Funky Buddha clothing brand, Altex group Greece. Brand book and retail concept presentation

2. Table of
CONTENTS
01 About Us
02 Our Story
03 The Company & The Brand
04 Milestones
07 Our Team
08 Interview
09 Portfolio
10 The Shop Concept
05 Mission & Vision
06 Social Responsibility
11
12
Marketing
Contact Us

3. About Us
Together, Ever yone
Ac hieves Mor e
Fashion is one
of the most influential forms
of expression in our
contemporary culture

4. 2003
Founded in Athens by Yannis K. Alexiou and sons

5. ALTEX S.A. is a family-owned European fashion retailer that designs, produces and distributes
fashion products with a distinctive character, standing clearly out from the crowd.
Driven by passion, determination and intuition, the company creates clothes that are
“canvasses of expression” and give consumers the ability to be themselves, feel good and
stand out from the crowd. Garments of the highest quality, comfortable and highly
affordable, that match each person, expressing his or her personality.
The company’s portfolio consists of two brands: Funky Buddha & Fifty Five Garage offer
dynamic, comfortable, uplifting and expressive lifestyle clothes for men and women, paying
extreme attention to quality and details reflecting sheer enthusiasm, freedom of expression
and a unique differentiation in style that all those who feel authentic, creative, daring and
confident are looking for!
Each fashion collection is an expression and a way of life for all of those who don’t just follow
fashion but think of it as a mean of expression. This is one of the cornerstones of the
company’s philosophy, inspiring both the company and the consumers alike.
Each fashion collection is daring, influenced by music, arts & culture, intense feelings,
travelling, love for the environment with a contemporary still classy look and feel, being part
of a total “canvas” and a modern way of interaction and expression. Every season, the
company designs clothes full of innovative ideas, by enriching the latest trends.
Funky Buddha – being the flagship brand – is part of a
portfolio of retail brands that are developed by our company
ALTEX SA, based in Greece – Europe.
The Company & The Brand

6. Funky Buddha brand was founded in 2003 through the passion and intuition of Alexiou
family from Europe - Greece.
What started off as a casual business trip for them, turned into an epic adventure through
the highs and lows of the Far East.
Seeking initially to research business opportunities, a delay at a local train station resulted in
a major detour. They returned from it with crates and stories!
The rising sun flag became the brand’s symbol and an inspiration for what has become a
highly successful idea: to make great garments that suit every individual, reflect ones
personality and make you feel cool at ease.
The brand was launched during the summer of 2003 and its tees and cargo shorts became
directly a hit, surpassing expectations and setting the standards for further expansion of the
brand. In just a few years, with hard work and determination, and with the collection
becoming richer and more complete the commercial success of the European fashion
company took off.
Funky Buddha has become - in a short period of time – an international fashion Retailer and
the cult fashion brand for those who love to wear clothes inspired by values such as
freedom, respect for the individual and respect for the environment.
Fashion is one of the most influential forms of expression in
our contemporary culture. Serving as a mirror of our time,
fashion is also regarded as a post-modern metaphor of what
goes on in society.
Our Story

7. ALTEX S.A. is founded
introducing FUNKY
BUDDHA brand with a
successful jacket
collection
Milestones
2003
The company acquires
and moves into its new
company-owned
headquarters and
invests in a new
extended distribution
center
2005
Two new brands,
FiftyFive GARAGE Dry
Goods & Supplies and
SECOND SKIN are
introduced to enrich the
company's brand
portfolio.
2008
FUNKY BUDDHA opens
up to retailing in
Greece.
2013
The basic cornerstones
are
set for ALTEX to
become an
international Retailer
with new Retail
locations and a proven
international retail
development strategy
2014
Retailing and
international expansion
is further enhanced
through a dedicated
reorganization of the
company’s
infrastructure. Shopping
Experience is adopted
as
one of the new “beliefs”
in ALTEX’ s
Brand Philosophy
2015
2017
The brand realizes its
European store network
with a major rehaul of
the interior store
concept design, setting
the foundations of a
strong expansion in 4
key markets.

