Facts & Figures

Country of Origin: Greece

Date established: 1982

Franchising since: 1990

Company-owned Stores: 32

Franchised Stores: 25

Currently operating in: Greece, Cyprus, Romania, Bulgaria, Czech Republic

Expansion Plans: Worldwide

Average Store Size: ranges between 80 7 120 sqm

Average Investment per Store in US$: 280,000 – 400,000

Type of Contractual Agreement: Exclusive Area Development Opportunity. (Exclusive Master

Franchise Agreement, Distributorship/Wholesale and E-Commerce arrangements are available for

qualified candidates)

License Fees: Varies according to the Type of Contractual Arrangement

Duration of the Agreement: 10 years

Store Development Plan: A minimum of 5 Stores over the first three years of the agreement

Minimum Advertising Expenses: 2.5%

Availability: Middle East, Levant, North Africa and Indian Sub-Continent

Founder's Quote

“I would like to thank you for your time to read through our short company

presentation. I am honored to welcome you to our family and pleased to introduce

our child, as that is the way we see our company and its brand “Colori by Raxevsky”.

We are proud of designing and creating elegant clothes for the women of our lives,

which make them feel unique and desirable! And we are thrilled, passing over the

“Raxevsky” Lifestyle to our new partners.

G. Mourtzouchos

Our Company

1976: Eleni Raxevsky & George Mourtzouchos started the

company by the trade name of Helen’s Club S.A.. The main

activity of the company is creating, manufacturing and

marketing women’s garments for the European markets.

1982: The company makes the strategic decision to expand in

the field of retail sales, opening stores with woman’s clothes in

Athens, with the family name of the designer ‘ Raxevsky’.

1989: From here on, the RAXEVSKY stores (already 7 of them)

are supplied exclusively with clothing designed and

manufactured by the company itself.

1990-2011: The development continues with stores all over

Greece, both branches and franchising stores.

E. Raxevsky

• 2002: Year of the sad loss of Eleni Raxevsky due to cancer. The company continues

with a group of designers as successors, who had already been trained and absorbed

by Eleni Raxevsky ‘s designing style and talent.

• 2003 - 2004: Expansion of the company to all main Greek towns and also outside

Greece with the help of the «Raxevsky Woman» communication strategy. The

company combines the name and the style of a famous Greek woman with its

clothes and designing style, travelling for the photo shoots all around the world. The

woman’s high recognition «seals» undoubtedly the ‘Greekness’ and the greatness of

the brand.

• 2012: Nowadays there are 66 Raxevsky stores and corners in Greece and abroad, of

which 15 are franchisees and 6 are abroad.

Our Growth

Our Philosophy

Our philosophy revolves around 5 major

principles

• To create garments based on fashion

trends but with their own identity

• To create a full range and coordinated

collection for any occasion

• To provide quality at reasonable prices

[value for money]

• To provide excellent service

• To heavily invest in Marketing tools in

order to establish strong branding.

Infrastructure

The main facilities are located in Athens-Greece, in two adjacent buildings with a total surface of more than 6000 sq. m..

The premises house the following departments :

• Design

• Creation of technical standards(patterns)and sawing

• of samples

• Supplies

• Cutting, tailoring and ironing

• Quality control

• Logistics and central distribution warehouse

• Commercial Direction (marketing, PR, sales)

• Finance and Accounts

• General Management

The Brand

• With 30 years of history in the fashion

industry, Colori is one of the leading

companies, in production and selling of

female clothing in Greece.

• With their quality, perfect tailoring,

inspiration and good taste, Colori clothes

always follow and adopt world wide

trends and win new and demanding

markets outside Greece.

• Own in house design and tailoring departments adopting worldwide trends and perfect tailoring that allow us to provide top quality and value for money products in a variety that cover all the needs.

• Marketing oriented company that invests heavily in advertising and promotion.

• Full organized company based on multinational standards.

Unique Selling Points

Colori

offers the basic collection for every woman

with a taste for fashion. It has a great variety

of clothes and it is timeless and classic. The

collection includes from sweatpants to

evening gowns. Size development has been

slightly altered in order to have a bigger range

of sizes.

