HIGHLIGHT OF THE MONTH
Preempting Market Needs: Mirodur’s Forward-Looking Vision From an interview with Marco Vitelli, Massimo Vitelli, and Riccardo Vitelli
© Mirodur
Mirodur factory in Aprilia (Italy).
T
he world of paints and coatings has
Belgian company that had developed a paint
in industrial paints, producing water and
always been extremely competitive
used to protect mirrors. Hence the name
solvent-based liquid coatings for both the
and carving out a place for one’s own
Mirodur, from “miroir durée”, referring to
heavy industry and the general industry. Our
company in this environment is no easy
the durability of mirrors guaranteed by this
production area extends over 15,000 m2, of
task. Italian firm Mirodur has managed to
coating. They started producing this paint in
which 8,000 m2 are covered. Besides coatings,
do so thanks to its ability to innovate and
a small factory on the outskirts of Rome and
we have developed our Miromix colour mixing
preempt the needs of the sector through both
they were immediately successful, especially
systems with converters and colouring pastes
new technologies and new products, thus
because this sector did not exist in Italy at the
of our own production. This has allowed us to
establishing itself in the international market
time. This opened up new growth prospects
collaborate with several retailers, which are
and getting included on the vendor lists of
for our father and uncles, thus enabling them
increasingly crucial for the quick distribution
leading companies such as Gazprom.
to move to a larger factory in Pomezia. The
of small batches especially at a time when all
ipcm had the opportunity to interview two of
range of paints offered was also extended to
companies tend to stock less.
the three generations carrying on Mirodur’s
include industrial coatings. In 1982, it became
Massimo Vitelli: Another business branch
story: Marco Vitelli and Massimo Vitelli, sons of
necessary to move to an even larger building
that is very important to us and that has
one of the company’s founders and its current
in Aprilia, which is still our headquarters today.
contributed to the reputation of Mirodur is
directors, and Riccardo Vitelli, its marketing and
In 2016, finally, we acquired the industrial
the design and production of our Turbomill
communication manager, belonging to the third
branch of Turin-based Albesiano-Sisa Rossi,
devices. More than thirty years ago, we
generation of the family.
bringing its production operations here to
patented a paint production machine, which
Aprilia.
we decided to market in the 1980s: since
®
How was Mirodur created?
then, we have sold more than 1,500 Turbomill
Marco Vitelli: Our father, Ugo, together
How is Mirodur now?
devices in over seventy countries around
with his brothers Mario and Renato, founded
Marco Vitelli: Nowadays, we no longer
the world, both to small and medium-sized
Mirodur in 1957. They bought a patent from a
deal with the glass sector, but we specialise
firms and to multinational companies. It is an
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N. 69 - MAY/JUNE 2021 - international PAINT&COATING magazine
