We build our dream by dressing people.
What has always fascinated me about Teddy is its Dream. In fact, even before hearing about its Dream, I came across about the people who were living the Dream and was fascinated by them; starting with Vittorio Tadei and then lots of other people, all of them different, with the most varied stories to tell, who were embodying their work to the full and – each in their own way – were facing the entrepreneurial and values-driven challenges our founder had shaped into the Dream.
This is exactly what fascinated me and what fascinated and continues to fascinate hundreds of people who work together to build Teddy every day; young people and the not so young, employees, collaborators, customers, suppliers, friends and colleagues.
Who wouldn’t want to build something great in their life like the company described in the Dream? That’s precisely why the Teddy Dream isn’t only the dream of its founders, but fundamentally the dream of every one of us. This is why, every day we invest all our passion, creativity, skills and know-how to build a company that aims to be a world leader in fast fashion.
We’re dreamers, but our eyes are wide open! We always have our sights firmly set on the reality of the market and the needs of our customers and we’re very pragmatic in this. We never feel fully satisfied, we know that every day we also have to learn what we thought we already knew. Above all, we know we have to offer our customers a product that lives up to their expectations and our Dream.
This is our recipe for enjoying work, growing and lasting 500 years.
Alessandro Bracci, Chairman and General Manager Teddy Spa
Solid and expanding
We’re growing every year and we don’t want to continue for a long time. The driving force of our growth are the net profits we allocate each year and reinvest in creating new jobs.
This growth is constant and independent, which means we can take decisions autonomously and within a timescale that can respond to the reactivity of the market we work in.
Who is Marinella? She’s our customer. Vittorio Tadei always said that “if you listen to your customers, you can never go wrong”. As a company, we want to focus on our customers, on their needs, their desires and their criticism. How do we do this? Firstly, we’ve given our customer a name and she’s called Marinella. Secondly, we study her and talk to her every day. And thirdly, through our brands we promise her an experience, a promise we try to keep every day.
Every day – from Rimini to China – over a hundreds of people work to ensure the quality and safety of our products. We are the first customers of our own shops, that’s another reason why quality control and health and safety checks are processes that begin when an article is conceived and designed in Rimini and continue right through to production, in full compliance with the standards of international and national law in the markets where the Group operates. This is thanks to over 200,000 tests carried out every year by certified external laboratories. Located in 10 countries around the world, our suppliers must comply with a quality and health and safety manual that is in line with the Teddy’s ethical code.
We were born in store, surrounded by products and customers
It all began when Vittorio Tadei, a young man from Rimini and a cycling enthusiast who was curious to discover more about the world, decided to leave his job as an accountant and start working in his sisters’ clothes shop in Riccione. That’s where he discovered his passion for clothing and a great rapport with customers; two passions that would shape the very soul of the future Teddy.
Bye-bye Riviera: the first shops and wholesale outlets
Vittorio soon opened his first artisan knitwear workshop in Rimini, supplying shops in the area. The provinces began to feel a little tight and in the 1970s he began wholesale distribution throughout Italy and opened his first shops in Emilia Romagna and the Marche. Vittorio understood one thing; it is important to produce, but also to have your pulse on distribution and be as close to customers as possible.
Working together: retail franchising and wholesale distribution
This was the turning point for Teddy. It was 1988, Terranova had been set up, as had the formula that would take it around the world and define how Teddy would carry out retail business for years to come. Teddy’s on consignment franchise formula was set up, as well as its “border factor” – in other words, the desire to continue to explore new markets that would take Terranova to 20 countries over the next 10 years. In the meantime, wholesale distribution of Italian ready fashion continued and in 2000 took the form of the Rinascimento brand that developed worldwide via a network of international wholesale outlets.
Brand values, the birth of Calliope
Mentre l’espansione di Terranova continua, arrivando a toccare i 400 negozi, nel 2005 nasce Calliope, il terzo marchio di casa Teddy. E’ un momento di r-evolution.
Un’azienda che ha sempre badato a lavorare sodo, si accorge che è arrivato il momento di proporre al cliente non solo un prodotto, ma un mondo di riferimento. Vengono inaugurati i due nuovi concept store e sviluppata l’identità dei brand Terranova e Calliope.
From Teddy SpA to the Teddy Group: “The joy of seeing Teddy move forward on its own two feet is the greatest joy of all” (V. Tadei)
30 November 2011; this was the day a generational transition ended. Teddy was 50 years old and Vittorio handed over the task of leading it into the future to the younger generation, laying the foundations to ensure it would last another 500 years. This was when the company consolidated its organisation, began management training and restructured corporate governance so it could tackle future challenges even more serenely.
And what now?
We’re now working every day to achieve a turnover of 900 million euro in 2019 and build a company that’s a market leader, loved by its customers and those who collaborate with it.
Gigi Tadei Foundation
Our social responsibilities are the principles and values of our Dream. They have led to a desire to support works of solidarity, one of the Group’s “raisons d’être” - one of the reasons we exist and face the challenges of the market every day. “Man is the manager of the assets at his disposal, not the owner of them”.
Vittorio Tadei educated his family and all of us with this phrase, which he’d read one afternoon in 1948 in the rubble of his house in Rimini after it had been bombed. This is why the company and the Tadei family in general have always worked on solidarity projects all over the world, thanks also to the foundation set up in memory of Vittorio’s son, Luigi.
Thanks to our work, we tangibly help hundreds of organisations and people, in collaborations triggered by the emotions Vittorio Tadei felt after personally meeting missionaries, Zambian children, the street children of Bolivia, educators, the disabled of Bangladesh and the young people of Rimini looking for mentors.
Whenever we look at the work we support and every time they tell us what they’re doing, we understand that what they’re giving us is much more than what we’re giving them and that, thanks to them. Thanks to them, we’re investing in our future.