strengthen brand loyalty. This allows members
to enjoy very low prices on selected items every
month.
BRAND VALUES
MARKET
Combining quality, contemporary styles with
affordability, Giormani sofas appeal to the
middle-class and discerning customer. Giormani
blends tradition with innovation in its designs to
create a comfortable and modern centerpiece
for the stylish home.
In just over ten years, Giormani has
progressed from producing quality leather sofas
for leading sofa manufacturers in Germany and
Italy to becoming the territory’s sofa expert.
Today, Giormani brand concept stores can
be found in South Korea, Singapore, Japan
and Australia, and through local dealerships
in different countries. Products bearing the
Giormani label are distributed to Germany,
Belgium, Italy, South Africa, Spain, Thailand,
Russia, Canada and the United States of
America (USA).
ACHIEVEMENTS
Giormani has developed a glowing reputation
over the years. Since 2006, it has been invited
to participate in Next Magazine’s Service
Excellence and Star Brand annual supplements.
Such invitations are only extended to brands
with a stature in good quality and service.
Endorsing Giormani’s reputation in design
is Perspective, a leading interior design
magazine which named Mr. Kelvin Ng, owner
and chief designer of Giormani, one of Hong
Kong’s top 40 designers under the age of 40
in 2007. Subsequently, he also received the
Young Industrialist Award of Hong Kong by the
Federation of Hong Kong Industries in 2010.
It has also achieved numerous awards
including the Quality Tourism Service Scheme
by the Hong Kong Tourism Board from 2008 to
2010, Eastweek’s Hong Kong Service Awards
for Furniture Stores from 2008 to 2010, as well
as the Quality Living and Cognoscenti’s Choice
awards in 2005.
Its branding success saw it winning the Hong
Kong Top Brand 2009 by the Hong Kong Brand
Development Council. It has also been one of
Superbrands’ best brands for six consecutive
years since 2005. Additionally, it was awarded
the Capital Outstanding Enterprise Award, and
the High Flyers Outstanding Enterprises 2005 by
Hong Kong Business Association.
For its quality, it achieved the ISO 9001:2008
certification administered by IQNet and CQC.
HISTORY
Giormani was established in 1999 by Arredamenti
Company Limited under the leadership of Mr.
Kelvin Ng and Ms. Jane Tong. Since then, the
company has provided customers high quality,
comfortable and stylish furniture with a focus
on introducing European designs and material
trends into the Hong Kong sofa market at
affordable prices.
The company grew in leaps and bounds. In
2003, it began producing top quality leather sofas
for a leading German sofa manufacturer. In 2004,
it continued to establish a similar partnership with
a high-end Italian sofa manufacturer. As a result of
their good work, both European partners began
to include its sofa designs into their lines of sofa
products for the European market from 2006.
Today, the company has 10 Giormani sofa
stores with a flagship store in MegaBox and
three mega stores in Causeway Bay, Tsim Sha
Tsui and Lai Chi Kok. With over 600 workers
in its factory in China, Giormani adopts the
European model for its production line.
PRODUCT
The brand works with designers from Italy,
Germany and Hong Kong. Maintaining a close
relationship with its European designers has
enabled Giormani to keep up with the latest
trends from the continent.
Being at the forefront of innovation has always
been a top priority. It continually searches for new
materials and incorporates unusual materials
and technologies on sofas. These include the
environmentally-friendly Eco Intelligence® fabric,
the dust and water proof Crypton®, acrylic
fabrics, washable paper-woven fabrics, metallicstyled mosaic-embossed vinyls.
Giormani’s leather and fabric sofa covers
come in a wide variety of colours and are interchangeable. With an emphasis on individuality,
Giormani prides itself on its ability to combine a
host of different materials in a single design.
Positioned as a fabric expert, Giormani’s
stores showcase about 200 different fabrics in
order to give customers the freedom to match
sofas to any interior design scheme. Its expert
team of craftsmen can also customise every
part of the sofa, from colours, sizes and even
softness to suit the needs of the customer.
In recent years, Giormani launched 2 series
of new product lines, namely Giormani Deluxe
and Giormani Motion. Giormani Deluxe aims to
provide the high quality leather softa in European
Style. This series of sofas are often in simple
and classic design. Its shop located on Queen’s
Road East, features a wide range of high-end
home decoration items too.
