In the spotlight
SERENISSIMA - Ice The operations we have conducted have aimed to support our local area and promote the qualities for which Italian manufacturing is renowned the world over. Tile International: Which markets are showing the strongest demand for your products? P. Romani: The European Union, particularly Germany and France, accounts for the largest portion of our turnover, followed by North America (USA and Canada) and Russia. In spite of the obvious difficulties, Italy remains a very important market for us and is beginning to show tentative signs of re-
Tile International 3/2013
covery. Tile International: An 18 million euro manufacturing investment in Italy at a critical time for the ceramic sector sends out a strong message. Do you see this as the way forward for addressing the challenge posed by markets? P. Romani: Yes, we do. Besides expanding our range, one of the aims of this new plant is to achieve greater manufacturing and corporate efficiency and consequently increased competitiveness. From a technological standpoint, we have chosen to adopt innovative plant engi-
neering solutions capable of optimising costs and resources using green, energy-saving technologies that protect people and the environment. The facility also sets new standards in terms of workplace safety and comfort, guaranteeing larger and more ergonomic spaces for the various processes and the utmost attention to detail. Tile International: Cersaie is due to begin shortly in Bologna. What do you have in store for visitors? P. Romani: I don’t want to reveal too much, but what I can say is that this year’s Cersaie
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will be an opportunity for us to send out a new message to our customers and partners. As always, the group will be showcasing all its brands, but focusing in particular on its new product identity and versatility. We aim to highlight the potential of a company that has made brand synergy one of the cornerstones of its philosophy and offers cuttingedge solutions for every need. We were favourable to Cersaie’s new Monday to Friday opening formula as we believe it will offer fresh incentive to Italian and above all international visitors. 5