 2018 with MIP on the study of how the concept of HOME has evolved in the last five years and especially on the meaning assumed by furniture. In the last year the pandemic and the forced stay at home have further changed many of the habits and the interaction with the space and even more, the tools needed to communicate outwardly one’s brand and products.

In particular, the project aimed to achieve two objectives:

1. redefine all the company’s communication tools, starting with an analysis of current and potential customers, defining a clear and consistent positioning and then structuring the most suitable communication strategies for the target customer, as well as developing a sales network abroad with particular reference to the French, Australian and US markets.
2. developing the sales network in the same markets.

Results achieved in the short term:

1. Redefined communication strategies of the digital channels, website and social media, which led to a new and more effective digital Brand Image of Hebanon Fratelli Basile – 1830.
2. Short-term Results in the development of the sales network in the France and Australia markets: the company in charge has developed a good list of potential partners, including the US market.

Expected results in 3 years:

1. We expect that over time this new brand Image will lead to a recognition of the Hebanon Fratelli Basile – 1830 brand, improve the attractiveness of the brand and improve and consolidate the relationship with existing customers.
2. Acquisition in the next three years of at least 5 foreign customers stable in the reference markets and at least 2 potential partners for the development of franchising on luxury furniture in Hebanon style.

Project co-financed by the European Union, the Italian State and the Campania Region within the framework of the POR Campania FESR 2014 – 2020 – Action 3.4.2 “Incentives for the purchase of support for internationalisation in favour of SMEs”. Cup B25F19000660007.