Retail Observer

RETAILOBSERVER.COM JUNE 2024 18 E lica showed itself to the world with an ambitious strategy and a precise mission – to play a leading role in the global cooking market. The launch and consolidation of this evolution are supported by significant product innovations, a renewed brand identity, and an investment of more than 40 million Euros over three years. This marks a turning point for the Fabriano-based Group – already a global leader in kitchen extraction systems. Main Focus: R&D and marketing activities, aimed at achieving revolutionary results in the field of cooking appliances. "After the first fifty years of operation in air extraction, thanks to which we have earned the trust of our stakeholders and customers, we decided to reinvent our business by entering the world of cooking. This journey began back in 2016, when we launched the NikolaTesla extractor hobs line, which today is heightened by even more cutting-edge strategies and products," said Elica Chairman Francesco Casoli. "Our historic attitude to challenge the ordinary has led us back into the game, with the clear aim of becoming a key player in the sector. Once again, we provide the market with beautiful, functional, user-friendly solutions driven by creativity, technological innovation, and design – and propelled by our Italian know-how which is still an important value adding factor that is highly appreciated internationally." This is a breakthrough decision made by the worldwide present white goods manufacturing company, which proudly possesses Italian capital. Called from now on to compete with the major foreign players, Elica keep growing their product lineup offering with more cooking and refrigeration products in various markets. "We have never given up on developing innovative kitchen solutions capable of attracting an increasingly demanding consumer base," said Elica's Chief Marketing Officer, Marco Garbuglia. "We have worked tirelessly to expand our product line since the design of our first extractor hob. We are and will always be ready to amaze and surprise our customers and partners worldwide." Elica's rebranding strategy begins with a new logo, which draws on the essence and soundness of Elica's first brand identity which has now evolved into a full-impact, future forward visual element. A new color palette and undeniably rigorous shapes tell Elica's story in a one-of-kind unmistakable way, capable of encapsulating core values like creativity, design, and innovation. Elica's new Extraordinary Cooking payoff takes the company out of the ordinary to embrace the extraordinary. Elica likes to think outside the box to create beauty and value, by anticipating market trends and sparking new ideas, opportunities, and experimentation every day. Among the many novelties of 2024, Elica has also signed a sponsorship with Ducati Corse, a company that shares its pursuit of excellence and genuine spirit of innovation, with an ambition to succeed in challenging the ordinary. This will allow the brand to reach a global and increasingly growing public, as its name will be placed on the motorbike's fairing and on the overalls of both Bastianini and two-time world champion Bagnaia in the MotoGP 2024 championship. ELICA AND COOKING: A NEW POSITIONING DRIVEN BY INNOVATION, CREATIVITY AND DESIGN The Fabriano-based company marks an important step in its advancement, thanks to a new positioning, revolutionary products, and a fully revised brand identity. All on show at Eurocucina2024 (Milan, Italy) M A N U F A C T U R E R [ N O T E S ] RO

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