The brand POIS was created with great foresight in 1985 by Dr. Fabio Balestri. In this way, Dr. Balestri distinguished his company from the other wholesale clothing businesses of the time, which were used to commercializing generic products acquired from the textile laboratories. Since then, POIS products have been designed exclusively by the POIS Style Office, led by fashion designer Laura Trabucco. Among other things, Mrs. Trabucco made POIS historically and deservedly famous in the world of fast-fashion for its fashion knitwear, that few other companies know how to produce successfully.

Dr. Balestri was also one of the first in Italy to understand the importance of fast-fashion for the fashion market, and therefore pushed his company to offer customers new products every week, well ahead of other companies in the industry. He followed an innovative approach to gain a market place and he well succeeded in that; his foresight and creativity helped the brand carve a niche in the market.

Even today Dr. Balestri's strategy anticipates market trends: Noy s.r.l. is in fact one of the few companies that creates fast-fashion preview collections, which simultaneously allow Noy' s.r.l.'s agents and distributors to work at best, and Noy s.r.l.'s customers to preview trends and secure their season’s stock with minimum risk.

Today Dr. Balestri's daughter, Federica Balestri, having graduated from the prestigious Oxford University and after years of experience on the London market, has joined Noy s.r.l., and is projecting POIS successfully in foreign markets and the world of the web.

The history of the Balestri family's business success was the object of the main feature article in prestigious financial monthly magazine "Capital", Italian edition.