MVF4 Superlativa ™ is just part of a stunning range of equipment and men’s accessories covered in this new sustainable mother-of-pearl innovation. From motorbikes to helmets and luggage, this company is at the forefront of ‘eco-luxury’. The special motorbike collaboration between Superlativa™ and Agusta has been devised for Luxury & Yachts.
BerBrand win the first prize at SMAU Operation&Logistic award
An Innovative tracking system for the full supply chain traceability, real time tracking and counter faking using the RfID tags.
http://portal.smau.it/html/pdf/2010/cs/smauMilano2010_premi/premioinnovazione-logistica.pdf
Business & Gentlemen n.15
By Adro, Brescia, to Australian shores via Vietnam. That’s the journey that the company BerBrand runs to produce the buttons and fashion accessories made of genuine mother of pearl known throughout the world. Since 2011, the company through its spin-off Aor, will launch a new product of luxury Superlativa™.
Motorcycles, cars, private jets and boats covered with a microfilm of MOP texture, pure and authentic, coming from the coast of Australia. A production of luxury, unique, high quality designed and developed by Berbrand located in Brescia and that will be launched in 2011
From high fashion to luxury, buttons and accessories in fashionable and genuine mother of pearl, for a large niche of customers looking for “not only the brand but also the intrinsic value “explains Emanuele Bertoli, the founder and owner of Berbrand. A challenge attempted to provide further product innovation and process excellence. “Have you ever wondered – continues Bertoli – why when you notice a particularly beautiful rose we usually say “it seems fake’? We have generally lost the sense of natural beauty, like listening to an opera and a symphony of music, a painting, a vacuum that oppresses, a desert that leads to the bold look for the nearest oasis where you can find comfort, friendliness and charm with the ambition to be Outstanding. ” The new project is on the market as the production of pearl tiles obtained from the re-use of waste products of the buttons mounted on a special support, and that allow you to create special effects of light and be intensively emotional. The company that makes and sells the plates is called AOR, a spinoff of Bebrand which controls the 75% of the share capital. Superlativa™’s patents, whiche the first was dated 2005, it’s developed through a collaboration between Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, AIB, POLIMI and the Aquarium of Genoa. Excellence means for Berbrand also a perfect vertical integration starting from the pearl shells cultivations on Australian shores – continues Bertoli -. The raw material and the mother of pearl threads are then processed in Vietnam where we have two factories one supplying Berbrand and one serving Aor. The third plant is expected in June 2011. ” The distribution follows the roads of Berbrand Italy, the U.S. and European market with a total turnover of about EUR 2 million. Now, the objectives for superlativa™?
“We have a five years running plan – said Bertoli – At the present we have already ongoing projects by applying this unique new material on the bike Augusta, on the Automotive sector, boats, interior design, outdoor furniture, glasses, and now we are also working on a private jet. It is undoubtedly a product of a certain rarity and for that our main challenge now is the European market, where we want to conquer the most pretentious customers – acculturated and looking the very best. We also have already some contacts with royal families. ” The receipt that has allowed to Berbrand to constantly grow since 1995, is based on a supreme quality, talent and passion at all levels. “In Berbrand actually works 7 people, in Aor 3. The average age is relatively small and young” the CEO considered him as the “oldest” with his 43 years. Bertoli continues “Over the years we have set the company by putting our stakeholders, suppliers and employees in the first place because they are all essential and this has enabled an ambitious and balanced development. ” We’ve always focused on the theme of sustainability . How? “By partnering with the Aquarium we obtained the Ecocrest© certification This is the first trust brand that certified sea products with the must to be eco-friendly and ethically correct. It was created by the Foundation of the Aquarium of Genova Onlus and may be granted in all countries of the world. ” In this way the sea product receive a particular attention and the royalties sfaeguard projects for particularly endangered species and ecosystems. In order to obtain the Ecocrest© label, each product and the entire supply chain must be inspected and certified by experts from the Foundation of the Aquarium of Genova Onlus through yearly inspections. Combining ecology and sustainability, will role the future of Berbrand. “We are studying eco-marketing projects – Bertoli go on with – and surely will continue to focus on sales of values associated with the brand . We are quite since the company sign a further increase of the turnover notwithstanding the crisis. The brand is growing especially in high fashion, we provide the main European brands, especially in France and England. We are also recognized for our efficency on the logistics front, where we score a certain dynamism in the world and recently we won the first prize in Operation and logistic at the SMAU event. “Brescia will see also in the future news project with superlativa™, but in a larger view, as told by the owner: “We are watching with great interest to the U.S. market and we have other patents in the pipeline since 2012.”
