Bianco Footwear
Bianco Footwear - the story
You probably know the provoking and 'egdy' marketing campaigns "Spreading Legs", "How to Afford the Whole Collection" and "Hands are so Last Year". They are daring, young, experimenting and hardcore! Challenging taboos, not compromising on anything, and twisting words and traditions in a cool and humorous way.
The sender is Bianco Footwear, a Danish company with its chain office in Kolding, that has managed to make the company famous nationally as well as internationally by designing and selling shoes.
The ambition is to become the leading fashion footwear chain in Northern Europe, which seems a realistic plan looking at the fast pace with which the Danish company is moving.
One of the reasons that Bianco Footwear has become such a success is that the company from the beginning spotted a need in the market. Not everybody can afford to buy costly designer shoes. So the vision became to create fashion with sublime international standards and make it accessible for a wider spectrum of 'fashionistas'.
The product keeps developing according to the hottest tendencies right now and if you visit a Bianco Footwear shop you will find brand new shoes and boots on the shelves every week.
Since 1987 when Bianco Footwear was founded by Helle and Rene Piper Laursen a lot of water has run under the bridge. Starting out with one single shop in Denmark, the little Danish company has become the most successful franchise company in Denmark.
In 1997 the first Bianco Footwear shop opened outside Denmark. Today Bianco Footwear has more than 140 shops in Norway, Sweden, Finland, Iceland, Faroe Islands, Russia, Germany and of course Denmark. Now Bianco Footwear is ready to inspire fashion-lovers in the rest of Europe
The History
1987:
The Bianco Footwear chain is established.
1992:
Bianco Footwear launches a carefully planned design and import programme for shoes. At the same time, Bianco Footwear registers its new brand names, Bianco Footwear and Bianco Man (which replaces "Bianco Sko").
1993-95:
The positioning of the brand name begins and all efforts are directed at refining the concept.
1995:
The Bianco Footwear University, Bianco Footwear's own training department, is established.
1996:
The first courses at Bianco Footwear University are held.
Bianco Footwear is becoming a countrywide chain and the first national advertising campaign is conducted. The advertising campaign differs markedly from the usual campaigns organised by the industry and is termed a real success. The campaign is nominated for an Epica Award.
1997:
The Bianco Footwear chain celebrates its 10th anniversary. The chain's 2 labels have become established brand names. The concept has been refined and it's full steam ahead!
Bianco International A/S is established to create synergy across international borders and efforts to export the concept begin. The first shop outside Denmark opens in March 1997 at the centre of Oslo rapidly followed by others.
1998:
Bianco Footwear continues to provoke through its marketing campaigns and is rewarded yet again, this time with a nomination at the "New York Festivals".
This is followed soon after by yet another nomination. This time, the panel of judges at "Detailbladet" nominates Bianco Footwear as "Retailer of the year 1998" in Denmark.
As a result of the group's rapid growth, the main offices in Kolding are becoming too small and Bianco Footwear begins work on its new headquarters in Kolding - expected date of move April 1999.
1999:
Bianco Footwear starts 1999 in a blaze of glory as the chain is named "Business of the Year" in Kolding in February.
The price is awarded to a company whose outstanding initiative and drive has acted as an inspiration to others.
The chain's rate of growth tops 40% for the third year running. There are now 43 Bianco Footwear shops in Denmark and 21 in Norway. The first shops open in Poland - 1 in Lodz and 2 in Warsaw.
Sweden enters the fray starting with a shop in Malmo rapidly followed by another in Gothenburg.
2000:
Bianco Footwear continues to make a name for itself with its unusual and provocative marketing campaigns. This culminates in what is perhaps the most sensational, talked about and extensively discussed advertising campaign in the industry. The campaign is rewarded with a 'Silver Lion' at Cannes.
2001:
Manager and founder of the Bianco Footwear chain, Rene Piper Laursen, receives the prestigious MMM award (Merchandising, Marketing and Management).
2002:
Once again Bianco is being noticed for its remarkable marketing campaigns. The spring campaign "Spreading Legs" is rewarded with another "Silver Lion" at Cannes May 2003.
2003:
Nominated for "The Franchise company of the Year" by Dansk Franchisegiver Forening and the Danish newspaper "Borsen".
2004:
Winner of "The Franchise company of the Year" by Dansk Franchisegiver Forening and the Danish newspaper "Borsen".
Winner of "Advertiser of the Year" by Guldkorn, the Danish advertising award. Campaign: Fall.
Winner of "Likestillingsprisen for reklame 2004" (Advertisement award of Gender Equality 2004) by "Centre for Likestillingssenteret" (Gender Equality) in Norway. Campaign: How to afford the whole collection.
Winner of "Diplom VovemodsPrisen 2004" by Dansk Reklame Film. Campaign: Fall.
2005:
The prestigious title as “Retail Chain of the Year” in Norway is awarded to Bianco Footwear by Nordic Council of Shopping Centers.
Gazelle company in Norway.
“Cool brand of the year” by Superbrands.
2006:
Today Bianco Footwear has more than 140 shops in Norway, Sweden, Finland, Iceland, Faroe Islands, Russia, Germany and of course Denmark. Now Bianco Footwear is ready to inspire fashion-lovers in the rest of Europe…