Barovier&Toso has set up its first foreign subsidiary in the United States, based in Miami. The company, established in 1295 in Murano (Venice, Italy) where it is still based, has a strong focus on export, which accounts for about 85% of its turnover.
The United States are the second market after Italy in terms of value. It has always been one of the main markets, both in the residential and in the hospitality sector. It attests to illustrious references such as the Terranea Resort in Rancho Palos Verdes in California, Place Victoria in Montréal (Canada), the Adour restaurant in The St. Regis Hotel in New York, the Sophia Restaurant in Toronto (Canada).
The need to redevelop the distribution network through more direct control has been maturing for some time. It is important to create a personal relationship both with representatives and dealers, together with the community of interior designers and architects, who play a key role in defining projects.
Regarding this, Diego Martinez Dubosc CCO of Barovier&Toso comments: “The decision to create an American subsidiary of Barovier&Toso is in line with the distribution requalification process that the company is carrying out in all foreign markets. The US market, which already represents 15% of the company’s turnover and is the scene of important supplies, has significant growth potential. At the same time, it is necessary to maintain a direct dialogue with the sales team in order to best transfer the philosophy and values of the brand and products. We are convinced that a subsidiary managed directly from the headquarters will bring benefits and strengthen our relationship with the US market, but also in Central and South America”.
