Bally of Switzerland is to introduce an international leisure range, Exedo by Bally, with branding, packaging and point-of-sale material developed by Minale Tattersfield.
The range, featuring 25 shoe styles and 100 fashion garments, will be launched in 500 Bally shops next year. A chain of stand-alone stores is also planned, with Minale Tattersfield appointed to develop interiors. The first stores will be unveiled in Asia.
The Exedo product range is packaged in a selection of clear Tupperware-style boxes. As well as allowing products to be seen while boxed, the packaging aims to extend the life of the boxes by providing useful storage instead of being thrown away.
The brand’s image varies extensively from country to country. It is perceived as up-market in Asia and down-market in the US.