Snaidero consolidates its presence in the Far East through a joint venture with Hi-Season Trading co. Ltd of Beijing, with the aim of distributing the Snaidero product on the retail and contract channels in China. With this operation the Italian kitchen brand expands its international activity, bringing its strictly Made-in-Italy products in this market, where the Hi-Season Trading partner is a leading provider of high-end appliances imported from Italy, Germany and France, through a network of around 250 stores in over 70 cities in China. The Chinese kitchen furniture market, both in the retail and the contract segments, represents a strategically significant opportunity for Snaidero, given the continental dimension of the market and its fragmented nature, the expected growth and the presence of a large and growing segment of potential customers looking for a high quality product and service.
«For over 50 years Snaidero has been exporting its kitchens all over the world through a network of 330 specialized stores in Italy and 530 in the world, in 86 countries – Massimo Manelli, CEO of Rino Snaidero S.p.A. said – The birth of Snaidero China represents a further important step, after the acquisition of the majority of the Snaidero group by the Dea Capital group, to build a structured presence in China, a country that can offer significant opportunities for us, given the size of the market and its potential development in the near future. This joint-venture will give Snaidero a fundamental boost to support the growth strategy both in the short and medium-long term. Hi-Season Trading co. Ltd is the ideal partner to bring our brand into Great China and to combine the quality and design of the Snaidero product with a very high level service. This operation represents a further step towards an increasingly international and increasingly qualified presence of our group abroad.»
The joint-venture is based in Beijing and has the initial objective of opening 4 flagship Snaidero stores in Beijing, Shanghai, Shenzhen, Chengdu. The first opening has already been planned for June of this year in the city of Beijing and by 2019 there will be openings in the other three cities. Afterwards, multiple other store openings are planned with local partners or sub-dealers, under the direct management of Snaidero China. The production of kitchens for the Chinese market will be fully concentrated in the plant in Majano, in the province of Udine (Italy). In the new flagship stores, some of the latest and iconic Snaidero models will be displayed, such as Vision, Ola 20 and Ola 25 by Pininfarina; Frame by Iosa Ghini, Opera by Michele Marcon and the Way Materia, original Snaidero design. The sale of Snaidero products is aimed at the retail market, the world of architects and in general the private sector. Within the flagship stores there will be a specialized team of architects who will be able to illustrate and support the development of contract projects for real estate developers.