8. vision
✓ Mission: To be one of the leading European wholesale and retail companies in the markets
we operate in and to become a GLOBAL FASHION RETAILER.
We are proud of our family. It is both our link to
the past and the foundation of our future.
✓ Vision: To always develop and market our brands in accordance to European fashion
trends and to create a distinct mix of collections, which will appeal to the trends-aware
16-45 age group.
✓ We always strive to meet each client’s unique set of needs and expectations by delivering
a truly personalized experience on a professional basis.
✓ Our commitment to combining highly effective working practices with paradigm-busting
creativity means the only thing we’ll always exceed are your expectations.
0504030201
passion
creative
We base our cooperation on
trust, partnership and honesty
✓ We’re passionate about customers and consumers. Being proud of what we do, we act
sensitively with the highest standards of integrity and social responsibility.
Mission & Vision

9. Showing respect to the
natural environment in
which we operate and
trying actively to
contribute to the
development of the
respective communities is
a major goal in our Social
Responsibility Policy.
NATURAL
ENVIRONMENT
Our ethical foundation
is based on corporate
social responsibility. As
a responsible business
the company has
adopted its role in the
communities in which
it operates.
ETHICAL
FOUNDATION
ALTEX commits to the
principle of producing
products harmless to the
ecological environment.
This includes, apart from a
carefully selected choice of
raw-material and fabrics,
suppliers worldwide and the
continuous control of crucial
ecological parameters by
independent and certified
international laboratories
and authority boards.
ECOLOGY
& QUALITY
Environmental protection and
nature preservation as well as
the responsible use of natural
resources play an important
role in all corporate decisions.
As part of its environmental
policy, ALTEX not only ensures
that energy is used sparingly in
all its divisions but also re-uses
residual materials and fabrics
at all its sites.
ENVIRONMENTAL
PROTECTION
Social Responsibility
1 2 3 4

10. 01
02
03
04
05
06
07
Experience led us to
transform the existing
network of Funky
Buddha stores
according to the
latest trends of
international Retailing
The Idea
Concept Designers
and Fashion
Specialists worked
hand in hand to
deliver a new, fresh
and sophisticated
concept housing all
collections of the
brand under one
roof.
Sketch
We incorporated all
ideas from our
fashion team and
combined it with the
experience of our
managers to expand
not only national,
but also all over the
world.
Ideas
We seek to expand
worldwide, having
already a sound
presence in Europe,
developing the
international retail
Funky Buddha
Network.
Develop
The new store
concept had to be in-
line with the
philosophy of the
brand but at the
same time to give a
maximum of
shopping experience
to all clients.
Planning Communicate Create
To communicate our
Brand Philosophy to
the customer and to
become one of the
leading Retailers was
not only a dream but
a necessity in todays
demanding fashion
scene
The concept was
tested and retested
and after a thorough
pilot phase, Funky
Buddha stores were
ready to become a
milestone on the
fashion market.
A global fashion Retailer

11. Fashion is only the attempt
to realize art in living forms
and social intercourse.
Our Team
Teamw or k
Mak es
The D r eam Wor k

12. Work together for success
Everyone that works here has a desire to create amazing user experiences. Being great at what you do is the cost of entry at
ALTEX SA, what tends to get people hired is fit. When talented people fit well together they produce some pretty impressive
stuff.
We always strive to put the right people with the right skills on the right projects. There are no pitch teams, no “B” teams.
Everyone here works as part of the TEAM, directly with our clients and our business partners. It’s fun, as it should be.
We spend so much of our life working that we’d best enjoy it.

13. /
C
The company employs more than 170 highly specialized, skilled & well
trained staff and experienced managers, all of them dedicated to the
continuous evolution of the men’s and women’s fashion collections, the
implementation of sophisticated marketing strategies and actions for
promoting our brands, committed to total customers’ satisfaction.
Altex Team
The Funky Buddha Team
facebook.com/funkybuddha
twitter.com/@funkybuddha2
Couture
Retail Orientation
Wholesale Orientation
Marketing Orientation
Knowledge/Experience
Instagram/funkybuddha_

14. Infrastructure
During the last years the company invested in the modernization of its IT system (ERP – CRM – B2B – BI- software & hardware) both in Greece and abroad.
This gave ALTEX a substantial comparative advantage, raising the technological bar to the highest international standards. The IT Department of ALTEX is entirely responsible for the
smooth and orderly operation of the EDP systems. The daily goal of the IT department is the optimum data management, provision of support and information to all its users worldwide,
suppressing lead times, providing invaluable management information, minimizing effort and avoiding delays at all levels.
IT supports tightly-knit collaboration among designers, store managers, market resources specialists, inventory control, production managers and technology production planners. A
sophisticated Purchasing Technology is implemented to support all primary activities.
All production, regardless of its origin, is received at the central logistics centres, from where it is distributed to all the stores or clients worldwide on a highly frequent and constant basis,
achieving minimum delivery and lead times.

