FiloBlu

The masters of eCommerce

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

Coco Chanel

This is precisely the business concept of FiloBlu, which since 2001 has been creating and looking at e-commerce channels in full outsourcing with a modular and sartorial approach for the fashion, sportswear, design and beauty sectors. The mission is to help customers to be independent, successfully manage their digital channels and e-commerce starting from a shared strategy, with a spirit of partnership and innovation and a sartorial approach. FiloBlu programs and personalizes each project on the needs of the customer as well as the strategies and uses are without preconceptions a specific channel but in an omnichannel perspective that puts the brand always at the center.

Innovation, passion, attention to detail, productivity in the search for the best solution and a look always looking to the future. With values, the company has created more than 100 international e-commerce projects, many of which are fully outsourced.

 

About the customer

With around 120 employees and 6 offices worldwide, FiloBlu has established itself as a solid and growing company that has been out of the startup phase for almost three years. With an increase in revenues of 1,315%, FiloBlu is one of the 7 Italian companies awarded by the Deloitte ranking for the highest growth achieved in 2015. The employees have doubled, from 60 to 120, in a short time. Revenues have multiplied by four, compared to the one and a half million of 2013. In a progression, with a constant double-digit growth year on year, which throws the turnover of the company of Santa Maria di Sala, in Venice, into a three-year period of more than 40 million euro.

He has conquered space in the field of fashion and sportswear, in design and in cosmetics. For Christian Nucibella, founder and principal partner of Filoblu, the adventure began in 2001, as a mechanical engineer of processes, at Speedline, the company of car rims among the jewels of the mechanics of the golden age of the Italian Northeast.

Among the main customers of FiloBlu we can find Santoni, Elisabetta Franchi, Lamborghini, Collistar, Paloma Barcelò, Original Marines, Antony Morato, Navigare, Braccialini, Gherardini, Henry Cotton’s, Tucano Urbano, Camomilla, La Perla, LiuJo, Venchi.

But FiloBlu does not stop there. The company of Santa Maria di Sala has objectives that go well beyond the European borders with ambition projects that will lead the company to internationalize and open up to unexplored markets.

Thus begins the adventure of FiloBlu

«One day a Mercedes inspector arrives in the factory accompanied by a Chinese – says Nucibella – I understood what we expected in the following years on technological products». Nucibella is the consultant for software companies in process management, then works for global service companies. The turning point with the Iphone and the distortion that it generates on computers and the Internet. Filoblu starts almost as a challenge at the beginning of 2010, two partners and two collaborators. Choosing an entry point still calibrated on companies. «I have always loved medium-sized businesses – says Nucibella – They generate ideas, entrepreneurship contaminates the employee. There is continuous innovation, the news is spread faster. I thought of a project to introduce companies to the products with a different catalog ». No more huge investments in paper products to be thrown away every time there is an update, but a computer database, continuously in progress, which presents the products dynamically, between photos and videos, changing websites so far there are static showcases. And that is on a smartphone or tablet and allows, in addition to save a lot of money, to be interfaced with solutions that can manage a warehouse or the relationship with customers. Or maybe sell products, even in markets where there are no branches or representatives. Companies like Tapì, the pocket multinational of closures, start to use it for which the sample to take around the world is a notable problem or Coldline, which manufactures industrial kitchens in the Paduan area.

Employees

Locations all around world

Orders Per Day

%

Revenues Increase

Customers

The next step is electronic commerce and comes almost naturally. The start, at the end of 2011, is demanding: Macron, a technical-sports clothing company. “They have ideas, a non-fluid system – says Nucibella – give us credit and this means having to manage different brands, in eight markets and five languages, with strong customizations on the product and become experts in fashion and product, with the entry of figures specific, because it is on the purchase of the product that is managed by outsourcing the e-commerce, and on the related discounts, which builds the margin that governs the entire business. And then we need to become experts in warehouse management and deliveries, given that there are now 2,500 orders a day to follow ».

Macron attracts other companies: from footwear with the cult brand Santoni to the intimate of the Pearl, to other brands known as Liu Jo, Maliparmi and Original Marines. “The physical side serves digital as bread,” says Nucibella, “but with digital, the store itself is no longer in the traditional sense. At the Pearl, in via Montenapoleone in Milan, I can book online articles that are not in the shop. Or in a sports store, a digital totem can reserve customized shirts on the shelves.

Digital has transformed the store into a showroom. The crisis is also linked to wanting to give old answers to a changed world. An international market that is hungry for products, but in which companies, and traditional physical stores, that feel that Italy alone is no longer enough, they can not enter. Instead, the customer is now everywhere. And with him, you can stay in touch in many ways. An opportunity for companies, and traditional stores, and their ability on the product. FiloBlu meanwhile travels his way. Customers arrive with word of mouth, but also via LinkedIn or Facebook. «We have always worked in break even. We are facing sustainable, self-financing growth, reinvesting profits in growth and new projects “, says Ad. As in the case of the two startups Iwishu and Shoppable video. The former develops emotional videos that can be watched by the recipient of the online purchase on the mobile phone, in a sort of electronic greeting card. The second has developed videos that can be purchased that allow you to buy a product that you see in a video, by clicking directly on it.

  • E-commerce in the world 7.4 of the total% 7.4 of the total%
  • Worldwide e-commerce turnover 67 billion dollars into 2019% 67 billion dollars into 2019%
  • 2016 italian turnover 29 million of euro% 29 million of euro%
  • Growth compared to 2015 19% 19%

Il brand

FiloBlu, meanwhile, travels his way. Customers arrive with word of mouth, but also via LinkedIn or Facebook. «We have always worked in break even. We are facing sustainable, self-financing growth, reinvesting profits in growth and new projects “, says Ad. As in the case of the two startups Iwishu and Shoppable video. The former develops emotional videos that can be watched by the recipient of the online purchase on the mobile phone, in a sort of electronic greeting card. The second has developed videos that can be purchased that allow you to buy a product that you see in a video, by clicking directly on it.

VMEngine’s relationship with FiloBlu starts with the well-known clothing brand Philipp Plein. A resolution was needed for the problems that were being repeated on the existing infrastructure.

VMEngine has proposed a solution that guarantees reliability and scalability to all the important brands managed. This solution is linked to the construction of separate infrastructures in order to differentiate the needs of individual projects, also providing the possibility to estimate the consumption costs of each customer.

Sample Solution architectural scheme

The two companies work in synergy. The Cloud Architect and the Sysops Administrators of VMEngine continuously work closely with the FiloBlu developers to improve the performance and reliability of the solutions. In this regard, the two companies share studies completed with several hands every time some improvement is made, so as to apply it to all the infrastructures.

 

Many AWS services have been used for the various projects that see VMEngine engaged with FiloBlu. The solutions cover much more systematic IaaS infrastructures and more advanced PaaS solutions with OpsWorks and CodeDeploy.

 

The CloudFront CDN is heavily used in all projects, as is the ElastiCache Redis.

 

The benefits

The choice proposed and applied to FiloBlu guarantees savings, elasticity, security, reliability, performance and scalability, enjoying the classic advantages of Cloud Computing and the robustness of a Cloud Provider such as Amazon Web Services.

Why did you choose Cloud Computing?

“A monthly saving of 65% and automatic scalability – declares Aldobrandino Allodi, CTO of FiloBlu – are the main benefits that our company receives from the collaboration with the VMEngine team. At peak times, – continued Allodi – such as Black Friday or the start of sales, automatic scalability is a fundamental requirement, helping us avoid the intervention of technical personnel saving time and money “.

Savings and scalability, perfect union.

Dino Allodi

CTO, FiloBlu srl

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