An innovative idea was needed.

 ... when in 2003 we began marketing the Lonsdale brand, known only for teenage fashion wear, in Italian stationery stores.  At that time other established trademarks dominated the market for school supplies sold in stationers’.  An innovative idea was needed.  We realised that the key was the logo so we highlighted the graphic design with the lion symbol and used it for backpacks, bags and trolley cases (we also designed and produced a revolutionary “rounded” trolley case).  Another overnight success, Lonsdale is now widely recognised as a brand for school accessories, and consumers eagerly await its next range of products.

Some stats?  500.000 backpacks sold in 4000 sales outlets throughout Italy.

In terms of sales too, the figures speak for themselves:  in 2003 the two collections attained sales of 4 million euros; in 2004 the corresponding figure was 10 million euros (and there were now eleven collections a year).  On the strength of these results the brand achieved further consolidation, extending the product range and adding prestigious collections of leather goods.