ABOUT
STIM
1977
First shoe shop
In Pieve di Soligo, in the heart of the Prosecco hills, Angela and Ottavio Casagrande opened their first shoe shop. In the following years, their sons Roni in 1984 and Denis in 1994 joined the company, inaugurating the second phase of territorial expansion.
1994
First clothing store
Also in Pieve di Soligo, the first store entirely dedicated to clothing opens. Born from the request of the majority of footwear customers who wanted an outfit completion, which was at the same level as the shoe offer. Success is not long in coming: the synergy with the footwear store proves to be a winning one and quickly pushes the expansion of the offer to include accessories.
2007
The new evolutionary phase
Over time, Roni and Denis focus their entrepreneurial idea, which evolves towards an anticipatory vision of future retail trends. They identify the theme of creative reuse not as a simple seasonal trend, but as a strategic choice projected into an international perspective. In fact, during their travels they collect ideas, observe new exhibition, experiential and value models that revolve around the concept of creative and adaptive reuse.
It is in this context that the meeting with Antonio Mastrorocco takes place, in parallel with the acquisition of a large commercial space of 1,000 square meters in Conegliano. Roni and Denis experiment with an innovative format, which makes the upcycling of vintage industrial furniture and adaptive reuse not only an aesthetic trait, but a real identity pillar for all future stores.
For the inauguration, a teaser communication campaign was created: in the window, mannequins on a psychoanalyst's couch were presented, accompanied by the claim: Shopping Therapy. Shopping as therapy, as a positive and regenerating activity, this is therefore the underlying message, ironic and casual, that we want to convey.
The communication hits the mark and attracts great curiosity among industry insiders. This ironic and theatrical style will become the distinctive feature of the shop windows, transformed into real visual performances.
2009
Opening of the Porcia store
At the gates of Pordenone, in Porcia, a 500 m2 store opens, entirely dedicated to the world of footwear and accessories. Although it is the smallest of the chain, this store contains all the distinctive elements of retail design that now represent the true stylistic signature of the company.
2010
opening of the store in san vendemiano
Evolving the strategic vision, the Casagrande brothers asked Antonio Mastrorocco to upgrade the concept design.
On the occasion of the acquisition of a 1,000 m2 space in San Vendemiano, Mastrorocco intervenes not only on the interior design, but also on the architecture, designing a concrete shell with a decisive and contemporary style. The artfully designed lighting is entirely focused on the product, creating a scenographic effect that enhances every detail.
In the new commercial space all the exhibition displays are made with the practice of creative upcycling. The customer experience takes place in a unique place: a real stage, capable of involving the senses and the imagination.
2013
rebranding
The company decides to undertake a major rebranding operation, accompanied by the creation of a new logo in line with contemporary graphic design trends. Thus was born Stimm, an acronym for Shopping Therapy in My Mind . The rebranding has as its main objective the construction of an institutional image capable of transmitting, in every communicative context, an immediate message of positivity, optimism and inner well-being.
This new positioning has a double strategic value: on the one hand, to give a new face to a dynamic and innovative company; on the other, to consolidate the identity characteristics and occupy a prominent position in multi-brand retail.
2014
Private label
Within an already wide and articulated assortment, the need to integrate product categories often absent in the collections of the distributed brands emerges. Thanks to an accurate analysis of market trends and needs, the company chooses to create a line under its own brand.
A step that occurs naturally and fits perfectly into STIMM's expansion path.
2015
Shop online
The launch of the online shop marks the beginning of a new chapter in the growth of the brand. The project is entirely implemented in-house: a business unit dedicated to the online channel is set up that takes care of every operational aspect, from product photography to descriptions,
from the production of editorial content to logistics, up to customer service.
Following a well-defined strategic vision, the company makes a countercurrent but far-sighted choice: to postpone the launch of the e-commerce site by a few years to carefully and methodically build up all the skills needed to internalize operations. A clear and coherent strategy, oriented towards cohesion and full control of the operational chain.
To date, the site offers a very large catalog of approximately 32,000 online products distributed between footwear, clothing and accessories and 347 men's and women's brands.
2020
opening of the belluno store
Stimm inaugurates, in the majestic and historic setting of Palazzo Navasa-Colle, located in the heart of the city and for over 50 years the headquarters of the Bank of Italy, an advanced experiment in retail concept. Today, those same spaces — about 1,500 square meters distributed on three levels — host the STIMM concept store, which blends the charm of history with a contemporary retail aspect.
On the ground floor, which overlooks the Bellunesi's living room square, are located the women's and men's fashion clothing collections, in the spaces of the former Caveau are the brands of the Urban Street segment, finally in the monumental Hall on the first floor is exhibited a wide selection of the best brands of footwear and accessories.
STIMM TODAY
• Roni and Denis Casagrande Owners
• 68 employees
• 7 stores for over 7,000 m2 of sales space
• 1 online store
• Over 16,500 followers on Instagram
• 300 suppliers
• 1 private label
• 160,000 registered users