THE MARKET
Giormani sofas are designed for individuals who
are creative, stylish and contemporary. The sofas
appeal to young, middle-class couples who want
elegant, high-quality furnishings at an affordable
price. With the astute leadership of the owner and
chief designer, Kelvin Ng, the team of designers in
Europe and Hong Kong masterfully blend tradition
and innovation, and classic and contemporary
designs, to create unique and modern sofas and
armchairs. Giormani sofas provide customers with
the ultimate centerpiece for a comfortable, stylish
and relaxing home.
Established in 1999 by Arredamenti Company
Limited, Giormani has become the sofa expert in
the territory, now with 11 stores. In 2003, Giormani
began to produce top quality leather sofas for a
leading German sofa manufacturer. In 2004, it
continued to establish a similar kind of partnership
with a high-end Italian sofa manufacturer. Since
2006 both European partners even started to
include some of Giormani sofa designs in their lines
of sofa products for the European market.
Apart from the local retail market, Giormani
strives to explore its overseas markets. There are
Giormani brand concept stores in South Korea,
Singapore, Japan and Australia, and through the
local dealerships in different countries, products
bearing the Giormani label are distributed to
Germany, Italy, Spain, United Kingdom, Belgium,
United States, South Africa and Thailand.
ACHIEVEMENTS
Giormani has developed a reputation for
providing households with stylish, high-quality sofas
within just ten years of its inception. Popularity
among customers and recognition of Giormani
from media was shown in many ways, such as it
being invited to participate in the supplements
of ‘Service Excellence’ and ‘Star Brand’ in Next
Magazine for three consecutive years since 2006.
Only the customers’ beloved brands with good
SUPERBRANDS VOLUME V
quality in its products and services were included
in the supplements. Giormani was also one of the
merchants accredited by the Hong Kong Tourism
Board under the Quality Tourism Services Scheme
in 2008; and was certified ISO 9001:2000 in 2009.
With a reputation for innovation and excellence,
Giormani has achieved numerous awards including:
Eastweek:
• Quality Living Award HK 2005
– Furniture Store
•
Cognoscenti’s Choice 2005 – Furniture
•
Hong Kong Service Awards 2007 - 2009
– Furniture Store
Capital:
• Capital Best of the Best for Executives 2005
– The Best Furniture
Hong Kong Business:
• High Flyers Outstanding Enterprises 2005
Superbrands:
• 2005 - 2009 Superbrands
Firsts in the market
Giormani has been devoted to introducing
European designs and the material trends of sofas to
Hong Kong. It searches for different new materials
and shows its creativity and innovation by using
special and unusual materials and technologies on
sofas, such as environment friendly Eco Intelligence
fabric, dust and water proofed crypton, acrylic
fabric, washable paper-woven fabric, metallic-styled
mosaic embossed vinyl. Most of these innovative
materials are applied to sofas for the first time and
bring surprising visual effects which have greatly
impressed the public.
Giormani strives to be innovative and is the first
in Hong Kong to introduce the computerised
mix-and-match service into the furniture category.
This unique computerised service facility enables
customers to make selections using pre-set
programmes and allows customers to visualise
the effects of their mix-and-match results instantly
on-screen.
HISTORY
Mr. Kelvin Ng and Ms. Jane Tong founded
Giormani in 1999. Giormani has since swiftly
established itself as one of Asia’s leading sofa-making,
export and retail brands. They provided customers
with stylish, comfortable furniture. Giormani has
been devoted to introducing European designs
and material trends to the Hong Kong sofa market.
Combining a careful balance of quality and style at
an affordable price has remained the company’s
core focus.
Today, the company has 11 Giormani sofa
stores. The flagship Giormani store is in Whampoa
Garden while a mega store and a concept store are
in Lai Chi Kok and MegaBox respectively. The rest
of the stores are located in different areas of the
city. With over 600 workers in its factory in China,
the Giormani production line takes the European
sofa production model as its reference point.
THE PRODUCT
Giormani has six distinctive styles: Sofabric,
Easy Fit, Sixy Curve, Modern Soft, Square & Seven
and Leatherfeel. This series of Luxury product
ranges are specially designed for the overseas
markets. All feature unique designs to suit different
styles of interior space and customer preferences.
Giormani works with designers from Italy,
Germany and Hong Kong to ensure its approach
remains fresh. Its close relationship with European
service are provided to ensure customers can
enjoy the full-scale after-sales services. There are
also different kinds of leather and fabric furniture
care items available at Giormani stores to enable
customers to clean and care for their furniture.
designers enables the company to keep up with
the latest trends from the continent. The owner
and chief designer, Kelvin, is one of the Hong
Kong’s leading sofa designers, whose distinctive
sofas and armchairs have graced the collections of
pre-eminent European, American and Japanese
furniture brands. In 2007, Kelvin was named one of
Hong Kong’s top 40 designers under the age of 40 by
the leading interior design magazine, Perspective. His
creativity is nourished by his corporate leadership
of Giormani; from supply chain management to
retailing and marketing in numerous overseas
markets. Well-known European and Japanese sofa
manufactures have used Giormani designs as part
of product lines marketed the world over.
Giormani’s designs consistently combine
functionality with creativity. The leather and fabric
coverings of the sofas come in a wide variety of
colours and are interchangeable. The company
stands out from other home furnishers in its
emphasis on individuality. Giormani prides itself on
its ability to combine a host of different materials
in a single design. Customers can choose from a
huge range of both fabric and leather, combining
exceptional design with durability and quality.
