The first ever Prénatal store opened in Milan in 1963. This pilot store, with its easily recognisable green insigna, has been joined by many other over the last 40 years.

Nowadays, Prénatal directly operates over 400 stores in 8 countries, resulting in a turnover of over 400 million of Euro.

In 2006 Prénatal launched its International Franchising Project aiming to develop its commercial formula on a worldwide scale in the countries where Prénatal does not operate shops directly: Italy, Spain, Holland, Portugal, Greece, Mexico, Russian Federation and Cyprus.

This formula has been consolidated over time by a long and rich experience of success in the retail field thanks to our daily relationship with worldwide clientele.

Prénatal has over 40 years of successful commercial experience in mono brand stores, both at a national and international level.

The franchising formula is an agreement which confirms the longstanding commitment between Prénatal and its partners.

Prénatal grants the rights to use the brand, insigna, store furniture and the tools of “corporate identity” and, at the same time, offers a range of services for outlet management leading to a stable and profitable relationship between the Franchisee and the Company.

The sharing of these tools throughout the entire process allows for a consistent development of the Prénatal image internationally, creating positive consequences both for the brand name and the whole chain.

Outlet location: main locations should be in the city centre, shopping centres, main thoroughfares or high class shopping areas.

Goods on offer at the Prénatal store: complete range of goods for mothers-to-be and children up to 11-years-old.
-  Maternity area (clothes and underwear)
-  Newborn area (technical and fashion wear)
-  Children’s area (clothes up to 11-years-old)
-  Baby equipment (pushchairs, prams, travel systems, cots, cot linen, highchairs, hygiene products, breastfeeding products, safety products. etc.)

Minimum store surface:
Shopping centres         180/200 sq. m
City centre etc,             250/300 sq. m

Duration of contract:
6 years (renewable 12 months before contract expires)

Prénatal International Marketing focuses on brand name image and the company’s philosophy of offering qualified service and innovation. The International Marketing strategy is planned and developed at the general headquarter in Italy with the aim of increasing brand awareness, sustaining sales, gaining new customers and building up a solid relationship based on trust with them.

International Marketing develops advertising campaigns, public relations, press releases, marketing materials such as fashion and technical catalogues, web activities and in-store displays.
In addition, Prénatal International Marketing provides informative material (catalogues, advertisements, display stands) on request at a local level.

The Visual Merchandising
The Visual Merchandising Department is responsible for exhibition guidelines and criteria. About every 15 days, the Visual Merchandising Department provides models of shop window displays as well as proposals for internal store layout according to defined criteria. The department is also responsible for training staff in window dressing techniques and internal store display.

- The exclusive right to open and operate a Prénatal store in the designated territory with the use of an internationally recognised brand, store insigna, logos and provision of Prénatal know-how.

- Planning of the outlet furnishing. Projects, plans and estimates are made and supervised by architects and expert Prénatal staff, who will co-ordinate furnishing supplies and are able to oversee store fitting out until its completion.

- A comprehensive range of goods are offered in 8 countries through a network of over 400 stores.

- Ongoing specific training for store managers, assistance with the management of the outlet and defining orders.

- Visual merchandising: specific training regarding the outlet and guidelines about seasonal visual merchandising are provided via internet.

- The resources necessary to successfully set up and develop the retail store.

- An approved plan to open and develop stores in the designated territory.

- Availability of suitable premises for the enterprise in appropriate places, approved by Prénatal.

- The ability and experience necessary to run a retail store business.

- Confirmed experience of the local retail sales conditions.

- Initial investment for the setting up of the outlet according to the specific Prénatal concept for the store.

- Motivated and well-trained store manager and personnel.

- Seasonal store orders defined according to local conditions and the size of the premises, including the full range of product.

- Commitment to actively supporting the promotion of the Prénatal brand in the country.