In 1980 the Benetton Group reached the U.S. market, opening a store in New York. Two years later a store was opened in Tokyo. Expansion also took place in Middle Eastern Europe and the Soviet Union. By 2005 it had locations in 120 countries with a phenomenal total of 5,000 stores. With over 50 years of experience the company clearly has quite a knack for establishing new successful stores in different regions. Its franchisees are supported in every way possible to ensure long term success and satisfying profitability. In 2017 Benetton launched a new franchising system called Franchising 2.0, using its years of experience to create a strategy that would result in even better franchises. It also brought in a new store concept called ‘On Canvas.’ Franchise stores now need to feature this new look where the customer is made to have a shopping experience like no other.
| Year established | 1965 |
| Year franchise established | 1983 |
| Number of units worldwide | 5,000 |
Corporate Responsibility
Charities, sponsorship
The Women Empowerment Program that Benetton launched aims to support women worldwide with a long-term initiative that prioritises their well-being. It focuses on helping women find access to safe employment. It fights for equal opportunities for both men and women. It works so that women can get access to more education. It raises funds to make affordable health care available to all women. It also has made a goal to eliminate violence against women in both public and private sectors by 2030.
The Unhate Foundation was launched in 2011 with a worldwide communication campaign. The goal of the foundation is to fight the hatred in the world and eliminate non-acceptance of diversity. It launched two important initiatives in 2014. The first was called ‘I belong’ and was an initiative that collaborated with UNHCR to end statelessness by 2024. It also got involved with the ‘End Violence Against Women Now!’ campaign.
The Benetton Group stand behind solidarity and gets involved with charities and initiatives to strengthen communities and improve lives. Some of its campaigns to help communities include Africa Works, Food For Life and Volunteers in Colours.
The Benetton Foundation was founded in 1987 as a means of trying to safeguard and encourage interest in culture and heritage.
In 2012 the foundation launched Un-employee of the Year which aims to address youth unemployment and encourage more people to have confidence in young people.
Environment
The Benetton Group is renowned for its responsible practices and dedication to the environment. It participates in Greenpeace Detox Program which aims to eliminate all harmful chemicals in production by 2020. The group monitors its logistic system carefully so that it can determine what further ways it can reduce its CO2 emissions. Benetton pays attention to packaging and has already made a substantial difference in reducing its use of cardboard. It also only uses 100% recyclable and 100% biodegradable paper bags.