The Group Tenacta (Imetec) Azzano San Paolo wants to keep growing. On the occasion of the tenth anniversary of the launch of the Beautiful , the historical landmark of Bergamo points strongly to leap. Beautiful becomes a techno beauty brand new, wider range of products and projected to the world market. The new features include both classic beauty device, which is further improved in terms of technology, constitutes a sector so far not attended, that of cosmetics, to accompany the female population in the self-care throughout the day. The idea stems from which this change is in fact to help every woman feel good about herself first, to appreciate and accept themselves, by providing the tools to be and feel beautiful and in shape already in the mirror at home. Just a few minutes.
A first step in cosmetics. Beautiful today become a real spin-off company. And after a ten-year path focused on hair care (plates, hairdryer) and body (epilation), it comes to cosmetics. “We want to complete the project – explains Elia Morgandi, general manager of Tenacta – to accompany the woman as fully as possible in the short to start up a mini-range, called You Are Beautiful , to perfect aesthetic result of technological equipment. Thirty body creams and hair of good quality in the price range for everyone. ” From the point of view of the tool instead, they were launched in October four new products: plate Intellisense, curling Ricci & amp; Curl, hairdryer ion Revolution Pro and epilator IPL Zero Ultra Fast. The most important innovation is then the opening, which took place in early December, two showrooms in Milan, Corso 22 Marzo, and in Rome in Via Tuscolana, where was presented the new line of products.
Turnover in foreign growth. In the period July 2014 – June 2015, the Group recorded Tenacta performance value. The line Scaldasonno dominates the international market, in Italy Beautiful has a 46% interest in the field of hair straighteners, 24% in products for styling and 23% as part of the hairdryer . The turnover for the period under review, 33% comes from the overseas market, mainly thanks to nice and Scaldasonno. The expected growth for 2015 could mark another leap: the transition 130 million to 150 million in revenue. The increase would come primarily through international expansion, reflecting a desire to open global, but this year is growing significantly also the turnover in Italy, both for the slight overall recovery for both new projects.
Opening to the global market. These results are the fruit of a policy of committing to global dimension, it is imperative for companies that want grow. “Beautiful will be central to this process – says Elijah Morgandi – because beauty immediately connects to Italian style, fashion, Italian lifestyle: are the strengths of our country and the values that we recognize also abroad. Italy is credible in these fields, for this Beautiful has great global potential, which we will try to best support. ” But how do you expand overseas? Morgandi has clear ideas: “Making investments in the markets through marketing strategies, but also by implementing steps accelerated, according to the classic route of the companies that become multinational. They are purchased from foreign companies that act later platforms to expand. We did so by detecting Dream in England and Aspen in Argentina. This will buy brands but also connections with the distribution; In fact the problem is not production, but rather the go to market. “
Follow the advanced markets. The company offers but also a second perspective: it is important for foreign the business, but also to understand in advance how and where will the markets, what are the innovations in products and sales systems. In this respect, the United States, Japan and Korea have advanced markets, which invest heavily in innovation and in this specific area Israel is also important. “We must therefore monitor them carefully,” detects the general manager. And ‘This is one of the aspects of the company to Azzano who initially sought worldwide industry news, to improve them through constant attention to research and development – sector driven directly by the vice president Arturo Morgandi – and then propose to the market under a brand that has become synonymous with quality.
From the point of view of sales instead, the current priority of Tenacta is Europe: “How in the 60 ran from trading systems local or regional to a national one, so today we must necessarily look at a single European market, because the distribution is now on this scale. Then there are interesting areas for development such as South America, despite the crisis in the Brazilian market, and there is room for growth in the Far East (Korea, Japan and Australia) because they are still being developed and so it is less hard to fit “.
A success story. Imetec was born in Bergamo in 1974 as a manufacturer of equipment for the heating of the bed. Its entry into the market came with the launch of Scaldasonno, an innovative product that was an instant success. Ten years after the company decided to expand its product range by introducing small appliances: the equipment for hair care to those for the home, with a focus on cooking, cleaning and ironing appliances. Before long Imetec established himself in Italy as one of the industry leaders and gave way to an internationalization process that led to the opening of branches in Europe, Latin America, China and Russia.
In 2007 Imetec became Tenacta Group, in order to integrate into a common identity different businesses on the market in the form distinguished by brand and image. Tenacta Group has thus become a multinational organization with operations in 42 countries, with over 400 employees worldwide. He then developed a new strategy focused on the beauty industry, with the aim of presenting to the markets innovative tools to enhance the beauty of women. It ‘was the genesis Beautiful brand.
In the current context, in which large historical Italian companies are bought by foreign counterparts, family Morgandi has therefore decided to raise. Tenacta remains Italian and Bergamo. The development plan passed the tip to the growth and internationalization of the company to make the final leap. This does not preclude the possibility of synergies and strategic alliances, but the company headquarters remains in Bergamo.
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