WORK PRESENTED TO THE TEACHER BERT VALENCIA
IN I MODULATE OF GLOBALIZATION AND COMPETITIVENESS
SPECIALIZATION OF INTERNATIONAL BUSINESSES
DIVISION OF ADMINISTRATIVE SCIENCES
BARRANQUILLA, FEBRUARY 12 DE 2007
The origin of Leonisa occurs the 20 of November of 1956, when in the city of Armenia (Colombia), the Urrea brothers - Marco Aurelio,Joaquin, Luís Enrique and Julio founded the company. In Colombia, for that then, any company dedicated to the production of feminine underwears did not exist and the Urrea brothers saw in a this opportunity of business. Of Armenia they were transferred to Medellín where they mounted a factory, they obtained a sewing machine, a flat machine and began to import fabrics and insumos. In 1972, two of theUrrea brothers - Luis and Marcos -, by differences that they had with his other brothers retired of this familiar society to create Lumar Preparations.
In the new society, in that only they were left two brothers, one of the factors who favored more the development of Leonisa was the combination of two people of different profile; by a side Joaquin Urrea one dedicated to the industrial organizationof the company and the modernization of the manufacturing plants; and by the other, Julio Ernesto Urrea focused in the commercial and enterprise aspect of the rising company. As they were growing and the company was gaining presence in the national and international market, the managers decided to depersonalize the administrative handling of the company by means of the appointment of third likegeneral manager.
Leonisa arose when still the country was in the enthusiasm of the substitution of imports. It could remain there, nevertheless anticipated 50 years to the globalization.
The 50 years of Leonisa have been of visionary work for the globalization. It was necessary to cause the phenomenon of substitution of imports because the raw materials lost markets, the productsuppliers with added value entered the wars, his devastated economies. It was not easy to make industrial facilities to this distance of the ocean. And inconceivable, still more, it was to think about the export markets.
Leonisa is still born in the mental height of the substitution of imports and from that moment it develops a great global vision. Its exporting vocation also is 50 years old.Leonisa is the mark of underwears and suits of Colombian bath that yes assures to know the woman. Then from year 1956 it has created innovating solutions to fortify and to disclose the intimate beauty of the woman, being established a deep relation between the feminine underwears and the soul of the Latin women.
In order to obtain it, they are had bold to let of side the convencionalidades ofthe market to approach truely the woman and her more intimate expressions: its attitudes, identity, sensitivity and pride.
With this innovating vision, Leonisa has harvested profits in the areas of the design, the innovation and the quality. It has taken to everybody passion, enthusiasm and vibration of the Latin women.
In this eagerness, it has participated in year, after year, in fairs anddiverse events of the world of the fashion like the SIL (Hall International de Lingerie in Paris); el Lyon, Mode City; Colombiamoda y Plataforma K.
Nowadays it offers a product catalogue directed to the Romantic, Natural woman, bold and elegant. In addition to the lines Teen for adolescents and Tiny for children. At the moment it celebrates its 50 years with important promotions that can beconsulted in their site in Internet.
We constructed to relations of value and innovating solutions.
We created intimate beauty for the Latin woman.
• Let us create in a Superior Being; in the respect to all the expressions of life, and in the person governed by values, it jeopardize with its permanent evolution.
• Let us think...