Marketing: Easy All Over Europe


The garish orange livery of Stelios Haji-Ioannou is spreading over Europe like a virus--and his competitors haven't found a cure. This natural-born salesman, a 34-year-old combination of the cerebral and the showman, of rich kid and hustler, has a knack for presenting the consumer with a cheap service that's free of the hassle and headache usually associated with discounts. He's applying the idea liberally across a growing number of businesses under the umbrella of easy--as in easyJet, easyRentacar and easyEverything.

Everyone calls him Stelios. It's part of a strategy inspired by Richard Branson, founder of Virgin. The idea is to become...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!