The Collection

Natural & Confident…

Out of the ordinary…

Refined and Dynamic…

Sophisticated…

She is the one……

“…who loves life, feels young, feminine, romantic and dynamic. She has self confidence, she demands and she achieves the place she deserves within the family, in her career as a working woman and in general in her life. She highlights her personality wherever she is, starting with her looks and she is in constant search of creative paths that will reveal the intensity and her passion for life".

The main target behind the shop concept is

for the stores to be practical and ‘user

friendly’ for the sales force and at the same

time to be inviting and an overall pleasant

experience for the customer.

Colori attaches major importance to

excellent customer service. Therefore, the

stores are created with that in mind. The

use of both warm colours and more strict

colours creates the perfect combination for

a warm and chic environment.

Our Concept

Colori Store Concept

Store Front

Merchandising

Merchandising

Merchandising

Quality Control

Production is made with carefully

selected up to date fabrics with

anti-allergic dyes and strict

specifications as for fitting and

sewing and strict quality controls

before they reach the retail sale.

Customer Demographic

10% 15%

30%

Marketing

• The company always supports its products and the RAXEVSKY brands, having invested large capitals in advertising and PR, and today in a period of recession, it enjoys the publics confidence and fame.

• It also invests in marketing activities with a continuous evolution of the presentation of shop-windows and the interior of stores, as it has specialized personnel (Stylist, Visual Merchandiser).

Marketing Tools

TV and fashion and lifestyle magazines as Elle, Marie-Claire, Madame Figaro, Cosmopolitan,

Marketing Tools

• Social Media & On Line Marketing. Promotion on e-media, Facebook, You Tube, on line magazines and press releases.

• Press events & fashion shows for the presentation & promotion of the new collections, in parallel with the above mentioned tools.

Raxevsky Magazines

Raxevsky Magazines

Raxevsky Magazines

Loyalty Programs

Raxevsky issues to all its clients, without a purchase, a loyalty card named ‘benefit card’. Every time the client purchases an item, she/he collects points which they can redeem later on, within a year. Of course the loyalty scheme offers the customer with information and news about the company its offers etc.

Raxevsky also issues the ‘silver card’ which offers special discounts to its collaborators.

Furthermore the company issues a gift card for its clients that wish to make a present to their friends and family.

• Transfer of business concept know-how through initial and on-going training and provision of material, operating manual, software and literature.

• Customization of business plans and 3-year financial analysis according to local market variables.

• Initial two week training at Raxevsky HQ and Colori Company-owned stores for 2 Individuals of the Licensee staff.

• Pre-launch one training at Licensee territory provided by 2-3 individuals of Raxevsky supervisory and management staff.

• Post-Launch support including soft opening and launch event, on the job training and store monitoring.

• Technical support in relation to customized store designs and layouts. • Supply of lists and specifications of equipment, furniture, fixtures and fittings. • Supply of special or proprietary equipment, furniture, fixtures and fittings. • Supply and customization of software programs such as POS, accounting, reporting and others. • Provision and customization of launch marketing program. • Provision of sample marketing plan, design and artwork. • Supply of sample marketing material, packaging material, product catalogues and other

literature.

Initial Support

• On-going provision of management, operational, technical advice and guidance through telephone or electronic communication, Intranet and video conferencing.

• Support in the customization of annual marketing programs and local store marketing. • 2-4 visits a year to the Licensee territory. • Periodical management and financial auditing and production of updated business

plans. • Continual Product/Service Mix Analysis & Evaluation based on historical sales. • On-going franchisor’s website support including maintenance of sub-pages and

intranet. • Organization of International Network Conferences. • Provision of on-going training as and when agreed between parties. • Continuous update of operations manual as and when deemed necessary. • Continuous market research and introduction of new products, promotions and

marketing ideas. • Continuous development of corporate image. • Piloting franchisees’ ideas on new products and services in the company-owned stores. • Design of e-media and newsletters.

On-Going Support

Themida Drivala International Franchise Manager 108 Kountouriotou str Piraeus Tel. (+30) 210-4225424 Fax: (+30) 210-4128382 Mobile: +30-6970964702 E-mail: international@easyfranchise.gr Skype: international.easyfranchise

Sary M. Hamway Al Thuraya Building Number 2, 8th Floor, Office Number 45, Dubai Media City, Dubai, United Arab Emirates – Tel: +971 (0)4 428 0884 Fax: +971 (0)4 363 9649 Mobile: +971 (0)50 453 7534 E-mail: sary@franexcel.com Skype: saryhamway

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