15. Man of Few Words – Mr. J. K. Alexiou
“PROTECT YOURSELF from similarity!”
Interview

16. FUNKY BUDDHA IS ESCALATING
DIVERSITY
TELL ME SOMETHING
ABOUT THE BRAND
Everyone that works at ALTEX has
a desire to create amazing
customer and shopping
experiences. Being great at what
you do is the cost of Innovation.
Funky Buddha inspired its
collection from the indie and
urban pop-culture scene. The
style is lively and relaxed and
benchmarks resulted from
anything that affects the latest
trends.
Aiming to become the first brand
to introduce this style, Funky
Buddha is bold and inventive, not
afraid to stand out from the
crowd. The Brand offers modern,
high-quality products in a mixture
of colors and styles, giving
consumers very wide choices to
create their personal look.
WHAT INSPIRES YOU
AND YOUR TEAM
Funky Buddha offers a complete
wardrobe ideal for a public that is
up to date and creative in its styling.
The collection is being designed in-
house and is driven by the latest
trends and highlights colorful
articles such as printed t-shirts,
casual shirts, shorts with flashy
colors, washes and prints.
Funky Buddha is a fashion brand
creating great garments for men
and women.
At Funky Buddha we are obsessed
with street culture, music, art,
fashion, travelling, clothes and of
course feeling and looking cool.
Our Passion for fashion is our
strongest weakness!
WHAT DO YOU CONSIDER YOUR
STRENGTH & WEAKNESSES
Sometimes when you innovate,
you make mistakes. It is best to
admit them quickly, and get on
with improving your other
innovations …
WHAT DO YOU CONSIDER
A LIFE LESSON IN FASHION?

17. Awards
• Funky Buddha is proud to be awarded the European Business Award 2014/15 as a
National Champion.
• In 2016, Funky Buddha was awarded the Franchise Award 16 in recognition of its
CONCEPT REDESIGN.
• Nominee at the RETAIL BUSINESS AWARDS 2016
• We promise to keep on striving for excellence and we will continue our successful
path towards a future open to winners!
• Most of all, we would like to thank our loyal customers and our business partners to
whom we dedicate this special awards.

18. Two Brands Endless Success
Portfolio
“The only
real elegance
is in the Mind;
If you’ve got that,
the rest really
comes from it”

19. Every season Funky Buddha creates a wardrobe brimming with ideas, in
tune with the latest trends and inspired by its core values. Its products are
of high quality, rich in detail, uplifting in attitude but also highly
affordable.
It has created a hype in outerwear such as Polo’s, jersey’s, shorts, fleece,
jackets and pulls and recently it has launched its denim series fully tuned
with the overall Funky look.
Conceded for the “Young”, dynamic individual, it targets men and woman
who care about details and quality at competitive prices, who love vintage
and always want to look and feel good while remaining themselves.

20. 4Per Year
53%
47%
Men’s Fashion
Women’s Fashion
Collections
More than
700SKU’S Per Year

21. High Quality
Low Quality
High Price
Low Price
Tommy Hillfiger DENIM
Pull&Bear
Zara
Perceptual Map
Hollister
A&F
SuperDry
Scotch & Soda
H&M
Aeropostale
Jack & Jones
Pepe Jeans
Tom Tailor
American Eagle
Topshop

22. “Altex is committed to be a successful
fashion Retailer, developing a global
network of Funky Buddha Stores.”
The Concept

23. Inspiring
Retail Space

24. For more than a decade our talented
team has brought our brands and our
consumers together through innovative
and inspiring retail store presentations.
Because at its heart, great concepts are
delivered by great people.
Stylish

25. Building A Better Concept
Interior
Design

26. Delivering a cool and
striking shopping
experience to our loyal
consumers, we tried to
look into every detail
that enhances the
personalized shopping
experience and the
warm atmosphere of
our stores, combining
the latest trends with
elements of our daily
contemporary life
keeping at the same
time the functionality
as a pillow of our store
concept.
Modern,Urban
yet Functional

