fsgds
KNOWLEDGE LEADER
Forward focus
Gruppo Cimbali General Manager Enrico Bracesco talks about plans for the company’s first Australian subsidiary and why it intends to stay close to the market leaders.
E
DETERMINED TO DELIVER Enrico Bracesco became the new General Manager of Gruppo Cimbali on 1 September 2021. He will lead the company process of renewal and development, which includes entering new business sectors, diversifying the produce range, opening an e-commerce channel, and rebranding all brands.
22
beanscenemag.com.au
nrico Bracesco describes the past year as “a challenging and thrilling adventure”. In many ways, the newly appointed General Manager of Gruppo Cimbali says the year of reflection and preparation is just what the company needed to strengthen the value proposition of its four brands – Slayer, Cimbali, Faema and Casadio. “We reflected upon who we are, what we have been doing well, what we have been missing, and how to project new trajectories and capture new trends,” Enrico says. Now, with a solid investment platform for each brand in distinctive markets, Gruppo Cimbali is ready to diversify its product range and services, and open its first Australian subsidiary from Q1 2022. “The reason why we’re investing in the Asia Pacific, starting with the opening of our Singapore subsidiary in 2018 and then the Australian head office in Melbourne, is because we recognise the high potential of the markets we want to remain closely connected to. We want to better understand cultural trends and industry insights to integrate them into our product development,” Enrico says. “Typically, very interesting trends originate in Australia or Korea that then extend all over the world. We want to stay ahead of the game, and you do that by standing connected to market leaders.” Previously, Gruppo Cimbali has been present in the Australian market with three of its four brands – Slayer, Faema and La Cimbali – occupying completely different routes to market through distributors, roasters, or local agents. Enrico says all access points will
