Snaidero China: a partnership designed for success

With the creation of Snaidero China, the Italian premium kitchen brand consolidates its presence in a country with enormous potential, thanks to an important project of expansion of the sales network

A joint venture with Hi-Season Trading Co. Ltd. This is how Gruppo Rino Snaidero S.p.A sets out to reinforce its operations in the Far East, ensuring exclusive distribution on retail and contract channels in China.

Showroom a Shanghai di Snaidero CIna
The Frame kitchen designed by Iosa Ghini – belonging to the Icone collection of Snaidero – on view in the Snaidero showroom in Shanghai

With headquarters in Beijing, Hi-Season Trading is a leader in direct distribution of premium appliances imported from Italy, Germany and France, through a network of about 250 stores in over 70 Chinese cities.
The main objective of the joint venture between Snaidero and Hi-Season Trading is to open four monobrand flagship stores in four cities, over the short term: Beijing, Shanghai, Shenzhen, Chengdu. The first opening is slated for June in Beijing, while the other three will follow in 2019, also involving stores with local partners or sub-dealers, but always under the direct management of Snaidero China.

A large-scale operation that reflects the importance of the Chinese market for Snaidero, in both the retail and contract sectors. The very size of the Chinese market guarantees Snaidero – a brand of excellence in the kitchen sector – a large quota of high-end consumers, in search of products and services of the finest quality. This explains the company’s decision to boost its distribution in China, for the supply of kitchens produced in the plant at Majano, in the province of Udine, the headquarters of Snaidero since its founding in 1946.

Massimo Manelli, Amministratore Delegato di Rino Snaidero S.p.A.
Massimo Manelli, CEO of Rino Snaidero S.p.A.

“For over 50 years Snaidero has exported its kitchens all over the world, through a network of 330 specialized points of sale in Italy, and 530 in the world, covering 86 countries,” says Massimo Manelli, CEO of Rino Snaidero S.p.A. “The creation of Snaidero China represents another important step after the acquisition of a majority share in Gruppo Snaidero by the Dea Capital group, to form a structured operation in China (…). This joint venture will give Snaidero a fundamental driving force to move forward with its growth strategy of the short term as well as the medium-long term. (…) The company thus advances towards an increasingly international presence as a highly qualified supplier of kitchens.”

The Snaidero monobrand flagship stores in China will display kitchens by great Italian masters of industrial design. Outstanding models in the collection include Vision, Ola 20 and Ola 25, by Pininfarina; Frame, designed by Iosa Ghini; Opera, by Michele Marcon; Way Materia, with original design by the Snaidero in-house team. The stores will offer services carried out by a specialized team of designers and architects, also to support the development of contract projects for real estate developers.