“Growing with Teddy is a family matter”

It was the early 2000s. Caterina wanted to open a new business that wasn't too difficult to manage—something that would facilitate the purchase of goods, collections, and all the logistics related to the product. The decision fell on a franchising point of sale. «We went through several interviews but nothing truly convinced us. Then in June 2002, I encountered the Teddy Group. We were immediately won over by the "sale or return" formula, which includes the right to return unsold items, meaning every garment we couldn't sell could be sent back. I already had another commercial activity and warehouse leftovers had always been a major problem.» The meeting with Teddy's founder, Vittorio Tadei, was decisive. «I was immediately struck by his extraordinary humility and the attention he dedicated to people. It was that transparency, combined with the solidity of the project, that convinced me to sign the first contract for the Terranova store in Piazza Statuto in Turin.»

Today, the Teddy Group has over 200 franchisees worldwide, and the key ingredient for the success of this formula is precisely the "sale or return" of unsold stock, which allows one to experience the commercial risk—which naturally exists in every business activity—with a bit more serenity. Additionally, the affiliate is assisted in the search and evaluation of the store location, in the planning and opening process, and in the training of the store's leadership figures. This training, moreover, becomes continuous even after the inauguration, creating a constant relationship between the entrepreneur and the parent company. 

From that first 180-square-meter window, Caterina’s journey has been a crescendo of challenges and successes, marked by a constant ability to adapt to market changes. Today, with a network of five franchised points of sale, four Terranova stores and one Calliope, all in the Turin hinterland, the management has taken on significant dimensions without losing the personal touch. «Every time the company proposed a new opening, I was a bit hesitant. But then I told myself: if Teddy grows, we must grow too. I won't deny it, during all these years, there have also been difficult moments, but Vittorio and all the various collaborators have always been close to me.»

The true lifeblood of this growth has been family unity. Her daughter Enrica Zuccotti joining the company transformed the business into a shared mission. «After graduating, Enrica became passionate about this work, bringing a wave of energy and expertise in human resources and visual merchandising,» Caterina recounts with pride. «We are always present in the store, every day. Our team knows that for any problem, we are there.» Indeed, the team is one of the pillars of her philosophy. In a sector with high turnover, Caterina boasts long-term collaborators who have followed her for over twenty years. «We try to create an environment where people are happy, respecting their free time and their personal lives. By talking to them, you understand that everyone needs to live well outside of working hours, and if that happens, we all benefit. If the team is tight-knit, the goal becomes common. One of our girls chose another path for a while, but then she came back to work with us. Our work is dynamic, it's hard to get bored, every day is always different. I can say we are a beautiful family and we also feel part of the great Teddy family.»

Looking back, Caterina reflects on how much the Teddy world has changed: from the "handmade" warehouses of the early days to today's technological innovations and the qualitative improvement of the product. But what has remained unchanged is the "umbilical cord" with the parent company. «Teddy has grown immensely, but we have never been just a number. There is always a constant dialogue with area managers and supervisors. They know how to listen to the needs of the territory and that, in my opinion, makes the difference. For example, when I call the development director, Luca Binci, who has 500,000 things to do, he might not answer immediately, but shortly after he calls me back. The same happens with the other people I am most in contact with.»

Today, Caterina does not hesitate to look ahead. When asked about a possible sixth store, the answer is a firm "yes", dictated by trust in the brand and the continuity guaranteed by Enrica. «I believe that one is not born an entrepreneur, but becomes one through experience and the ability to make decisions in difficult moments. We have chosen not to stop, to continue investing to create new opportunities and provide employment. My daughter's support in this endeavor has always helped me look beyond, so the idea of opening more stores does not scare me. I am certain of the closeness of all the guys and girls who work at Teddy.»