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CASE STUDIES
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2025
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Quercetti
Vendora <> Quercetti, the historic giant of Italian toys: a turnaround from -20% to +26% YoY
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CLIENT
Quercetti
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TIMELINE
7 months
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SERVICES
Strategic Analysis
Efficient Catalog Management
Technical Management
Exceptional Brand Experience
Advertising
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OVERVIEW
Quercetti is one of the most iconic brands in Italian-made educational toys: a generational benchmark that, for over 70 years, has been designing toys that combine construction quality, safety, and educational value. With an extensive and recognizable catalog, ranging from creative lines to construction and logic systems, the brand has established a strong authority in traditional retail and boasts above-average category brand awareness.
However, despite the strength of the name and product, its digital potential remained partly untapped, particularly on Amazon. It is in this context that the collaboration with Vendora was born: to elevate the online presence from a 'mere standby' to a strategic lever, transforming it into a structured system focused on visibility, performance, and sustainable growth.
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SOLUTIONS
On Amazon, Quercetti had an extensive catalog (hundreds of references) and managed through the Vendor channel, but faced structural challenges that limited its competitiveness.
In particular, we identified significant inefficiencies in SEO and indexing: many product listings failed to capture market demand and did not provide the historic Turin-made toys with the visibility the brand deserved on the platform. Complicating the situation further was an increasingly crowded marketplace: on one side, the continuous entry of Chinese sellers and brands, capable of saturating the SERPs with price tactics and assortment volumes; on the other, the presence of established toy multinationals holding significant market shares, thereby raising the competitive bar even higher. Additionally, in terms of advertising, the investment was almost entirely absorbed by Brand Protection (budget allocation close to 100%), effectively leaving market keyword advertising positions, the more generic and high-volume queries, uncovered—areas critical for generating new demand and gaining market share.
This mix of factors contributed to a 20% decline in sell-out in 2024 compared to 2023, a scenario in which Vendora stepped in in 2025 with the objective of reversing the trend and rebuilding sustainable growth.
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SOLUTIONS
In 2025, we set a structural intervention on three fronts, aiming to transform Amazon from a 'defensive' channel into a lever for growth and profitability. On the advertising (ADV) front, we completely restructured the strategy, focusing the budget on EU4 and redesigning the budget allocation: shifting from an approach almost entirely focused on Brand Protection to a gradually more 'market-driven' distribution, aiming for a balance of 55% Brand Protection / 45% Market, thus covering high-volume generic keywords and more strategic advertising positions. In parallel, on the SEO side, we have undertaken a deep review of the catalog, optimizing about 70% of references in EU4 (with the remaining coverage underway), correcting the main indexing inefficiencies, and realigning content with actual search demand. Finally, on the contractual level, we analyzed the entire COOP structure with Amazon to identify areas of inefficiency and, by working with the internal Amazon and Quercetti teams, we have remodeled the contractual framework: Quercetti was able to maintain the same Vendor services, but with a lower ContraCoGS percentage, generating a direct increase in operational profitability on the platform.
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Results
The results achieved have been particularly significant both in terms of performance and business solidity.
The key result was the reversal of the negative trend: after a -20% in sell-out and sell-in in 2024 vs 2023, in 2025 (the year Vendora took over), Quercetti recorded a +26% YoY (2025 vs 2024) in Sell-out and a +49.76% in Sell-in, marking a structural return to growth. In addition to this, there was a tangible improvement in operational margins, achieved through the restructuring of agreements and the reduction of the percentage of ContraCoGS while maintaining Vendor service levels. In terms of overall dynamics, the turnaround equates to a growth delta of +46%, considering the shift from a contraction phase to an expansion phase compared to the decline recorded in 2024.
+46%
Turnaround Sell-out
+49.76%
Sell-in
5.65%
Reduce Cost of Goods Sold
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CASE STUDIES
