[Continued from the first part]

Articles specifically for different markets

Another reference market for Peg Perego is North America: “This is a market that has suffered significantly since 2001, as, with the advent of the Euro, the Dollar has weakened considerably. However, it remains extremely important for the company,” says Lucio Perego. “For the United States, we manufacture specific high chairs and car seats. In the latter case, two models have been developed exclusively for this market and sold only there, with very significant investments. Peg Perego offers diversified products in all markets, but in some cases – as in the U.S. and in Brazil – the products are absolutely unique. Being present in many markets means respecting each country’s consumers and their needs, without imposing a style or method of use developed in Italy, but rather, for example, offering lightweight strollers to Asian markets or reversible strollers to Brazil (a function that is considered essential in this country). In Europe too, demand varies.
To give a couple of examples, requests differ in terms of accessories and seat width (the German-speaking markets want wide seats to protect children with baby carriers, fur or Tragetasche). The company has an undeniably Italian identity, but we would not be able to maintain our position in the various markets if we had not resorted to these and other adaptations for each country.”

Michele Perego adds: “In Italy and Brazil alone, our market share places us among the absolute leaders. However, we sell in around 80 countries, and in all of these we have had to learn to bend to the needs of the distributors or representatives, whom we listen to very carefully. We have an extensive production capacity, with 750 employees in Italy and another 750 abroad, and to retain it we must be able to respond to every need and development reported. This is an absolute necessity.”

The strengths in Italy in recent years

Returning to the Italian market, we asked which lines and products have been most successful over the past two to three years. Lucio Perego replied: “The modular system designed with the Easy Drive chassis, which was launched three years ago and which features ball-bearing wheels and a solid handle, was very well received by consumers. With regard to high chairs, the Tata Mia was particularly popular due to the fact that it encloses three functions in a single article – reclined cradle, high chair and rocker – and is approved for use from birth. It should be noted that this success was achieved despite the article’s high price positioning.

With regard to the car safety line, although we are relatively new to the sector, we have been able to achieve a prestigious positioning, also due to having introduced the Isofix system with a compatible base capable of accommodating two car seats from different groups, thus prolonging its use to four years and making the purchase better value. The stroller Pliko Mini was very well received both in Italy and abroad – even though it has to face considerable competition from similar Asian products – and has been a source of great satisfaction for us. Consumers appreciate a product when they recognize its practicality.

The most appreciated strollers, for example, are light, easy to handle, and compact and free-standing when closed. Of course, these features
have to be communicated and explained. Distribution in Italy is widespread, which helps us to promote our products. In our country, the specialized retail industry has a strong early childhood culture, so that it is very capable when it comes to transferring the brand’s main values ​and its products’ diverse features. We place great importance on training sales staff in stores, because we feel it is important to enable parents to choose our articles based on the benefits they provide rather than on their price tag. It is important to remember that, although in some cases we handle the after-sales service directly, this is mostly handled through dealers, who are the consumer’s first point of contact and who can enjoy peace of mind knowing that in turn they have a reliable point of contact in Peg. We are in an optimal position in this regard as, producing everything in-house, we are always able to provide answers in the event of problems, and, for example, can provide single components – a wheel, a cover – without having to replace the entire article.”

A philosophy that has never changed

In 2009, the company celebrated its 60th anniversary. Lucio and Michele Perego were proud to remind us that in all that time the company has never changed its philosophy, based on good work ethics and the commitment to remain on top of the three early childhood segments in which it operates worldwide: wheels, car safety and home childcare articles (in addition to toys, with ride-ons that continue to be a source of great satisfaction for the company). “We want to continue in this direction, preserving our Italian nature and cultivating innovation through significant investments in Italy and abroad,” they concluded.

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