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Scavolini, new showroom in Shanghai. China is increasingly strategic
June 12, 2019
Abstract : The success of Italian kitchens in China, confirmed by Snaidero's recent joint venture with the major Chinese importer of European products, led Scavolini to accelerate its presence in China.
MILAN, June 11 (Class Editori) – The success of Italian kitchens in China, confirmed by Snaidero's recent joint venture with the major Chinese importer of European products, led Scavolini to accelerate its presence in China. On March 15, the company inaugurates a big store of two floors in Shanghai, inside a prestigious building.
The new exhibition space is set up inside an independent building in the Lujiazui financial district, part of a major new project – owned by the CITIC state group – which includes offices, residential spaces, a shopping center and an art gallery built by the architect Kengo Kuma, refurbishing an old shipyard.
"We are proud to announce the opening of the showroom in Shanghai which bears witness to the establishment of our brand, that is increasingly loved and well-known by the international public," said Fabiana Scavolini, the company CEO, founded in Pesaro in 1961 thanks to the resourcefulness of the Valter brothers and Elvino Scavolini, today leader of the sector in Italy with a turnover that this year could reach 250 million euros.
"China, where we have been present for years with a targeted and effective distribution and organizational network, represents one of the most strategic markets," continued Scavolini, who in 2002 inaugurated the first store opened in China, in Shanghai, "the presence of a new flagship store reflects the constant expansion on the international retail that is increasingly characterizing our strategy".
Currently, Scavolini has more than 1000 sale points, of which 300 abroad. At the end of 2016, after taking part in the Salone del Mobile.Milano Shanghai, it opened 8 sale points after the inauguration of the last two major single-brand stores in Changzhou and Chengdu. To follow that, in 2017 other 7 stores opened: in Shenzhen, Hangzhou, Nanjing, Zhengzhou, Chongqing, Wuhane and Wuxi.
The new showroom in Shanghai is part of the marketing strategy of the company, which in Changzhou, about an hour by train from Shanghai, opened the largest sales point in China (500 sq.m) inside the Red Star Macalline furniture mall, the most specialized in the hi-end segment.
In addition to China, another strategic market for Scavolini along the Belt and Road is the Russian one, where it has been exporting for over 20 years and, over time, has learned to understand the tastes, preferences and style of that market. "On the Russian market, classic-style collections are well appreciated, so, for both the kitchen and the bathroom line, we designed solutions based on a rich and luxurious decoration style," a Scavolini company manager explained to MF International – even if Russian consumers, especially the younger ones, are developing tastes and habits close to the Western standards, with more minimalist approaches to design such as Foodshelf, the original and futuristic kitchen signed by Ora -ïto for Scavolini.
In Russia, Scavolini can count on a network of dealers covering about forty cities scattered throughout most of the federation's territory, as well as 13 direct sales outlets, in Moscow, Rostov-on-Don, Togliatti, Volgograd, Krasnodar and Krasnoyarsk.
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