Berbrand
Berbrand was founded in 1995 as a private company and then became a SRL. Under the lead of Emanuele Bertoli is among the first companies to relocate production in Vietnam in 1996. In a few years, thanks to the ability in extreme Pearl cultivation, commercial and scientific partnerships, the company becomes unique in the industry to fully certify the traceability of production in the Pinctada maxima, the Australian mother of pearl. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale. Berbrand becomes supplier of the best brand leading names in fashion and international shirts
Business & Gentlemen n.15
Da Adro, nel bresciano, alle coste australiane passando per il Vietnam. È il viaggio che l’azienda Berbrand da anni percorre per produrre i bottoni e accessori moda in vera madreperla conosciuti in tutto il mondo. A partire dal 2011 l’impresa, attraverso il suo spin-off Superlativa, lancerà un nuovo prodotto all’insegna del lusso più ricercato
Moto, macchine, private jet e imbarcazioni rivestite di lastre in filo di madreperla purissima e originale, proveniente dalle coste australiane. Una produzione di lusso, unica e di alta qualità pensata e studiata dall’azienda bresciana Berbrand e che sarà lanciata sul mercato a partire dal 2011 sotto il marchio Superlativa.
Dall’alta moda al lusso, un salto che l’impresa di Adro, specializzata in bottoni e accessori moda in vera madreperla, ha fortemente voluto per avvicinare nuovi mercati e una nicchia di clienti che ricerca “non solo la marca ma soprattutto il valore intrinseco” spiega Emanuele Bertoli, fondatore e titolare di Berbrand. Un salto cercato per fornire un’ulteriore innovazione di prodotto e processo per cercare così l’eccellenza. “Si è mai chiesta – prosegue Bertoli – del perché quando si osserva una rosa particolarmente bella si sia consoni aff ermare ‘’sembra quasi finta’’ o del perché il trash faccia ascolto? Abbiamo generalmente perso il senso della naturale bellezza, dell’ascolto di un’opera lirica, di una sinfonia musicale, dell’ammirare un quadro d’autore, un vuoto che opprime, un deserto che spinge gli audaci a cercare l’oasi più vicina dove poter trovare ristoro, amicizia e fascino e, Superlativa ha l’ambizione di esserlo”. Il nuovo progetto si presenta sul mercato come produzione di piastrelle di madreperla ottenute dal re-utilizzo degli scarti di lavorazione dei bottoni che, montate su un supporto resinico, permettono di creare particolari eff etti luminosi. La società che produce e commercializza le lastre si chiama Aor, una spin off di Bebrand che la controlla al 75%. Il brevetto di Superlativa, datato 2005, si è sviluppato grazie a una collaborazione durata 5 anni tra Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, il sistema camerale lombardo, AIB, POLIMI e l’Acquario di Genova. “Come per Berbrand anche per Superlativa la madreperla arriva dalle coltivazioni di conchiglie e molluschi bivalvi del genere Pinctada sulle coste australiane – prosegue Bertoli -. La materia prima e le piastrelle vengono successivamente lavorate in Vietnam dove siamo presenti con due stabilimenti Berbrand e uno Aor. Lo stabilimento Superlativa è previsto entro il giugno 2011”. La distribuzione di Berbrand tocca Italia, mercato europeo e Stati Uniti per un fatturato complessivo di circa 2 milioni di euro. Gli obiettivi per Superlativa?
