ONE-ON-ONE
The Cimbali Group portfolio has been expanding… so we spoke exclusively with its general manager and the new chairman of the board of directors at Vassalli Service AG, Enrico Bracesco.
THE FUTURE IS HERE… Congratulations on the recent acquisition of Swiss company, Vassalli. What does it mean for Cimbali Group? It isn’t just a business transaction; it’s a strategic move that forms a vital part of our long-term vision. In fact, Switzerland – often described as the ‘heart of Europe – holds a unique place in our growth strategy. The Swiss market is known for its strong coffee culture and high per-capita consumption, making it a prime target for machine manufacturers like Cimbali Group. One notable aspect of our approach is recognition of the diversity in Swiss coffee preferences: our commitment to both traditional and fully automatic machines highlight the adaptability to cater to various customer tastes. This is
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crucial in a market where some prefer the art of coffee-making, while others seek convenience and consistency. Cimbali is a massive player in the coffee machine sector, with a history going back more than 100 years. In terms of the UK, what do you see in the future? In the short term, the introduction of Faemina and its e-commerce strategy in 2021 has positioned the company for increased market presence in the UK’s coffee machine sector. This move aligns with the broader trend of consumers – both individuals and small businesses – seeking highquality experiences at home or in the office. By making Faemina available through e-commerce, we have improved accessibility for consumers,
offering a simpler purchasing option. Long term, the company’s expansion into the home and small business segment and its venture into B2C markets indicate a strategic shift that can open up opportunities. We believe in e-commerce as an excellent distribution channel, so we aim to establish a strong presence. However, we are not emphasising that this will replace the traditional distributor’s role, which remains essential, particularly for installation and technical support. This dual approach showcases our commitment to diverse market segments. The long-term outlook for Cimbali Group in the UK coffee machine sector will depend on our ability to execute this strategy effectively, adapt to changing consumer preferences and