Da Milano

Company Background
Da Milano's journey began in 1989, when the brand was designed by Sahil Malik's father. Based on a
store in Delhi, the brand is now proud to run 60 stores, all run by Malik.

Malik joined the company in 2000 after completing the NIFT fashion design. At that time, India was
moving towards organized retail and felt the need to open a chain of stores with leather accessories.

Malik on the refinement of leather accessories to the taste of world fashion: "In India, there were always
patterns and colors, the Western touch was missing, Malik felt that there was a good demand for designer
and a good overall aesthetic. "Sahil focused on the design and marketing of the brand. The company
began freelancing with Italian designers before creating its own studio to make sure the drawings meet
international standards. All designers work six months in advance when it comes to planning.

Today, Da Milano is one of the brands producing the most comprehensive leather assortment. Adding a
new touch to the business and launches a style every day in each category

Milano now wants to expand internationally. Two branches in the Middle East and another project in
Indonesia, Singapore and Malaysia are being opened and the US market is being tapped. Sahil Plus then
launched a shoe brand - Rosso Brunello.

"Every three days Malik go to stores to chat with customers and get their feedback, to know what they are
missing, what the requirements, sizes and styles, trends, patterns, colors and accordingly they incorporate
the customer needs into the upcoming collection.

Positioning
Milano focused on the sale of trendy and colorful leather handbags and accessories. The success of Da
Milano has been its focus on the fast fashion code. It launches 300 new products a year so customers can
always find something new. And some 30% of sales are for regular customers from repeat purchases. An
additional draw is the lifetime product warranty of the company. Retail is about "customer service" and
"they believe that once the customer buys from them, it's not once, it's his life,".

From the beginning, the company relied on a strong Italian style, hence the name and a team of designers
in Florence.
The brand understood the pulse of the urban consumer and the changing trends. "The Da Milano range is
now in sync with European trends, attracting younger customers and increasing visibility in retail stores.

Da Milano is positioned as a superior product at a very affordable price (Affordable luxury) and
started as a gateway to the luxury segment.
The company is also targeting buyers aged 18 to 35 through the new Wooba retail chain. There, handbags
cost around ₹ 4,000. Da Milano premium stores sell handbags from ₹ 9,000 to ₹ 16,000. "Da Milano have
always taken care of high-end customers and luxury customers and believe there are many insightful and
good income customers who are looking for branded products and have been neglected,".

Points of Difference
 While other handbag manufacturers play it safe with brown and black colors, Da Milano bags
offer bold colors like blue, green, red and neon as well as fancy closures
 New collection almost every day, customers get to choose from a wide variety of designs updated
every day
 Pricing also remains comparatively less from the international brands such as Coach, Hermes and
Louis Vuitton in the pure leather segment, which makes these products affordable
 Da Milano now belongs to the 3rd generation of the family. This allows the family to better
control the image of the brand. They try to keep the original values of their founder
 Stylish and trendy with sophisticated Italian tastes and touch in the product design

Points of Parity
 Straight competitor Hidesign also offers 100% leather products and high-quality craftsmanship
 High quality services to the customers, one-to-one interaction with the customers and possibly
personalize the products in the new collection
 Fashionable and trendy products, design team from Italy who constantly monitor the trends and
tastes of customers and incorporate into the products
 High quality leather, they use fine raw materials in the processing for the best quality product
 High price and are for luxury segment who are ready to pay for a branded pure leather range of
bags

Brand mantra
Fast moving Fashion, Style, Luxury