27. INTERIOR DESIGN
The company’s target is to promote in the
best possible way the contemporary style
of the brand, to ensure its high image and
to transmit its corporate identity to the
customer.
Important ‘vehicles’ of communication
between the brand and the end customer
are the extensive network and the strategic
placement of the shops, the impressive
shop windows, the unique architecture and
design of the premises and the professional
merchandising combined with a well
thought-out VM.
Every store that bears the company’s TMs
meets all necessary technical specifications
directly linked to the strategic choice of the
right location, the correct size, the
exposure, the neighborhood and other
critical factors, part of Funky Buddha Site
Evaluation System.
The company places great emphasis on the
architecture, the materials that are used,
the correct lighting and the decoration of
the shops in order to ensure that all Funky
Buddha stores express the same
contemporary character, the attitude and
the culture of the brand.
Particular emphasis is also put on the shop
windows that are directly associated with
the philosophy of Funky Buddha and are
intended to promote both the image and
the single corporate identity of the Brand.
ALTEX believes in and invests on the
creation of a unique shopping experience
for customers in a fresh, contemporary,
modern and friendly environment.
Our teams of window dressers,
merchandisers, VM specialists and Retail
supervisors guarantee that all of our stores
enjoy the same warm and friendly
atmosphere, offer the highest level of
customer service and are managed in the
same professional way, while at the same
time incorporating the highest level of
sophisticated visual technology.

28. Special designed furniture, fixtures and equipment in combination with special decorative items give a
unique character to the shop concept, distinguishing it from any other brand and giving it its exclusive
look and feel – the Funky Buddha style.
Mix & Match elements, both decorative as well as functional, supplement the shop concept which is
coded in a structured store construction manual, used globally for all our new stores.
Equipment

29. Shop in Shops …
Corners …
Department Stores
“Supporting different Distribution Channels was
always part of our development strategy.
Starting from the needs and demands of each
market, we design a dedicated concept to
meet these needs.
We internationally develop in parallel the
Retail, Wholesale, S-i-S and e-commerce
channels, being a true global OMNI CHANNEL
Retailer!

30. Shop Fronts that clearly
deliver the Brand Message
Dimension

31. Every Store radiates brand
clarity of Purpose,
brand Spirit, honesty,
and innovation.

32. The planning of each Funky Buddha store is part of
our concept design, personalized for each shop and
designed into every detail.
Each store has its own character radiating the
exclusive Funky Buddha philosophy.
Our team implements the latest trends of retailing in
combination with new materials, colors and props to
achieve the desired fashionable and unique
atmosphere of each new Funky Buddha store to be
opened.
Our core belief is that people thrive when they’re
empowered to fulfil their potential.
By fostering creative development across the whole
of our business we have managed to involve a team
of high-performing, talented individuals, driven by
passion and a desire to build industry-leading stores
for our partners.
In addition to this, we cooperate with the leading,
award winning architectural concept designers to
deliver outstanding results – always on time and on
budget!
Architecture

37. Marketing

38. ideas
fashion
concept
mood
trends
colors
style
The Ideas
material
places
art
creative

39. ⚡ Marketing
The communication strategy of the company is one of the key drivers of success leading to the high recognition of
the brand.
Through an elaborated off line & online marketing, PR and communication plan, Funky Buddha is currently
recognized as one of the leading fashion companies in Greece and a rising star on the European Market, holding
always a privileged position in the media.
TV, cinema, press, outdoor advertising, digital advertising, sponsorships and various public relations programs are
selected with criteria associated with the target group, the position and the sustainable development of the
company.
Furthermore, various below the line activities are held, aiming to increase the traffic, the sales and the customers’
loyalty.
All media are selected according to criteria that are entirely consistent with the profile and the philosophy of Funky
Buddha, so as to always ensure the successful and accurate communication of the message that characterizes each
campaign of the company.

40. ⚡ Marketing / Visual Communication
The choice of partners is a key issue for the company, and for this reason we cooperate
with the most distinguished marketing specialists and fashion media in the field.
Famous fashion photographers are always behind the camera to capture the fashion
trends presented by top models.
The final touch in the impeccable image of all the our marketing campaign is completed
by notable partners who are responsible for the art direction, styling, make up and hair
style and who embrace the philosophy of the company.
Implementation:
Lookbooks – Fashion catalogues – Press
Web presence – Digital Marketing – Social Media & Online campaigns
Promotional Tools – Visuals

41. ⚡ Marketing/Sponsorships, PR events

42. ⚡ Marketing/Booths

43. ⚡ Marketing Tools
Packaging
Packaging effectively communicates the
brand identity and solidarity.
The brand symbols are clearly depicted
on all packing prints and accessories.
The illustrations aim at making the
packaging units desirable by the
consumer to be kept for other uses and
not be thrown away.

