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En av de allra lyxigaste och framf\u00f6rallt mest klassiska pennorna p\u00e5 marknaden torde vara italienska Aurora. Det faktum att Aurora \u00e4r den enda tillverkaren av pennor, vars produkter finns bland den permanenta utst\u00e4llningen vid Museum of Modern Arts i New York \u00e4r ett av bevisen f\u00f6r detta.<\/p>\n

Aurora p\u00e5b\u00f6rjade sin tillverkning i Torino \u00e5r 1919 och genom\u00a0historien har det varit en penna som s\u00e5 gott som varje italienskt skolbarn kommit i kontakt med i n\u00e5got skede av sina studier. Under sina f\u00f6rsta 90 \u00e5r verkade Aurora ocks\u00e5 fr\u00e4mst p\u00e5 hemmamarknaden.<\/p>\n

\u00c4ven om tillverkningsmetoderna forts\u00e4ttningsvis \u00e4r traditionella befinner sig f\u00f6retaget nu i en f\u00f6r\u00e4ndringsprocess. N\u00e4r dess nuvarande huvud\u00e4gare tog \u00f6ver, med VD:n Cesare Verona i spetsen, p\u00e5b\u00f6rjade man en kraftig internationaliseringsprocess. Nuf\u00f6rtiden g\u00e5r ungef\u00e4r 50 procent av f\u00f6retagets produkter till den italienska marknaden, medan den andra h\u00e4lften av Aurora-pennorna och tillbeh\u00f6r exporteras till andra delar av v\u00e4rlden.<\/p>\n

Samtidigt som internationaliseringen p\u00e5b\u00f6rjades har man \u00e4ven f\u00f6rflyttat sig alltmer mot lyxsegmentet. Numera finns i deras utbud ett stort antal exklusiva pennor som tillverkas i begr\u00e4nsad upplaga. Hos de mer exklusiva modellerna best\u00e5r\u00a0spetsen\u00a0p\u00e5 pennorna\u00a0alltid av 18 karats guld.<\/p>\n

F\u00f6rutom pennor finns \u00e4ven brevpapper, klockor och l\u00e4derartiklar som portf\u00f6ljer och pl\u00e5nb\u00f6cker i Auroras utbud. Deras andel av oms\u00e4ttningen ligger p\u00e5 ungef\u00e4r 15 procent.<\/p>\n

$\"PicsArt_1420967822799\"$ <\/a><\/p>\n

Exklusiva pennan Aurora Riflessi Optima i helguld med ett pris p\u00e5 runt 133.000 SEK.<\/p>\n

$\"PicsArt_1420969923052\"$ <\/a><\/p>\n

\u00c4nnu en penna fr\u00e5n Auroras\u00a0mer exklusiva utbud med begr\u00e4nsad upplaga, Leonardo da Vinci guldpenna med rubiner. Priset ligger p\u00e5 ungef\u00e4r 230.000 SEK.<\/p>\n

$\"PicsArt_1420971089480\"$ <\/a><\/p>\n

Aurora Diamond som best\u00e5r av 1919 diamanter, efter \u00e5ret d\u00e5 Aurora grundades. Pennan levereras personligen efter best\u00e4llning.<\/p>\n

$\"PicsArt_1420972161646\"$ <\/a><\/p>\n

F\u00f6rutom lyxpennorna finns \u00e4ven ett stort antal mer vardagliga pennor i Auroras utbud. H\u00e4r \u00e4r en vintage-penna i mellanprisklassen.<\/p>\n

$\"PicsArt_1420972851990\"$ <\/a><\/p>\n

N\u00e5gra reklamkampanjer fr\u00e5n Aurora p\u00e5 1920-talet.<\/p>\n","protected":false},"excerpt":{"rendered":"