Giormani Motion however incorporates
mechanisms in the sofas, like head mechanism,
arm mechanism and lumber mechanism. It
seeks to provide the best combination of the
functionality, good quality and the ultimate
comfort in furniture for users. In addition,
Giormani Motion also offers a wide selection of
recliner mechanisms, manual control, electrical
remote and switch mechanisms. A specialist
shop at North Point is mainly for Giormani
Motion collection.
In order to maintain its high standard of quality,
Giormani retains suppliers from professional and
reliable suppliers in Italy and Germany.
One of the famous projects was the launch
of Giormani X Freeman Lau piece, Piggy, at the
opening of iSquare superstore in Tsim Sha Tsui.
In which furnishing design, each Piggy’s nose
links to the tail of the other. This signifies the
strong bonding among the family members.
In 2011, Giormani launched the ‘iCushion’
Care and Share Campaign to spread love
in summer. Partnered with local illustrators,
HosannArt, Dreamergo and Leung Micmichi,
the HomeGallery exhibition at Megabox flagship
store was filled with heartwarming iCushions
and accessories.
From 2010 to 2011, Giormani also carried
out a year-long campaign, Little Champions of
Innovation Programme to inspire and develop
the creativity and innovations from the little ones.
With the philosophy of ‘Your Sofa Style Tailor’,
Giormani is proud of its excellent customer
service. Equipped with professional product
knowledge, its trained sales people are able to
advise and give customers good ideas.
In addition, its developed a Mystery Shopper
Programme to ensure its service excellence.
These factors have made Giormani a brand
name synonymous with the pinnacle in modern
interior design.
The company prides itself in excellent aftersales service. Each sofa is tested to ensure its
quality before delivery. In addition, Giormani
offers free delivery and assembly service, a fiveyear warranty on the sofa’s internal structure, a
three-year warranty on electronic mechanisms,
custom-made fabric slipcover service, as well
as maintenance and repair services. The stores
also offer a range of leather and fabric furniture
care products.
PROMOTION
RECENT DEVELOPMENTS
Giormani is the first in Hong Kong’s furniture
industry to introduce the computerised Mix &
Match service. This unique computerised facility
by French high-technology solutions provider
Lectra, allows customisation of sofa sets with
easy on-screen viewing by the customer before
actual production.
To demonstrate its commitment in encouraging innovation and creativities, the company
embarked a series of campaigns to dedicate to
this effort, among which, Giormani developed
various cross-platform projects with renown
Hong Kong designers, Prudence Mak, Lucy
Shih, Husky Kevin, Craig Au Yeung, Leung Mee
Ping and Freeman Lau. HomeGallery has since
been set up in many Giormani shops to exhibit
these cross-platform home furnishing products.
Since 2008, the company continued to invest
substantial amount of advertising dollars to boost
its marketing efforts. On top of print advertising
in major newspapers and magazines, Giormani
also participated in home expos, monthly instore 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
in turn, encouraged higher value purchases.
Product placements have also been a key
communication strategy. The company sponsored
its sofas for highly rated TVB drama serials such
since 2007. It aims to create the inspiration to the
product through the programme.
Furthermore, the company continued to
enhance its VIP card member programme to
www.giormani.com
THINGS YOU DIDN’T KNOW ABOUT
GIORMANI
• There are 10 Giormani stores in Hong
Kong, as well as Giormani brand concept
stores in South Korea, Singapore,
Japan and Australia. Products bearing
the Giormani label are distributed to
Germany, Belgium, Italy, South Africa,
Spain, Thailand, Russia, Canada
and USA. Well-known European and
Japanese sofa manufacturers have used
Giormani designs as part of product
lines marketed the world over.
• Giormani is the first in Hong Kong’s
furniture industry to offer the computerised Mix & Match service. This allows
customers to visualise the effects of their
customised designs instantly on-screen.
• Giormani has initiated a cross-platform
project with well-known designers like
Prudence Mak, Lucy Shih, Husky Kevin,
Craig Au Yeung, Leung Mee Ping and
Freeman Lau to show its support to
Hong Kong’s creative culture.
SUPERBRANDS VOLUME VI
HONG KONG’S STRONGEST BRANDS