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Going forward as they look back . . . by Jack Lynes
They may be ‘The Old Fashioned Football Shirt Company' (TOFFS) but as the undisputed global leader in genuine retro football shirts, it would seem that the world is their oyster. Their attention to the smallest detail in reconstructing ‘the real thing' gives them the lead over the usual ‘look-a-like' and their constant ambition to be one step ahead is paying dividends.
Searching for an International Marketing Executive to work alongside Ben Fell, they have now welcomed Veronica Baldini to the team. She was originally from Milan and boasts fluency in French and Spanish in addition to her native Italian. Her cousin, Roberto Lorenzini played soccer for AC Milan in the eighties, surely another feather in her cap. TOFFS' move into Europe (they already have a worldwide Licence with Dutch masters Ajax and several English Premier League clubs, including Arsenal) now include French giants Paris St Germain, Lille and Nantes. In Italy, in partnership with the Italian fulfilment house, EPI, they have negotiated a three year Licence with Juventus. EPI tested the water with a modest initial order which proved an immediate sell out.
TOFFS believe that in some instances the UK market may be somewhat cluttered and prices present a problem whereas in Europe their product is fresh and appealing to a new audience of fans looking for and discovering in the garments ‘passion rather than fashion'. And isn't that exactly what the bona fide sports shop is offering on a daily basis? And isn't that, perhaps, at least part of the explanation of the recent announcement of closing stores?
