The Business Journey

"Imagination is more important than knowledge." Quote by Albert Einstein

Federico’s business journey started back in 1997, where he co-founded “Cristina Re Designs”, with his sister and business partner. In 2004 a second brand “Paper Station” was launched, originally developed for the retail giant Officeworks. He built the two brands into successful and profitable designer stationery and giftware icons, by capturing significant business opportunities within the Australian and overseas retail markets. Competitive, and driven by ideas, he turned creativity and stationery into a world ranking brand.

Growth:

In the volatile and competitive retail market, Federico’s story is inspirational, one where an enduring passion has blossomed into an entrepreneurial adventure.  After discovering the lack of creative designer stationery products amongst the retail market, and in less than 10 years, the Cristina Re label catapulted into big dollar territory. His business achieved the unthinkable by delivering and sustaining revenue growth of more than 50% over 10 consecutive years, reaching retail sales of more than $10M per year, across 1000 retail stores.

Federico’s inspiration was fuelled by well known business entrepreneurs like Richard Brandson (Virgin), and Ray Crock (McDonalds). Motivated also by other like-minded business professionals, including David Koch (Kochie’s Business Builders), Amanda Briskin (Mimco), Natalie Bloom (Bloom Cosmetics) and Janine Allis (Boost Juice), Federico’s paper concept boomed and dominated it chosen niche of DIY stationery. Major retailers included Myer, Borders, Officeworks, Lincraft, Dymocks, Nextra, NewsXpress, Office National, Eckersley’s, Whitcoull’s, Paper Plus, Warehouse Stationery, and WH Smith. 

His role:

As Managing Director, Federico used his business acumen and personal skills to create and foster key relationships and networks amongst the retail and manufacturing sectors. His extensive experience in all channels of business enabled him to employ, train and manage a team of 25 full-time business professionals. He was able to motivate and lead people to achieve outstanding results, led by his coaching and mentoring skills. This is reflected in the position Cristina Re Designs holds in the retail market, and the loyal and passionate team that work for the business today.

Federico is a logical and planned thinker, but also a creative individual with an eye for unique product concepts and ideas. His role extended into product and brand development and general marketing of product. He has attended several gift trade fairs, including the “Birmingham Gift Fair”, the “Frankfurt Paperworld Fair”, the “HIA Fair” in the US, and “Reed Exhibitions” in Australia. These were the source of his new ideas and inspiration, which enabled him to develop commercially viable products.

With a back-ground also in engineering and photography, Federico’s combined technical and creative skills were demonstrated through his innovative acrylic point-of-sale display systems, which he pioneered and extensively developed. These were recognised and praised amongst more than 500 retail stores nationally and internationally. They consisted of more than 300 product lines and were supported with digital media and illuminated visual signage. Displays as large as 10 square metres, would yield retail sales of up to $100k per year per store. Today, this display system is now a standard in retail, adopted by many other competitor brands throughout the market-place.

A new beginning:

After a triumphant journey with Cristina Re Designs and Paper Station, and 10 years of leadership, passion, and dedication, Federico’s share of business was sold as a planned succession to enable him to pursue new business ventures. In mid 2007, he began the process of creating and developing a business focused on providing one-on-one business development solutions to a select number of clients within the wholesale, retail, and manufacturing sectors.
Federico’s extensive experience enables him to quickly identify business opportunities within the market-place for the client, as well as the critical and limiting factors that restrict the business from growing and achieving its full potential.

Welcome to Creative Entrepreneur!