Safilo recruits Andrea Bulgarelli from Benetton to lead e-commerce

Safilo is doubling down on its e-commerce operations with the appointment of Andrea Bulgarelli as its digital transformation director, an all new role created by the Italian eyewear company owned by Dutch investment firm Hal.


Andrea Bulgarelli - Safilo

Bulgarelli will be working from the company's HQ in the Northeastern Italian city of Padua, where he will lead the group's e-commerce programme, which generated 1.047 billion euros in 2017 and manages more than 30 brands in a license portfolio that includes Dior, Fendi, Givenchy, Moschino and Tommy Hilfiger. The programme is part of the direct-to-consumer strategy currently being implemented by Safilo within its industrial plan for 2020. 

"Digital initiatives are at the heart of our growth and development strategy [...] thanks to Andrea Bulgarelli's leadership, we will finally be able to accelerate our e-commerce activities and our digital transformation," explained Safilo CEO Angelo Trocchia. 

Bulgarelli, who holds a degree in telecommunications engineering, has many years of experience in the fashion sector, having led the creation of e-commerce sites at Max Mara from 2007 to 2015, before joining Benetton, where he has served as group digital business director for two years. 

Translated by Robin Driver

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