SS 2010

Il Gufo

Press Release Spring-Summer 2010

Striking colours brighten broad and joyful lines… bluette, turquoise, raspberry and khaki all blend together like a handful of confetti atop the dresses.
Feminine touches of lace among the soft stripes of piece died cotton veils, also in gentle colours.
Gros belts in a game of shapes and colours: squares and rectangles lie over one another creating a strong but soft contrast.
Striped jerseys and woven fabrics are interpreted with new geometric cuts that give the styles innovative design and a high tech feel.
Wavey frills finished with fun stitching and a very fresh modern return to the traditional hem.
The boys collection is also full of energy and colour.
Colour permeates the check stretch cotton trousers, the polos and the striped and checked shirt.
Bluette, green, raspberry and khaki….and minimal accents of fluorescents, turquoise, acid green and fuscia.
Bermuda shorts and trousers in crisp and striped cotton, piece dyed or washed, purposely distressed for an off-perfect look, rich with details: contrasting stitching, small and large pockets, buckles and floral inserts discovered on the turn ups.
Grey, large stripes, patches, hoods, applied prints and again flowers for the sweaters and tshirts.
White and blue colours for the ceremony, in pin striped linen suits, of seersucker material for the blazer in “punto Roma”.
Rhombi and contrasting borders for the waistcoat and the jumper in cotton yarn.

For the new born the styles are incredibly delicate in both colours and fabrics: soft small striped chenille in pastel colours, white interlock jersey, with intricate details of tiny stripes in white, pink and baby blue linen.
For the spring, white and blue micro-vichy, for the summer striped jersey also in abrilliant bluette, raspberry and turquoise tone.
Light and supple jeans for shirts, trousers and rompers enriched by little rouches and red and blue stitching.
Probeat Agency
Ph. +39 02 89422558


_Our history 

Il Gufo is a name that immediately conjures up a whole world: the world of “children dressed as children” is the corporate slogan of this Asolo-based company founded and run by Giovanna Miletti together with her children Guido and Alessandra Chiavelli.

Il Gufo has never looked back since 1982, the year that it produced its first girl’s gingham smock. Smooth, steady growth as a result of our business philosophy, which is rooted in the passion and care we put into our product.

The story of this company is a series of small steps made one after another: from the bibs and smocks that Giovanna Miletti sewed for her young children almost as a hobby, thirty years ago, to the transition to a larger-scale production and the creation of an enterprise that exports its products worldwide.

Most important of all, Il Gufo has never betrayed the creative DNA of its origins: sophisticated, fashionable garments, created with great care in exclusive styles and colours that are often the result of careful research carried out by our in-house style office.

Design, comfort and superior quality are the strengths of our brand’s collections, where adult fashion trends are toned down for the world of children ensuring their comfort, well-being and respecting their identity.

A unique distinctive product identity that has few competitors in the world of childrenswear.

_Our brand

Core business: 0-14 years. Infancy and early childhood get special attention.

Dresses, knitwear, shirts, trousers, jackets, footwear, accessories. 
The down-filled jackets in unique colours and styles are the outcome of research carried out by the brand every season into shapes, materials, designs and wadding.
Our design research draws upon various areas: the global trends brought into line with the company’s refined modern ethos; the in-house style office which keeps an attentive eye on the world; the company archives reconstructing the Il Gufo production history and preserving the identity of a product that has led to the reputation our company enjoys today. 

The concept, fabrics and prototypes are all produced in our country. For some specific processes, the company uses the services of mainly European-based, highly skilled and technologically advanced operators. These are coordinated and monitored by a team of expert technicians. The unique Italian style is present in every detail, as dozens of people in the company work every day towards achieving excellence in design, product development, communication, and distribution.

Il Gufo has always transformed the concept of total quality into reality: from the choice of raw materials to prototyping, production control, management of internal logistics, development of marketing levers and finally, service to our end customers.
Every phase of the process going from the fabric to the store is subjected to intense scrutiny with the aim of ensuring the maximum satisfaction of the end customer.

Giovanna Miletti, designer and entrepreneur, is CEO flanked by her children Guido and Alessandra Chiavelli who manage the company operations and employ their skills in its commercial area and marketing/retail area respectively.

_Our company in numbers

A family-run company with an international scope.
-12 brand stores (New York, Chengdu, Milan, Florence, Rome, Cortina d'Ampezzo, Treviso, Turin, Pordenone and 3 outlets)
- 700 customers  all over the world 
- 35 customer countries
- 104 staff members
- 700 garments per collection
- 300,000 garments per season
- 18 sample collections every season 
- 5,000 sq m headquarters
- 1 dynamic automated warehouse
- dozens of packaging machines

A complexity that our company handles with a very lean organisational structure headed by our family. From the product office to the customer service office, the team is highly motivated and shares the company's values day after day.

_The international markets

Although Italy represents our brand’s area of choice,  export takes on increasing importance and represents a growing share of Il Gufo’s business: Europe, Russia, the Middle East and the Far East are amongst the most receptive markets. Recently, China has joined the list of potentially more interesting countries.

Europe remains a key market, with turnovers increasing in Germany, Austria, Belgium, Switzerland and the UK, thanks to the strategic development of the brand in the area and the development of digital platforms for full-price sales of luxury products. In recent seasons, in fact, the increasingly close collaboration with industry-specific European e-commerce platforms, exclusively dedicated to children’s clothing, has become decisive in the development of our business in Europe. Children Salon, Alex and Alexa and Melijoe are just some of the partners with whom Il Gufo has developed sales and visibility aimed at reaching transnational European consumers.

Notwithstanding the continued growth of the past few seasons, Russia is still the country with the most interesting potential. In Moscow, new corners are scheduled to open in partnership with the most important retailers in the historical centre. Business has recently expanded to reach valuable customers in all former Soviet Union countries.

The key territories of the Middle East, where we have been working in partnership with the Chalhoub Group for a few seasons, are the UAE, Lebanon, Kuwait, Saudi Arabia and Qatar, through distribution in high quality multi-brand and department stores. In January 2014, a new 100sq metre brand store will be opening in Dubai.

The next commercial developments in the Far East will concern China, Hong Kong and Singapore, where the company collaborates with strategic partners for the opening of flagship stores as well as for placement in the best multi-brand stores in the most important locations. In April 2013 we opened our first flagship store in Chengdu, within luxury department store Maison Mode, owned by partners Lessin Group.

In Japan, our presence in major department stores has increased also through the development of dedicated corners (Hankyu - Osaka).

In Italy, Il Gufo has consolidated its position by focussing on the commercial and expressive power of its brand stores. The flagship stores in Milan, Rome and Florence are of great significance in terms of image and international appeal.

Moreover, the two showrooms in Asolo and Milan are the commercial hub of Il Gufo, as well as attracting both Italian and international customers. 

The USA continue to be the focus of our attention: after the opening of our flagship store in New York, we aim to expand through careful retail strategy particularly on the East Coast (NY and surrounding areas).

_Our figures (up to 2012)

The group turnover for the year 2012 was 25 million Euro.

In particular, the turnover generated from  retail sales grew by 21% nationally and 13% internationally. 

The percentage of turnover generated from exports amounts to 34% of total turnover.


brand contact:
Il Gufo SpA
Viale G. Galilei 3/A
31010 Asolo Treviso
phone +39 042 395 1300  
fax +39 042 395 1301  

showroom contact: 
Corso Matteotti, 7
20121 Milan 
phone +39 02 76 000 229