VF group expanding business in retail sector

by Franco Aloisio

The VF Group of Companies is rapidly expanding and is planning to open two new outlets in the Bay Street complex at St George's Bay, the company's managing director Vincent Farrugia told The Malta Business Weekly.

Mr Farrugia said his company will be opening a 165 square metre Swinger by VF outlet and a MEXX outlet, which will cover an area of 350 square metres. Both will be housed in Bay Street.

He said the VF Group identified Bay Street as a good opportunity to expand its business. "The project is in line with our corporate philosophy," Mr Farrugia said. The synergy between the VF Group and Bay Street was exemplified recently when the Swinger by VF outlet in Mosta was authorised to start selling Ferrari Formula One merchandise, which will eventually be made only available at the Formula One store which is to open in Bay Street in November.

At present, the VF Group operates 11 Swinger outlets in Malta and Gozo, in locations such as City Gate Valletta, Mosta, Tigrija Palazz in Gozo, Paola, Zabbar, Zejtun and Zebbug. The MEXX franchise, operated by the VF Group, runs two outlets in Valletta and Mosta.

Mr Farrugia said that during the last five years, the Swinger by VF brand had been restructured - from a traditional men's shop to a predominantly young brand. "Our vision is to keep offering the same service, quality and prices that we have been offering in these last years. However, now we have created a new concept, that of providing a pleasant shopping experience for those visiting our shops," Mr Farrugia said.

The Malta Business Weekly also spoke to the marketing consultant of the VF Group, Kevin Vassallo.

He said that the Swinger shops have over the last years been expanded, given modern designs and located in prime locations. Moreover a new brand logo was created.

Mr Vassallo said that the new Mosta stores are the first results of the company's work in creating and improving the image of the brand. The company also focused on human resources development, especially the sales people at the retail outlets.

On the development of his company, Mr Farrugia said that the company started manufacturing men's clothing in 1972 and years later branched into retailing.

He said that the retail operations of the company have expanded exponentially, while the manufacturing base was reduced as profitability started to decrease, although for a number of years

the company was exporting around 80 per cent of its textile products.