Expanding to international markets to counteract the crisis: this is the unmistakable strategy of Snaidero, which, in recent years, has gone ahead with important development projects, particularly in so-called emerging markets.
JOHANNESBURG, the capital city of a country destined to acquire global visibility in the near future due to the FIFA World Cup to be hosted there in June this year, has recently seen the opening of a brand-new Snaidero concept store.
Moreover, this concept store, an exclusive retail outlet covering a surface area of 150 square metres in a recognisable and highly attractive design, is located in a strategic position in the busiest commercial district of this South African city.
Given the current historic economic situation, the opening of the store in Johannesburg is even more important for Snaidero and its export sector. Focusing on brand globalization and penetrating emerging markets, Snaidero has successfully devised farsighted dynamic strategies to promote “Made in Italy” design abroad, particularly, at such a time as this when Italian appeal seems to be highly appreciated. This is evident in emerging countries, since wide bands of new consumers in the medium-high market sector indicate a growing trend to invest in Italian living style and interior design.
This trend also includes the recent opening of an exclusive Snaidero corner store in Chile (in the capital city of Santiago), another country whose international potential has been acknowledged for some time.
In addition, there is the forthcoming opening of a corner store in Tripoli, Libya, in collaboration with a leading partner, who has adopted Italian taste and “Made in Italy” design, choosing chosen to exclusively offer the best “Made in Italy” products from the design, fashion and furniture sectors at his retail outlet.
Important Snaidero projects are also underway in the Far East, where retail development is often inextricably linked to large-scale contract furnishing supplies. These include the recent opening of Snaidero stores in Singapore, Hong Kong and shortly also in Vietnam. These outposts are to present the best of Snaidero design, with a view to reaching property developers who mainly operate in the most exclusive band concerning the development of luxury residential properties, where imported brands are thoroughly examined to give prestigious apartments the appeal and identity of an international living style.
An important example of this effective strategy can be seen in the finalization, during the recent Salone del Mobile in Milan, of a further significant contract for the supply of over 200 kitchens to QATAR. This supply contract follows a contract finalized just before the opening of the Milan furniture fair to supply kitchens to the prestigious apartments at Best Ocean Airpark in Bangkok, Thailand. This top-level project concerns villas, each one equipped with its own landing strip.
The key factors to the success of the Snaidero world are clear: top-quality products with unique design that extraordinarily express Italian lifestyle, and collaboration with carefully selected partners who embrace the brand and its strategy worldwide.