SALA Wealth Summit 2012 - Rob Dodds

The Design of International Luxury���The Value of Provenance to Attract Global Audiences

P R E S E N T A T I O N B Y

Rob Dodds Group Executive Shared Services EHL, Chateau D’ax

W E A L T H S U M M I T

Rob Dodds is the Group Executive Shared Services for Ellerines Holdings Limited. He is also in charge of Public Relations and Store Development for the brands, as well as running the Property Portfolio for African Bank. Rob first entered the world of marketing when he joined 3M. Soon after, he headed up Sales and Marketing for the firm. Amongst other projects, Rob was responsible for launching Post It notes in South Africa. Rob was then head hunted first by Aramis, which he ran for a year, and then by Clinique. After running the cosmetics giant for a year he transferred to Canada as the largest affiliate country to Clinique USA. In only 3 years he was able to turn Clinique into the most successful cosmetics company in the region. Rob then transferred to the USA to take up the position as South West Regional Vice President for the Estée Lauder Company. A position he would hold for four years, before being promoted to Senior Vice President for Origins in North America. In this capacity, for four years, Rob developed retail portfolio and did roll out, before returning home to South Africa. Here he joined Edcon, for which he cultivated the Prato and Temptations brands. Rob also started looking into Property Development in his personal capacity and consulted in Zambia regarding retail store development before taking the job at EHL. Rob graduated from the University of Pietermaritzburg with an Agricultural Degree.

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Michael Griffin loves a challenge and starting his first business fresh from matric in 1997. Starting in the world of telecommunications Michael has created a string of successful businesses, including LGI Motorola Intelligence Centre, the largest repair facility for Motorola through Europe, Middle East and Africa, and satellite communications with Ashbury Satcom. It was then a short hop to starting Reconnect Mobile for Nokia South Africa offering a repair service and a 100 plus strong dealer network across South Africa. He then diversified his business portfolio and acquired shares in 2BaldMen, a customised software business solutions and services company, and Carnelian Management service, a specialist Consulting House, supplying highly specialised people as consultants in training and consulting across the telecommunication, IT and financial worlds.This philosophy and dedication lead up to his latest project and his greatest passion Porsche Design Retail Stores SA. With the first flagship store opened in Hyde Park Corner in December, Michael feels this is the pinnacle of his career so far.

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www.sa-la.org [email protected] +27 (0) 791787867

The Design of International Luxury���The Value of Provenance to Attract Global Audiences

P R E S E N T A T I O N B Y

Rob Dodds

EHL History

•  2008  acquisi+on  by  ABIL  •  14  brands  •  Pervasive  footprint  •  Brand  equity  •  Segment  dominance  

Chateau d’Ax History

•  Established  1948  •  Family  run  business  opened  in  Lentate  sul  Seveso  –  Milan  •  60’s  marked  collabora+on  with  renowned  architects.  •  1972    -­‐  CDX  opened  their  1st  factory  in  Lentate  

Why Chateau d’Ax?

•  Dis+nc+ve,  differen+ated  brand  •  High-­‐quality  handcraUed  Italian  products,  

designed  by  Italian  Architects  &  Designers  •  Global  footprint  of  over  350  stores  in  85  countries  •  The  Chateau  d’Ax  range  •  Over  60  years  of  produc+on  experience,  design  

and  innova+on  in  upholstered  furniture    and  development  in  all  interna+onal  markets  

•  Showcased  at  all  interna+onal  trade  fairs    –  (High  Point,  Milan,  Paris,  Stockholm,  Dubai,  Shanghai,  

Guanghzou)  

Why Does Chateau d’Ax Resonate Globally?

•  Chateau  d’Ax  product  is  set  apart  by  its  high  quality,  bespoke,  customised  offering  

•  The  uniqueness  of  this  brand  lies  in  the  wide  range  of  choices  available  

•  The  modular  system  offers  flexibility  

•  Customer  centric  brand.  

What Sets This Brand Apart in the SA Furniture Landscape?

•  It’s  a  luxury  bespoke  offering  •  The  Chateau  d’Ax  route-­‐to-­‐

market  also  remains  a  rarity  •  The  turnaround  +me  •  Access  to  global  trends  and  

marke+ng  models  

Maintenance of Exclusivity Whilst Embracing a Bold Roll-out Strategy

•  Wide  ranging  of  choices  •  Cri+cal  mass  to  build  the  

brand  •  Range  selec+on  by  store,  by  

market,  by  demographics  

Who is the Chateau d’Ax Market

•  Those  who  understand  and  appreciate  authen+c  design  originals  

•  Those  who  embrace  the  ideal  of  superior  quality  as  a  rewarding,  well-­‐deserved  way-­‐of-­‐life  

•  Through  quick,  deep  and  immersive  knowledge  of  the  market,  Chateau  d’Ax  has  achieved  rapid  local  brand  awareness.  

How Has The Market Been Identified

•  Extensive  market  research  •  Market  segment  sizing  •  Age  /  Income  /  Styling  •  Situa+on  analysis  and  

compe++ve  research  

The Value of Provenance to Attract a Global Audience

•  The  cornerstone  of  this  brand  is  it’s  Italianess  

•  100%  made  in  Italy  •  Chateau  d’Ax  is  solely  Italian  designed  •  Its  undeniable  Italian  provenance  (or  

‘history  of  ownership  and  place  of  origin’)  

•  The  language  of  provenance  

Future of Chateau d’Ax in South Africa

•  Italian  designers  ensure  the  constant  evolu+on  and  upda+ng  of  the  Chateau  d’Ax  collec+ons  

•  Opening  of  strategically  located  stores  in  geographically  relevant  wealth  nodes  throughout  South  Africa  –  Johannesburg,  Cape  Town,  Durban,  

Nelspruit,  Pretoria,  Polokwane  and  Bloemfontein  

•  Customer  experience  delivering  beyond  the  discerning  customers  level  of  expecta+on