MILAN, Oct. 14 (Class Editori) - Steel Cucine has overcome the lockdown phase with its head held high and confirms plans for its expansion in China by opening four new stores apart from the Shanghai flagship store, even if with some inevitable delay compared to the original plan. The four new flagship stores are in Changzhou, Yantai, Shenyang and Qingdao, which are added to the large store in Shanghai, which had already been inaugurated a few months ago.
The expansion plan launched by the entrepreneur from Modena, Auro Po, is pushed forward by data on the domestic appliance market, which in China grows by an average of 2.8% compared to 2019, despite the pandemic.
The commercial agreement signed by Steel, a manufacturer of semi-professional household appliances, with the Chinese partner Shanghai Zhizhong Co. Ltd. includes the exclusive distribution of the products Steel and Lancellotti-branded, a brand created to land in the North American market.
Since 1966, Steel Cucine has been recording a turnover of almost €5 million and focusing its production on the models of large, high-design kitchens, especially requested in America and in Arab countries. Now it is also the turn of China, but only commercially, because the production phases will remain entirely in the plant of Modena.
This alliance aims at opening 60 stores in few years in China and represents a turning point for the distribution in the Far East, as Auro Po- CEO and Steel founder- has explained, "for years, we have been active in Australia, New Zealand, Singapore and Hong Kong, but for the Chinese market, considering its strategic importance, we wanted to wait in order to find the right partner, which might guarantee us a widespread presence on the entire area".
"We have evaluated and rejected different opportunities which have come up during the years, in the certainty that with patience we would have found the right partner. The Shanghai Zhizhong Co.Ltd. company with its over 200 stores focused on high-level Western products, has the right mind-set, experience and management, in order to successfully promote a product which combines the Italian design with unique performances, such as steel kitchens and electrical appliancesby Steel", as the entrepreneur has underlined.
The Steel's one is a real challenge, by considering that one of the leading products of the company from Carpi (Italy) are the cook units with steam-combined ovens. The Steel strategy, therefore, is to foresee a trend, generate demand and finds out, also in the Asian continent, the food lovers' world, which does not know geographic borders and is willing to experiment, by getting in touch every day with recipes coming from all over the world.
(Source:Class Editori)
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