“Abbiamo stimato un piano di sviluppo in 5 anni – spiega Bertoli -. Ad oggi abbiamo già avviato progetti unici applicando questo nuovo materiale sulla moto Augusta, sulla Ferrari, su imbarcazioni, progetti di interior design, arredi esterni, occhiali e ora stiamo lavorando anche su un jet privato. Si tratta indubbiamente di un prodotto di una certa rarità e proprio per questo ci rivolgiamo al mercato europeo; vogliamo conquistare una tipologia di clientela diffi – cile e che ricerca il massimo. Abbiamo già alcuni contatti con case reali”. Il fi lo conduttore che ha permesso a Berbrand di crescere dal 1995, ampliando il proprio raggio di azione, è costruito sul tridente vincente della qualità, talento e passione a tutti i livelli. “In Berbrand lavorano 7 persone, in Aor 3. L’età media è relativamente bassa e giovane, conside rando che il più “vecchio” sono io con i miei 43 anni. Nel corso di questi anni abbiamo impostato l’azienda ponendo i nostri stakeholders, fornitori e dipendenti al primo posto perchè sono tutti fondamentali e questo ha permesso uno sviluppo armonico e ambizioso”. Il nuovo progetto Superlativa aff onda le radici nell’idea e nella pratica di ecosostenibilità su cui Berbrand da sempre punta. Come? “Grazie alla collaborazione con l’Acquario di Genova abbiamo ottenuto la certifi cazione Ecocrest. Si tratta del primo marchio fi duciario che certifi ca materiali e prodotti di origine acquatica provenienti da fi liere ecosostenibili ed eticamente corrette. È stato creato dalla Fondazione Acquario di Genova Onlus e può essere concesso in tutti i Paesi del mondo”. In questo modo vengono favorite le fi liere produttive che contribuiscono a migliorare gli ambienti acquatici o a conservare specie ed ecosistemi particolarmente in pericolo. Per poter ottenere il marchio Ecocrest, ogni prodotto e l’intera fi liera produttiva in questione infatti devono essere esaminati e certificati dagli esperti della Fondazione Acquario di Genova Onlus attraverso visite di controllo con cadenza annuale. E proprio sull’ecosostenibilità, unita all’eccellenza, si giocherà il futuro di Berbrand. “Stiamo studiando progetti di ecomarketing – prosegue Bertoli – e sicuramente continueremo a puntare sulla vendita di valori legati al marchio. Siamo ottimisti e come azienda possiamo dire di aver retto bene all’ondata di crisi incrementando il fatturando e avvicinando nuovi clienti. Il marchio è in continua espansione soprattutto nell’alta moda; forniamo le principali firme europee, soprattutto in Francia e in Inghilterra. Ci viene inoltre riconosciuta una particolare effi cienza sul fronte della logistica dove segniamo un certo dinamismo in tutto il mondo”. Nel futuro dell’azienda bresciana sono previste novità in linea con il progetto Superlativa e il concetto di ecosostenibilità, come racconta il titolare: “Stiamo guardando con molto interesse al mercato degli Stati Uniti e abbiamo in cantiere altri brevetti a partire dal 2012”.
Berbrand
Berbrand nasce nel 1995 come azienda individuale per poi diventare una SRL. Sotto la guida di Emanuele Bertoli, è tra le prime realtà a delocalizzare la produzione in Vietnam, nel 1996, per la lavorazione della madreperla. Nel corso di pochi anni, grazie all’abilità estrema nella lavorazione della madreperla, di partnership commerciali e scientifiche, l’azienda diventa l’unica al mondo del settore a certificare interamente la tracciabilità della produzione in Pinctada maxima, la madreperla australiana. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale.
