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~ ESW ~

PAUL & SHARK:

“E-COMMERCE HAS

BECOME CRITICAL

IN ORDER TO

CONNECT WITH WINNER

CATEGORY
OUR GLOBAL LOCALISATION & PAYMENTS

2021
CUSTOMERS” POWERED BY

Text: Sanne Leenders // Photos: Paul & Shark

“Paul & Shark’s e-commerce project began operating in October 2019 and expanded to 108
countries in less than a year after that. With just two years of operations, the project could
still be considered in its childhood. And, while the platform has already proved itself to be
an indispensable way of connecting to our global customer base during the COVID-19
pandemic, I feel there is still a lot to be done,” says Giuseppe Miriello, E-Commerce &
CRM Director at Paul & Shark. Paul & Shark is a luxury Italian clothing brand founded
in 1975 by Paolo Dini, son of mill owner Gian Ludovico Dini. It has 280 stores worldwide
and is headquartered in Varese. Giuseppe Miriello tells us more about the cross-border
e-commerce journey and talks about some interesting other topics within the field of cross-

border online selling.
ould you tell us something about yourself and What distinguishes your brand or concept from
your company? others?
C“I joined Paul & Shark in April 2019 with the task “There are several things I enjoy about our products: from
of creating the whole D2C digital ecosystem from scratch the high quality of the yarns to the warm, bright colours of
and immediately fell in love with the brand and its products. our garments, their fashion and, of course, the fact they are
Growing up in a small port town on the coast of the Ionian all sustainable items. I like wearing something different from
Sea, I immediately felt that the special connection Paul & Paul & Shark every day: be it a waterproof jacket, a sweater,
Shark has with the water strongly resonated with me. I also or a pair of sneakers. Truth to be told, I am not alone: at the
felt the company’s unwavering commitment to sustainability office, most of the team does the same, and we have a great
as deeply motivating in bringing the whole team together, number of loyal customers as well.”
driving us to push our boundaries, and reaching out to far-
flung customers.”

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