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GESSI FOR IL SOLE 24 ORE: A BUSINESS MODEL GOVERNING THE INTERNATIONAL CRISIS THROUGH INNOVATION
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11/2016

GESSI FOR IL SOLE 24 ORE: A BUSINESS MODEL GOVERNING THE INTERNATIONAL CRISIS THROUGH INNOVATION

Between 2009 and 2014, the deep and long-lasting economic crisis left out several businesses operating in the Italian bath fittings industry. As a matter of fact, due to the crisis, the sales volume in this sector decreased by 4%. Despite this, 2015 was the year of economic recovery with an increase in production of 1.3%, almost reaching 2.6 billion euros. Sure enough, this represents a positive signal, even though very slight (0.2%), even on the Italian market. As for 2016, the current year seems to be consolidating the recovery, thus leading the market to a stabilization of sales rather than to a growth. This positive trend of recovery is a symbol of vitality and dynamism and witnesses that businesses like Gessi have been capable of investing in technology, style and product innovation and distribution strategies, taking serious steps towards a path of internationalization.

According to an article published by Il sole 24 ore at the end of the third quarter of this year, profits coming from foreign markets account for 45% of the entire turnover in the Italian bath fittings sector and they are doomed to acquire more and more importance in future. As stated in this article, Gessi seems to have always had a calling for export which accounts for 80% of its turnover. However, in the last few years, the main reference market, Europe, has changed a bit showing a weaker demand. This trend has led Gessi to move its interest to new markets: America and Asia.

In the last five years, Gessi has been carrying on, with an extraordinary sense of timing, a meticulous project of business rationalization and maximization always investing in: human resources, high-level technical and technological equipment along with eco-friendly plant design solutions in order to curb the impact of production on the surrounding environment. In particular, the last aspect is in compliance with the project “Parco Gessi – productive oasis” whose purpose is to strengthen its commercial role on different strategic markets. Above all, Gessi has been developing a path of real innovation regarding the house and bath functionality giving value to the principles of the “private Wellness Company” with new cutting-edge technological solutions on a global level, new products, a new original design and more collections.

Coherence and strictness, two values adopted to bear the financial and organizational effort, are exactly what enabled this company to overcome the hardest years of the economic crisis keeping its turnover and staff untouched and also taking advantage of its strong aptitude for doing business to start growing again.

As Il sole 24 ore points out, the meticulous management of the retail channel along with the contract and huge supply contract channel abroad played a key role for Gessi. This is the principle on which the company’s distribution strategy is based. Furthermore, this is also the main driving force behind new openings all over the world such as showrooms which are thought to be the hub of designers and professionals.


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