The Made in Italy Business Directory
BERBRAND: “MADE IN ITALY” WITH TECHNOLOGY, RESEARCH AND ECO-SUSTAINABILITY
A top level service offer, particularly in the logistics sector, combined with quality and competitive prices: these are the strong points of Berbrand from Adro (Brescia), a company founded in 1995 that over a short space of time has become a world leader in the processing of Pinctada maxima, the precious Australian mother-of-pearl. It comes in a variety of colours for fashion accessories such as buttons, whose production is entirely traceable and certified. Even the processing scraps are used for producing Superlativa sheets, unique products for the interior design of houses, yachts, aeroplanes, luxury cars, and mosaics for swimming pools, fitness centres and household furnishings.
We spoke about all of this with the managing director, Emanuele Bertoli, who is also the company’s founder, and asked him about its positioning in foreign markets and what the prospects were for the future. We focussed particularly on eco-sustainability, since Berbrand was the first company to obtain “Ecocrest” certification, also winning the 2006 “Premio impresa ambiente” (Business Award for the Environment), established by the European Commission Directorate-General for the Environment to promote organisations that contribute towards sustainable development.
Mr. Bertoli, what has helped your company grow?
Having focused heavily on vertical integration; our raw materials come from Australia, production is in Vietnam, distribution in Europe, and the brains are in Italy. This organisation gives our customers, who are mainly large fashion labels, awareness of the added value that certified and eco-sustainable natural buttons have.
How do you position yourselves in foreign markets?
Our development in Europe is connected to large designer labels, to which we offer a complete service. We are also present in Tunisia, Morocco, India, Bangladesh and many other countries, including China.
Is there any foreign market that interests you in particular?
We are focusing particularly on the United States, where we hope to compensate for our current weakness due to the revaluation of the Euro against the dollar.
Is there any market that might represent a future challenge?
It might surprise you to know that it is not China, because we consider that challenge already overcome. There is a lot of work to be done, however, in Central and South America. I’m thinking, for example, of Brazil.
Has the decision to invest in eco-sustainability paid off?
It is paying off, particularly in the English-speaking markets and obviously in Germany and France. In Italy, however, there is still a lot of work to be done in this area.
Who are your major competitors at an international level?
Certainly the Chinese and Asian companies. Nevertheless, we are successful in the market thanks to a certified quality that we are able to guarantee.
What is Berbrand’s greatest challenge?
To remain flexible and ready to keep pace with the dynamism of our customers, who, in a sector such as fashion, have to contend with a market that is continually evolving.
A ROUND TABLE PANEL DISCUSSION ON SUSTAINABLE FASHION
Berbrand, a manufacturer of sustainable mother-of-pearl buttons, is truly remarkable. These are not your mother’s pearls we’re talking about here – think more along the lines of an innovative use of the mother-of-pearl, such as the shell of a motor bike and laptops to name a couple.
The focus was then turned to a round-table panel discussion appropriately entitled, The Tipping Point. The hot topics centered around the state of eco-fashion: present and future.The panel, co-hosted and moderated by Barbara Kramer (Co-Founder of Designers & Agents) included Bahar Shahpar, eco-fashion designer and Founder of The Four Hundred; Summer Rayne Oakes, model and environmentalist; Dr. Emanuele Bertoli, Founder of BerBrand; Elinor Averyt, Founder of L.E.A.F. (Labeling Ecologically Approved Fabrics); Sergio Sessini, President of CADICA USA, Inc., and Gokhan Baykam, President and CEO of Relight.
New York Times
Not everyone is pessimistic about Italy’s future. Emanuele Bertoli, the owner of a company that makes mother-of-pearl buttons for clothing designers like Giorgio Armani and Stefano Ricci, has thrived by putting most of his production in Vietnam and China, near the hatcheries for his pearls.
Back home, where he keeps a design studio, Mr. Bertoli, 38, said he was inspired by the sun-dappled landscape east of Milan — a region known as button valley for its many local button makers. “You are surrounded by beauty in this country,” he said. “It permeates you.”
Capturing this beauty, he said, and selling it to the rest of the world — whether in the form of Ferragamo shoes or Fiat cars — is how Italy can reclaim its export franchise and revive its economy.
© photographer Sakis Lalas for The New York Times
Emanuele Bertoli’s button plants in Vietnam and China are thriving.
