Romanini Creazioni has moved its entire production of around 3.5 million pairs of shoes to the Far East. Part of this production was previously done by contract manufacturers in Eastern Europe. The production is now carried out in two Chinese factories in Guangzhou. Turnover last year was stable at €36 million. Specialized in medium to low-end trendy women’s shoes sold under the eponymous brand name, the Italian firm appointed a direct agent for the USA in 2003. Sales nonetheless fell on this difficult market, not so much because of the strong euro, as Romanini sells directly in dollars in the USA, but more because of a problem of taste and fashion. According to a company executive, the sporty and rather ungainly Ugg boot was a real fashion statement for American women this year, most of whom wore their Ugg boots even throughout the summer.