Bianco was founded by René Piper Laursen in 1987 with a vision of developing an international brand based on a profitable franchise concept. Bianco offers fashion-forward footwear with sublime international standards and at an affordable price to a wider audience of women and men. Bianco is represented in more than 100 retail stores (a mix between own stores and franchise) and wholesalers in Scandinavia.
Bianco sees the light of day.
Bianco launches a carefully planned design and import program for shoes. At the same time, Bianco registers its new brand names, Bianco Man and Bianco Footwear (which replaces the Danish name "Bianco Sko").
The positioning of the brand name begins and all efforts are directed at refining the concept.
The Bianco University, Bianco's own training department, is established. A year later the first courses at the University are held.
Bianco is becoming a countrywide chain and the first national advertising campaign is conducted. The advertising campaign differs markedly from the usual campaigns organized by the industry and is termed a real success. The campaign "In his (or her) shoes" is nominated for an Epica Award.
The Bianco chain celebrates its 10th anniversary. The chain's two labels became established brand names. The concept has been refined and it is full steam ahead! Bianco International A/S is established to create synergy across international borders and efforts to export the concept begin. The first shop outside Denmark opens in March 1997 at the Centre of Oslo rapidly followed by others.
Bianco continues to provoke through its marketing campaigns and is rewarded yet again, this time with a nomination at the "New York Festivals". This is followed soon after by yet another nomination. This time, the panel of judges at "Detailbladet" nominates Bianco as "Retailer of the year 1998" in Denmark. As a result of the group's rapid growth, the main office in Kolding became too small and Bianco moved to a new headquarter in Kolding.
Bianco starts 1999 in a blaze of glory as the chain is named "Business of the Year" in Kolding in February. The price is awarded to a company whose outstanding initiative and drive has acted as an inspiration to others. The chain's rate of growth tops 40% for the third year running. There are now 43 Bianco shops in Denmark and 21 in Norway. The first shops open in Poland - 1 in Lodz and 2 in Warsaw. Sweden enters the fray starting with a shop in Malmö rapidly followed by another in Gothenburg.
Bianco continues to make a name for itself with its unusual and provocative marketing campaigns. This culminates in what is perhaps the most sensational, talked about and extensively discussed advertising campaign in the industry "We recommend a pair of really really beautiful shoes". The campaign is rewarded with a 'Silver Lion' at Cannes.