Point Zero

founded by

Benisti Import Inc.

belongs to

Beniko Inc.

about

In 1979, in the heart of Montreal’s garment district known as Cité de la Mode, Benisti Import Inc. opened the doors to Point Zero on Chabanel Street. Four years later, Beniko Inc. was established in Los Angeles to carry the Point Zero banner in the U.S. Since then, Point Zero has been a tremendous success and continues to grow each day.

With a design team of over 20 people that travel the globe to unearth the next big trend, Point Zero always manages to stay on top and produce outstanding merchandise season after season. They produce clothing for every gender and age, ranging from underwear, casual wear, dresses, outerwear, swimsuits and knitwear.

In addition to a keen fashion sense, Point Zero’s exceptional quality price ratio has been crucial to the company’s growth over the past seasons spanning more than 20 years.

With offices and showrooms in Montreal, New York, Australia, New Zealand and Los Angeles, the Point Zero product is sold at every channel of distribution, from small boutiques to large department stores.

In Canada, Point Zero is found in many prominent retail stores such as The Bay and Sears, as well as regional chains and independent outlets. In the U.S. Point Zero is sold at Dillard’s and Macy’s department stores as well as fine boutiques. Point Zero provides the retailer with a product that allows for increased turnover and above average margins.

Renowned for fashion, Point Zero has become the number 1 Canadian brand name and the largest Canadian producer of men’s women’s and children’s coordinated sportswear. Point Zero’s strength and success lies in its ability to provide today’s customers with what they want- merchandise that combines innovative styling and excellent quality at a phenomenal price.

With comfort and quality being the essence of Point Zero, the extensive line for men, women and children features something for everyone. Point Zero has the ability to offer a wide range of fashions using different concepts from updated classics, everyday basics and items that represent the latest fashionable trends, made with top-notch quality and comfort in mind. In simpler terms, Point Zero offers luxury for everyone.

In recent years, Point Zero has developed a wide range of products that allow each segment of the retail sector to profit. Having established a name in the clothing market, Point Zero has also become a known brand name for accessories. With 10 licensees that provide footwear, socks, knapsacks, handbags, suits, neckties, sunglasses, bathing suits, belts, hats, gloves, scarves, and watches, the brand is constantly growing. The strength of the Point Zero brand allows the licensees to open new channels of distribution, thereby increasing their market penetration and profitability.

In 2005 Point Zero took on its most ambitious license program ever, a real estate project consisting of an exclusive gated community north of Montreal. The project was a huge success; thanks to the power of the Point Zero name the entire development quickly sold out.

The project gained so much press and exposure because of the name and association Point Zero brought to the table. Furthermore, Point Zero created a partnership with a local French language popular television station and created a hit reality television show called “Occupation Double”. The show’s plot involved a group of women and a group of men living in two houses in an exclusive community, called ‘Point Zero sur le Lac’ or ‘Point Zero on the Lake’. The contestants competed against elimination in a dating style reality television show. The grand prize that the winning couple received was one of the fully furnished houses in the development. The series was a huge success and reached millions of viewers each episode.

Point Zero’s growing success enabled them to build a state of the art head office that accommodates all their employees. Located at 1650 Chabanel West, the new facility is 180, 000 square feet and includes several unique elements such as, futuristic oval shaped showrooms, a photo studio, a glass elevator and a helicopter pad.

In November 2006, Point Zero opened its first retail concept store in Montreal. This state of the art retail store was designed with the same futuristic and stylish vision as the corporate head office. The concept store was made to feature everything that Point Zero’s name had to offer in one space. Basically, a one stop shopping destination that allows you to be dressed from head to toe in Point Zero. The store showcases the entire collection for children, men and women, including the new teen line Nicky B and the high end line Nicole Benisti Signature Collection as well as products from every licensee.

Point Zero is currently expanding internationally and developing a major increase of retail chain stores worldwide. Point Zero plans to have concept stores in several Middle Eastern and European Countries and has already successfully opened stores in Montreal, Bromont, Saudi Arabia, Kuwait, Lebanon, Syria, Yemen, Panama and South America. Our aim is to continue expanding internationally, and open 100 retail stores over the next 3 years.

Point Zero will continue to grow and prosper with new opportunities consistently on the horizon. In recent years Point Zero has developed a more refined and high-end image. The new glamorous Nicole Benisti Signature Collection as well as the funky teen line Nicky B have definitely aided in this direction. With image campaigns all over Canada season after season, the public is beginning to recognize Point Zero as a lifestyle and high fashion brand