The industrial relaunch plan of the brand has its hub in a deep reorganization of the company and in the enhancement of the distinctive features of the Italian style: quality, design and service.
By Elena Corti
Testimonial for seventy years of the Made in Italy values, Snaidero writes a new page of its company history. After the acquisition of the majority of capital by the IDeA Ccr II fund, managed by DeA Capital Alternative Funds SGR, the company starts again with a new industrial plan, aiming at consolidating its business in Italy and expanding abroad. The core element of Snaidero’s strategy is that “Italianity”, that is totally summarized in the Made in Italy mark: the company does not simply offer a product, but an atmosphere. In perfect balance between tradition and innovation, Snaidero makes Italian style and quality its workhorses. As highlighted by Massimo Manelli, the new managing director of the company, the research on materials, the originality of design, the integration between furniture and appliances and the ability in the customization are and will continue to be the distinctive elements of the brand. The managing director illustrates what will be the next steps of Snaidero and what the latest product news.
On what areas will the Snaidero’s industrial relaunch plan be focused?
The business plan focuses on a deep reorganization of the company, aimed at favoring an increase in efficiency in the processes, a growth of brand awareness, the strengthening of the reputation and the further development of distribution channels, consolidating the presence in Italy and developing abroad. We address both the retail channel, in which we are present with more than 800 stores in the world, and in the contract, or the real estate developers who sell housing units including furniture (for example wardrobes, bathroom furniture and, above all, kitchens). This channel, which is virtually absent in Italy, is important in many foreign markets.
On what will you focus to further strengthen the brand abroad?
Our brand has a medium-high/high positioning and such will remain. For this reason, we intend to focus strongly on the product, which combines quality and design, expressing the best of Made in Italy. Another important plus is the service, which means the ability to support the customer when a kitchen is designed, supporting him in the choice of materials and sizes, during the installation phase and in the after sales service. This whole package of services is an extraordinary success factor that allows us to distinguish.
Currently, what are the most important markets for Snaidero and where do you see the greatest development margins?
In addition to Italy, which is certainly very significant for Snaidero (1/3 of sales is generated just in the domestic market), on an European level France, Spain, Holland and Belgium are certainly important markets. Moreover, historically we have a strong presence in Australia. With regard to future developments, we have high expectations for the US and Russia, while in China we are working on a big project. Moreover, we also look with interest to the Arabian markets, which in perspective offer significant growth opportunities.
How will you operate in the retail sector?
As for Italy, we will continue to focus on selective and qualified distribution, also strengthening the mono-brand channel. We will also open a flagship store in Milan by 2019, which will act as the iconic showcase of the company. Abroad, mono-brand stores are much more present than in Italy (in France, for example, we have several outlets and they are all mono-brand). We will therefore continue to pay great attention to this distribution channel in foreign markets.
Is Made in Italy an important factor to be asserted for the relaunch of Snaidero?
It is certainly a central factor, as evidenced by the fact that we have no intention to move the production out of Italy. We do everything internally using also qualified suppliers of our territory, because we want to check the quality of our products and highlight that our kitchens are 100% Made in Italy.
What are the strengths of Snaidero’s Made in Italy?
First I would say the brand, which is an historical brand of Made in Italy and therefore immediately identifies the product. Another strong point is design, which has an unmistakably Italian content: if a customer sees a Snaidero’s kitchen, he recognizes at first glance that it is a Made in Italy product. Finally, a further plus is the quality expressed through the materials, the variety of colors and the level of service.
What is more appreciated of your kitchens abroad?
As I mentioned before, our product has design among its main strengths: Snaidero kitchens stand out and are recognized, and this is an aspect that is particularly appreciated. In addition, returning on the concept of quality I was talking about a while ago, a feature that is strongly considered is solidity: people recognize that our products are made to last over time.
You can boast collaborations with very renowned designers: will the exclusivity of design continue to be a workhorse for Snaidero?
Design will continue to be the central pillar of our strategy. We have historical partnerships with well-known design names (for example Pininfarina, Gae Aulenti, Massimo Iosa Ghini, Michele Marcon), but we also leave room for young designers who propose innovative solutions and are a source of new stimuli.
Can home appliances be design elements in the kitchen?
Of course, this is demonstrated by the fact that for many manufacturers, design has become an important feature, together with the technological content. Let’s think, for example, of refrigerators, where decorative elements are inserted, or hoods that offer a great variety of solutions in terms of design and technology (from models so thin as a television screen, to the ceiling ones, up to the integrated hoods that extract fumes from below). As for the hobs, the induction models feature clean and essential lines that are very beautiful aesthetically, but even gas hobs offer interesting solutions in terms of design. Finally, both classic and steam ovens are now an integrated element in the kitchen design.
Do you propose diversified solutions according to the taste and habits of people in different geographical areas?
The Snaidero Group includes four brands (the Italian brand Snaidero, the French brands Arthur Bonnet and Comera Cuisines and the German Rational), which have specific styles and markets of reference. Arthur Bonnet and Comera Cuisines have an offer very close to the French sensibility, while the German product Rational was born for that market, but then had an important success also abroad, where it got a recognizability linked to the absolute quality of the materials and of solutions. Together with Italian companies, German producers are among the most important exporters of kitchens.
As for the Snaidero brand, it is appreciated above all because it is an expression of the values of Made in Italy: this is what customers expects when they buy a Snaidero kitchen. There can be customizations, then, mainly related to the size and choice of materials, but what customers require is precisely design, the Italian taste and attention to details.
Can you mention something about your latest product news?
As for the Icone line, we presented the Vision kitchen at the latest edition of Salone del Mobile in Milan, a project that stands out for its strong aesthetic impact and great research of materials. Its design is signed by Pininfarina as well as for the Ola kitchens, also belonging to the Icone line. The style is made unique by an evolutionary concept of shape with a design in function of the space that changes, evolves and adapts to it constantly. I add the solutions of the Frame project, signed by Massimo Iosa Ghini, that allows developments in extremely refined compositions, the expression of a neo-chic domestic imagery. A kitchen that speaks a language of class, with an international vision. Finally, Way Materia. With this model Snaidero continues its deep exploration of resistant materials such as ceramics, proposing a stylistic tendency of material contaminations that from vintage turn on minimal style, expressions to the monolithic effect giving the projects various interpretations.