Talking heads: Luke Longo

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With men's shoe brand Aquila celebrating a half a century this year, operations manager Luke Longo seems confident that life begins at 50. Ragtrader caught up with him to find out why. Interview by Belinda Smart

When was Aquila founded and how has it changed since foundation?
Aquila was founded in 1958 and since then has changed dramatically. Originally, Aquila manufactured its product and wholesaled to the major department stores and footwear retailers across Australia and New Zealand. In 1974, Aquila opened its first retail outlet at 98 Bourke Street, Melbourne, and has continued to expand its retail operations throughout Australia and New Zealand. However like so many other manufacturers in the industry, Aquila was forced to close its factory in 2004 and has since established strong partnerships with top factories around the globe from where we develop our product.

How many outlets does Aquila operate across Australia and is there room for expansion?
Aquila operates 23 outlets across Australia, with representation in Victoria, New South Wales, South Australia, Queensland and the ACT. We are looking for a possible store in Western Australia and hope to open in Tasmania later this year. We also operate three licensed stores in New Zealand. We are looking to expand nationally and take the number of stores to approximately 40. We may even look towards South East Asia in the near future.

How long have you been in this position at Aquila?
I've been involved in product development for the past five years, travelling overseas and dealing with manufacturers from all over the world. The retail operations side of the business has been a longer involvement. My predecessor was my father Mario, as Aquila is a family run business. 

What are Aquila's biggest current challenges and how will you deal with them?
Staying abreast of the competition is always our main priority. We have seen increases in competition recently, not only from footwear retailers but also from menswear retailers selling shoes. We must ensure our product is of the highest quality and our customer service is better than the next retailer. We'll continue to offer the consumer a wider choice of styles than any other retailer and aim to be the first thought whenever the consumer thinks of men's shoes.

How do you see the retail scene overall developing in the next three to five years?
I think retail will continue its strong growth. Shopping centres are continuing to expand and new centres are being built. This will lead to further competition across the retail industry as shopping centres and landlords look to fill these spaces. There are more and more retailers entering the market and expanding their operations, especially with the help of a strong Australian dollar.

How do you see Aquila developing over that three to five year period?
We will also look to expand our retail operations and take up positions in some of the new centres. We believe we must be at the forefront of new retail precincts and be represented in all the major shopping areas. For any business to survive, it must continue to grow.

How important are human resources and staff training to the success of the Aquila brand?
Just as important as the product. Our staff are an extension of the Aquila brand and it is imperative that they are trained well. We spend a great deal of time training our staff in not only how the product is manufactured and the various components used, but also on the inspiration behind the styling of our product. We also believe that our staff should offer excellence in customer service. The overall shopping experience is extremely important to Aquila and we ensure our customers enjoy every minute of their Aquila experience.

What's the best thing about working for Aquila?
The overseas travel is something I always look forward to, while developing new products and following the latest European trends is great. It can be challenging at times but then that's part of what makes it so rewarding, especially when you see the product selling well when it hits the stores. I also really enjoy the energy of retail; there is always something happening, whether it be a new store opening or developing strategies for the future direction of the company.

In your view, what sets Aquila apart from its competitors as a company and a retailer?
Having a strong brand is what sets most companies apart from their competitors, be it in retail or any other industry. Everyone wants to be associated with a strong brand, whether they are a consumer who aspires to wear the product or a shopping centre that knows a brand's strength will attract shoppers.

By Belinda Smart

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