Giormani is renowned as a fabric expert and
its stores showcase about 200 fabrics. Giormani’s
in-store displays are a treasure trove of cotton,
jacquard and ultra micro-fibre fabrics, from neutral
colours and textures to richly patterned designs.
Giormani’s extensive range gives shoppers the
flexibility and freedom to match sofas to any interior
design scheme. With the brand philosophy of
‘Create Your Own Sofa’, Giormani constantly strives
to match customers’ creativity and imagination with
truly unique pieces.
In addition to its unique designs, Giormani
provides excellent customer care. Giormani’s
meticulous and professional staff, are trained in
basic interior design. Based on their knowledge and
experience, Giormani’s sales staff, are able to give
ideas and inspiration to customers to help them to
make the best decisions for their homes.
Giormani’s expert team of craftsmen, are able
to customise colours and sizes to match virtually
any interior scheme. The overall width, height
and depth of many Giormani sofa models can be
altered according to customers’ special requests.
Customers can choose their desired sofa feet
and the leather or fabric colours and patterns for
different portions of the sofas. The softness of the
seat and back can be adjusted to suit customers’
special requirements.
Giormani also provides excellent after-sales
service, with each sofa being tested before being
delivered to the customer. Free delivery and
assembly service, five-year warranty on the sofas’
internal structure, fabric slipcover custom made
service, as well as the maintenance and repair
continued strengthening its image and reputation
through product sponsorship in ATV’s ‘Momotea’
in 2007.
The company’s VIP card member programme
has been enhanced to strengthen brand loyalty.
Members can now enjoy extra low prices on
selected items, every month.
BRAND VALUES
Giormani is committed to providing people in
Hong Kong with a better quality of life. It strives
to provide high quality, stylish sofas at an affordable
price. With the philosophy of ‘Create Your Own
Sofa’, Giormani is proud of the ability to combine
functionality with creativity from a host of different
materials in a single design. Customers can choose
their desired colour and pattern from a wide variety
of leather and fabrics on a sofa. The size, softness
of the seat and back cushions can be adjusted to
create their personalised sofas.
RECENT DEVELOPMENTS
To add a new dimension to the mix-andmatch service, Giormani has introduced a
unique computerised service facility provided
by Lectra, a worldwide French high technology
solutions provider, which enables customers to
make selections using pre-set programmes. This
first-in-town service allows customers to visualise
the effects of their mix-and-match results instantly
on-screen.
The brand stands for guaranteed quality and
service. All staff undergo training so that they are
able to provide consumers with the best customer
care and product knowledge available. These
factors have made Giormani a brand name that
represents the pinnacle in modern interior design.
In order to ensure the high quality of its sofas,
Giormani retains supplies from professional and
reliable suppliers, such as the famous Italian leather
tanneries ‘Peretti Gruppo’ and ‘Mastrotto Italia’, the
world’s largest manufacturer of recliner mechanisms
‘Leggett & Platt’, and the world class German
manufacturer ‘Lusch & Hettich’.
Giormani sofas have also been showcased in
major international furniture fairs including Cologne,
Milan and Coburg in Europe; High Point in the
United States and top China trade fairs in Shanghai
and Dongguan.
PROMOTION
In 2007 to 2008, Giormani spent over five
million on marketing campaigns that included
advertising, public functions and sponsorship. More
than half of the marketing budget was spent on
advertising in print media including newspapers,
monthly magazines and weekly magazines.
Giormani also implemented below-the-line
marketing programmes, which included participation
in home expos, monthly in-store promotions and
joint promotions with other strategic partners and
institutions such as banks, credit card merchants
and shopping malls. These activities have attracted
considerable customer traffic, arousing customer
interest and encouraging higher value purchases.
As a result of Giormani’s style and success, the
brand was invited to participate in 7th Hong Kong
Furniture and Homex 2007, and the 8th Homex
and Design Plus Expo 2008.
For sponsorship, Giormani sponsored sofas for
TVB’s high ratings dramas such as ‘Dicey Business’,
‘On The First Beat’, ‘Heart of Greed’ in 2007 and
‘D.I.E’ , ‘Heart of Greed II - Moonlight Resonance’ in
2008 and ‘Born Rich’ in 2009 respectively. Giormani
also provided prize sponsorship in the TVB
programme, ‘Deal or Not Deal’, in 2007. Giormani
THINGS YOU DIDN’T KNOW ABOUT
GIORMANI
The company has eleven Giormani
stores in Hong Kong. Apart from
local retail stores, there are Giormani
brand concept stores in South Korea,
Singapore, Japan and Australia, and
products bearing the Giormani label
which are distributed to Germany,
Italy, Spain, United Kingdom, Belgium,
United States, South Africa and
Thailand. Well-known European and
Japanese sofa manufactures have used
Giormani designs as part of product
lines marketed the world over.
Giormani sponsored sofas for TVB’s high
ratings dramas such as ‘Dicey Business’,
‘On The First Beat’, ‘Heart of Greed’ in
2007, ‘D.I.E’ , ‘Heart of Greed II - Moonlight
Resonance’ in 2008 and ‘Born Rich’ in 2009.
Giormani is the first mover in the
furniture category to offer the
computerised mix-and-match service
and allows customers to visualise the
effects of their mix-and-match results
instantly on-screen.
H O N G KO N G ’ S S T RO N G E S T B R A N D S