44. Basic KPI’s
“I think there is beauty in
everything. What ‘normal’ people
would perceive as ugly, I can usually
see something of beauty in it.”
Coco Channel

45. 2003 Start-up with a significant
success
2005Rapid development of the
Brand
2010 Preparation of new brands and
systematic wholesale development
Funky Buddha]
2013Development of different shop
concepts – SIS - Corners
2014 Global Development & Retail
Experience
2015Becoming a Global Retailer
The Turnover
2016 Focus on Global Expansion

46. ⚡ Yearly Analysis
0
2
4
6
8
10
12
14
16
18
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
INTHOUSAND€
TYPICAL MONTHLY SALES DISTRIBUTION
Typical Sales Distribution of a
FUNKY BUDDHA Store over a fiscal
year.
Average Data used from all Funky
Buddha Stores across the Retail
Network.
Year 2015
6.142€
AVG Net Sales per m2

47. PricePositioning The prices that have been set for our collection reflect the excellent quality, the
innovative design and the extensive treatment of the items.
Although the pricing of the Funky Buddha products may vary from one country to
another, due to transport, customs and other local expenditures, the following list
represents an average retail price (in €) for every item group for a given European
country.
In general, the target pricing is to remain within the medium to lower level of any
market’s pricing of similar products with a gradual shift to become even more
attractive than the “value for money” positioning with extremely competitive entry
level pricing.
PRODUCT CATEGORIES & PRICE POINTS
SPRING - SUMMER COLLECTION WP (€) RRP (€)
Polo Shirts 8-13 24-39
T-shirts, jerseys 5-9 15-29
Jackets 18-25 59-79
Cargo shorts 12-18 35-49
Shirts 12-18 26-49
Pants 15-22 59-79
Footwear 13,2-15 9,9-40
AUTUMN - WINTER COLLECTION WP (€) RRP (€)
Jackets 25-55 69-159
T-shirts, jerseys 7-9 19-29
Sweatshirts 13-20 39-59
Pants 15-25 45-75
Shirts 15-20 45-65
Knitwear 10-25 35-75
Jeanswear 20-25 59-79
Footwear 12,5-53,50 29,90-130
Polo Shirts
10%
T-shirts, jerseys
25%
Jackets
3%
SHORTS
25%
Shirts
15%
Pants
15%
Footwear
7%
SPRING - SUMMER
COLLECTION
ProductMix
Jackets
10%
T-shirts, jerseys
15%
Sweatshirts
13%
Pants
14%
Shirts
13%
Knitwear
10%
Jeanswear
18%
Footwear
7%
AUTUMN - WINTER
COLLECTION

48. 49% 18.7% 91%
19.3%
SALES UP!
2015 vs 2016
WORLDWIDE PROFIT Customer Satisfaction
Overall Conversion Rate
The Numbers

49. ⚡ CUSTOMER DEMOGRAPHICS
41% Men
59% WomenAvg UPT
1,67
Men
Women
38,95€
Avg Basket
(VPT)
They like to travel, to meet new
cultures and people.
They follow the fashion trends but
always adapt them to their unique
style.
They like to try new things and feel
comfortable about themselves.
They know how to dress according to
each occasion – place - season.
They seek and enjoy quality in their
clothing and don’t compromise…
Men
WomenBuying Frequency
p. season
2,92
Being loyal customers, they know that
they will find the right products at the
right price.
As their budget gets smaller, they take
great care on what to spend they
money.
They do not like to buy clothes, that
are more expensive than the quality
and style offered.
Funky Buddha is a lifestyle they can
afford.

50. “Worldwide Development
through all distribution
channels.”
Our Network

51. Points of Sale Worldwide
Points of Sales across all Sales Channels
(OMNI channel development)
European Origin with an international flair
In the Pipeline
All Sales Channels under one roof
Multi-brand Portfolio Orientation leads to
flexible store configurations allowing for
maximum profitability and adaptation to local
market conditions.
Around The World Information
Funky Buddha is aiming to expand worldwide
with a network of concept stores as well as
enhancing the network of local Agents &
Distributers.
The company leverages on the power of
Franchising granting country licenses (Master
Franchise Rights) as well as Area Development
Rights.
2
30
3
2
2
222
STORE NETWORK 2016

52. Whether you have specific needs or just want to say hello, feel free to
send us a message or give us a call.
OFFICE
+30 2106615803-4
ADDRESS
40 Grigoriou Lampraki Str.,
14342, Nea Filadelfia, Athens,
Greece
Send your inquires, advices and suggestion to: info@altex.gr
Facebook.com/funkybuddha
Twitter.com/@funkybuddha
2
Instagram/funkybuddha_
Contact