It might seem like an unreachable goal on paper to sell heat in the Black Continent. However, Radiatori 2000 from Ciserano, part of the Fecs group headed by Olivo Foglieni, has been developing a winning campaign in Africa for several years. Sales in Tunisia, Algeria, and Morocco (as well as in the Middle East) are growing at exponential rates. However, Radiatori 2000 from Ciserano, part of the Fecs group headed by Olivo Foglieni, has been developing a winning campaign in Africa for several years. Sales in Tunisia, Algeria, and Morocco (as well as in the Middle East) are growing at exponential rates.
Nearly nonexistent three years ago, revenues from the sale of aluminium radiators for residential heating in the region reached 1.9 million in 2013 and 2.8 million last year. ” Thanks to partnerships with major importers, we have always focused on exports, so much so that in 2014, 85% of our turnover (80 million, +3% YoY) came from exports,” says Arianna Scaravaggi, CEO of Radiatori 2000.
“We initially focused on Eastern Europe, but today we reach 41 countries, from Argentina to Siberia.” Founded in 2000 in Brescia, the company moved to its new facility in Ciserano three years later, and today employs 120 people, both directly and indirectly.
Around twenty of these employees were hired last year, confirming the increasingly ambitious goals. This also applies to Africa: “Unlike what’s happening in Italy, the construction market there is expanding rapidly, and today all new mid-range homes include heating,” continues Scaravaggi. “This is also because the climate has changed in recent years, and especially near the sea, there are significant temperature fluctuations.”
However, to continue growing, even in more “alternative” markets, continuous innovation is needed. This is why the company is developing a new patented system that includes the addition of a fan to the radiator: “We’ve called it the ventilradiator,” explains the CEO. “It will allow us to work at very low temperatures, while still delivering high thermal performance, 50% higher than traditional standards. The new technology is already used in our ‘Vulcano’ product, available since September, and it will soon be implemented in other models in our catalogue.”
In addition to traditional radiators, the company also sells high-end design radiators through the Ridea line, which was launched five years ago and now has a niche market. In 2014, Ridea accounted for 5% of the company’s revenue.
All Radiatori 2000 products are made with recycled aluminium from cans, using a verticalized process. Stemin in Comun Nuovo (also part of the group) processes waste and transforms it into raw materials, which Radiatori 2000 uses to create radiators or aluminium ingots (the latter are marketed by Imt Italia). “In 2015, we want to continue growing,” concludes Scaravaggi.
“Especially in Europe: new opportunities are opening up in the Netherlands and Scandinavia, as well as in Spain, a market that is starting to grow again.”
Fabio Spaterna