Paul Accornero, Group Chief Commercial Officer, De’Longhi Group on the company’s group sales performance
In tough market conditions, De’Longhi has been performing well, with a rise in group revenues. We started by asking Paul Accornero, Group Chief Commercial Officer, De’Longhi Group, what lies behind the success:
The key to the De’Longhi Group success has always been attributed to three things – our ambitious and passionate people, consistent investments behind industry-leading product innovation and our market-leading brands that stand for quality.
Our growth story and success is not one to be viewed over the short term – we are running a marathon and not a sprint.
In which geographic areas are you seeing the biggest growth, and why?
We are very much a multinational company with strong business interests in Europe, but we have a global outlook to our next phase of business development. Western Europe has always been very important for the group and has been our main historical area of focus. While Western Europe will remain an important part of our business in the future, our fastest-growing geographies today are outside West Europe, namely Central and Eastern Europe and North America.
We seek out market opportunities wherever they might be and where our core product categories have local consumer relevance and growth potential. China is a significant and important priority for the group in Asia. Following the development of the China market, the next likely steps for us in Asia are in Southeast Asia.
CHINA IS A SIGNIFICANT AND IMPORTANT PRIORITY FOR THE GROUP
What is your star product at IFA?
Our focus this year is once again on the high-end part of the coffee market, with the new Maestosa with double automatic coffee grinding technology and double cappuccino, and the new La Specialista high-end barista pump espresso machine. On top of these innovations. De’Longhi Group remains focused on our partnership with Nespresso and is presenting the new high-end GranLattissima Nespresso direct one- touch milk machine that is especially important for German, Northern European, and consumers who prefer milk-based coffee drinks. Kenwood will present a new entry-level kitchen machine, Prospero Plus, which refreshes the very successful entry kitchen machine ranges of the brand for new young users. Braun’s success in the ironing category will be further supported with new models in the successful Carestyle Compact range of ironing systems and with further models in the standard Series 3 and Series 7 ironing ranges.
How important is sustainability to the Group, and what are the key activities of note in this respect?
We are continuing to move towards a higher level of integration of key environmental, social and governance (ESG) factors into our mainstream reporting and our investment decision-making. We are measuring and understanding the sustainability performance of our organisation and this has, over time, strengthened our awareness of the importance of defining concrete actions consistent with our strategy to mitigate and improve our impact.
How important is IFA as a platform for networking and growing your business?
As the premier international industry event of the year, IFA is an important business platform. It is an opportunity to meet key industry stakeholders, showcase new innovations, and provides a valuable focal point for the industry.
> HALL 1.1, STAND 202
Photo: Paul Accornero, Group Chief Commercial Officer, De’Longhi Group