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iDO is the latest brainchild of Miniconf, a company devoted to children’s apparel, founded in 1987 thanks to the inspiration of its current president, Giovanni Basagni.
The place of its birth is, in itself, full of magic: Ortignano, in the heart of the Casentino Valley, in eastern Tuscany, amidst mountains covered with beech and fir trees, hills bordered with oaks and chestnuts, and sudden drops into the valley where the first stretch of the River Arno flows.
Perhaps the environment, combining contrasting elements in a harmonious composition, was the mysterious engine that determined the company’s quiet and definite growth from the very first years: from a turnover of 2 billion lire to 35 billion in the 1980s, rising to 45 billion in the 1990s, and to 75 million euro in 2010. Today Miniconf is a sector leader, thanks to its brands Sarabanda, Dodipetto, and iDO and to the fact that it has focused on a multichannel distribution, an attention to new technologies, cutting-edge logistics, and a truly unique capacity for listening to the market and consumers. And the Casentino, with the meditative atmosphere of its country churches and the boldness of its rocky peaks, was surely a decisive factor. As was the proud and determined character of its inhabitants (almost all the company’s employees have their “roots” in this area). Or the fact of working in such a lively and stimulating region as Tuscany, the homeland of great artists and craftsmen ever since the Middle Ages. Today Miniconf is a leader in boys’ and girls’ apparel marketed under the brand