Steel Cucine, Chinese expansion

The brand announces the opening of 60 monobrand stores in the main Chinese cities, in collaboration with the partner Shanghai Zhizhong Co. Ltd.

Genesi, Steel Cucine
Genesi, Steel Cucine

Important new developments for Steel Cucine. The Carpi-based company announces a pact with Shanghai Zhizhong Co. Ltd. for the exclusive distribution on Asian markets of the products of Steel and Lancellotti, a brand created for the North American market. The agreement leads to the opening of 60 monobrand stores in the main cities of China, including 30 already in 2020. The remaining units will be opened over the next few years.

Auro Po, Amministratore Delegato e fondatore di Steel
Auro Po, Ceo and founder of Steel

“This alliance formulated in December represents a turning point for our distribution in the Far East. We have been a presence for years in Australia, New Zealand, Singapore and Hong Kong, but for China – given its strategic importance – we wanted to wait to find the right partner, to cover the entire territory,” says Auro Po, CEO and founder of Steel.

Shanghai is the fulcrum, and the operation will be officially presented in March in that city, while in April a flagship store will be opened there. The company specializing in the crafting of steel kitchens will be focusing on the 4 indoor collections Enfasi, Oxford, Genesi and Ascot, and the Giardino outdoor collection. The production phases for these creations takes place entirely in the factory at Carpi, slated to undergo increases in volume and specialized staff.