PIQUADRO
GROUP
European leadership in leather goods through SEO and AI
The project focused on Piquadro Group, an international company operating in the leather goods, design and accessories sector, with a presence in over 50 countries. The group includes three main brands:
- Piquadro, the group’s core brand
- The Bridge, a Tuscan brand known for handcrafted leather goods
- Lancel, a French brand focused on its domestic market
The main goal: strengthen brand positioning and establish leadership in the European leather goods market, with a group-level strategic approach.
European Leadership
Achieve leadership in the European leather goods market through a group-level strategic approach.
Brand Positioning
Strengthen the online positioning of Piquadro, The Bridge and Lancel across different markets.
Optimized Presence
Enhance online presence through integrated SEO and digital marketing strategies.
The strategy defined for Piquadro Group was structured across multiple levels, with the goal of optimizing the online presence of all three brands through an integrated and coordinated approach.
We started with an in-depth analysis of the competitive landscape and the potential market in each country where the group operates, identifying specific growth opportunities for each brand and target market.
This was followed by a comprehensive technical audit and targeted keyword research, along with a competitor analysis that allowed us to redefine priorities and uncover new organic positioning opportunities.
A key step was the revision of website architectures, including dedicated strategies for commercial events and seasonal campaigns to maximize visibility during peak demand periods.
We also supported the team in content production and in adopting AI to optimize the creation and distribution of editorial content.
Seed’s Approach
The winning insight was to take a group-level approach rather than treating the three brands as separate entities. This enabled the creation of strong strategic synergies between Piquadro, The Bridge and Lancel.
Specifically, for several high-value European keywords, we successfully ranked Piquadro and The Bridge in first and second position respectively, securing market leadership at a continental level and maximizing the Group’s overall visibility.
Double-digit year-over-year growth across all countries, with outstanding performance on strategic keywords and a consolidated leadership position at the European level.
VISIBILITY INDEX
+22%
Keyword Growth Piquadro+99%
Keyword Growth The Bridge+27%
Keyword Growth Lancel3
Synergized brand management
50+
Countries with an active digital presence
Top rankings
“Men’s backpack” · “Leather wallet”THE IMPACT OF SEED’S INSIGHT
The group-level strategy delivered results that go well beyond the sum of individual efforts. In Italy, Piquadro secured first-position rankings for a wide range of strategic keywords, including “men’s backpack” and “leather wallet.”
The Bridge doubled the number of keywords ranking on Google’s first page, reinforcing its presence in the Tuscan artisanal leather goods segment.
At a European level, Piquadro and The Bridge consistently rank in first and second position for several high-value keywords, strengthening the Group’s market leadership across the continent. This achievement also led to recognition at the Mediastars Awards, with Special Stars for Copy Strategy and Structural Design.
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THE GROWTH
YOU NEED
Free introductory meeting and initial analysis
“In the past, we worked with several agencies, both in Italy and internationally, and the results were not always up to expectations. From the very first meetings with Seed, we were impressed by their analytical approach and their commitment to building a mid- to long-term strategy grounded in data. Their work goes beyond internal metrics, taking into account market dynamics and competitor activity as well.”
MARCO PALMIERI
Founder & CEO
