“LA CASA”: THE NAME OF THE PRELIOS GROUP’S NETWORK IN FRANCHISING

The Prelios Group announces the official start of the renamingprocess for its franchising network, Pirelli RE Agency, which will gradually be known by the newbrand name La Casa Agency. The first, prestigious affiliated agency will opened on 23September at Porto Santo Stefano, in the Argentario area of Tuscany.

“I think the inauguration of the first La Casa agency represents more than just a change ofname,” Paolo Bottelli, the Prelios CEO, declared. “In the last few months we have work veryhard and, together with the team which will head the network, we are ensuring companycontinuity, at the same time laying the foundations for a project which is solid, high level and,above all, financially sustainable for both Prelios and the affiliated agencies, which is a crucialfactor in the present market context.”

“La Casa” counts on certain key factors such as highly professional and qualified affiliates, astreamlined and flexible organisation, with well organised central functions and the capacity toprovide consultancy services and training to local branches, as well as a cost-effective approachthanks to the use of digital technologies, social networks and the more innovation forms of viralcommunication.

Running the project has been entrusted to a qualified management team with deep experiencein the real estate franchising sector, led by Angelo Ciacci.

It should be remembered that, as part of the separation operation from Pirelli & C. and theconsequent renaming of Pirelli RE to Prelios, the affiliated agencies were granted the right tocontinue to use the Pirelli RE Agency trademark until 31 December 2012, in order to allow for aneffective and gradual rebranding strategy.

Today, about 260 affiliated agencies will be able to switch to the new brand within the scheduledterm. The “La Casa” project is also open to third party entrepreneurs who identify themselveswith the network’s founding values and its distinctive and qualitative positioning.