In the Iberia region (Spain and France), led by Manuel Montañés, the team recently presented several strategic projects at the Sales convention, including the collaboration with Lidl, the success story with Carrefour Spain and the start of a promising phase with Zara Home. At the commercial level, the objective is clear: to meet budgets, improve profitability and reinforce a differentiated value proposition.
Matteo Ciccarelli (Italy)
Which customers and collections had the best performance in Italy in 2024 and what lessons did you learn from these results?
Acqua & Sapone - drugstore chain - 980 stores. We convinced the customer to activate a long-term loyalty campaign alongside their existing cashback system. The cashback loyalty program (linked to the loyalty card) represents a clear and measurable cost for the customer, and is easily measurable for end consumers. Thanks to our collection, we achieved the following results:
- Strong reduction in customer investment.
- 25% redemption rate. This means that, thanks to our program, we changed the behavior of end consumers, convincing them to “use” electronic stamps to obtain our products instead of the standard cashback system.
What challenges do you expect in Italy by 2025 and how do you plan to address them (e.g. through new channels, price adjustments or portfolio changes)?
We have decided to reduce loyalty programs in the short term in order to reduce our investment in stock. To compensate for this reduction, we are increasing non-returnable sales with existing and new customers, increasing margins and optimizing the supply chain to achieve higher stock turnover.
Giulia Ravasi (APAC)
How did visits to the showroom in Guangzhou affect the number of new customers in the APAC region during 2024?
Our spacious and always up-to-date showroom in Guangzhou has been a great asset in attracting new customers throughout the APAC region, while strengthening relationships with existing ones. Its central location allows for easy visits from all over Asia-Pacific, facilitating frequent trips to explore our latest developments and newly launched products. In addition, Guangzhou's role as a major business center-especially with the twice-yearly Canton Fair-offers an excellent opportunity for many of our customers to visit the showroom as part of their business trip.
Which campaigns and products were the most successful in APAC in 2024 and what factors drove their success?
In the Asia-Pacific region, MasterPRO remains our most developed brand, although we have also focused significant efforts on expanding the distribution of Bergner and Benetton. Within MasterPRO, the Sigma, Odin and Sten collections have been very successful in South Korea and China, mainly through online channels and TV shopping campaigns. Casa Benetton has its own flagship store in Seoul, South Korea. Meanwhile, in Israel, we have focused on the Bergner brand, which is now available in all Carrefour stores in the country, and Benetton is preparing a seasonal campaign in Super-Pharm stores.
William Chan (APAC)
Which APAC markets showed the best performance in terms of revenue growth and customer acquisition in 2024 and what factors drove this?
2024 marked key milestones for Bergner in Asia, including our first loyalty program in the region and first sales in Indonesia. Growth in Southeast Asia is being driven by strategic partnerships with distributors. In Indonesia, we have successfully completed three loyalty programs with a premium supermarket chain, with a fourth in progress and a fifth in planning. Our Bergner, MasterPRO and San Ignacio brands are already present in more than 120 outlets, reinforcing our expansion and brand recognition.
How did you adapt your sales and marketing strategies to the particularities of these diverse markets, and what measurable objectives do you have for 2025?
Our strategy focuses on leveraging key partnerships to achieve market entry, expand distribution and execute customized loyalty programs. A multi-brand strategy ensures broad consumer appeal, while targeted in-store and digital marketing strengthens brand awareness.
Objectives 2025
- Expand into new APAC markets through partnerships with distributors and agents.
- Launch new loyalty programs with a variety of retailers
- Continue to offer world-class promotional and loyalty solutions.
Ziv Hen (Eastern Europe)
Which campaigns were the most successful in 2024 in the countries you manage?
The Naturally campaign in MOL Hungary stands out as one of the most successful.
Based on these results, what numerical targets have you set for 2025 in the region?
For 2025, I have set a target of approximately €800,000 for Hungary and €5 million for the whole region.
Mihaela Matei (Romania)
How has our growth in Romania evolved since the launch of Bergner Exclusive in 2023?
Since the launch of Bergner Exclusive in Romania, we have experienced remarkable growth, doubling our revenues in 2024 compared to 2023. This accelerated development has been due to a well-selected product range and strong partnerships with our existing customers.
Our goal is to achieve continued growth to become a market leader. To achieve this, we are focused on expanding our product assortment, maintaining competitive prices and increasing the visibility of the Bergner brand in Romania.
What specific steps do we plan in 2025 to foster customer loyalty and what numerical targets are we aiming for?
In 2025 we will strengthen relationships with retailers and deliver more value to the customer by:
- Adding new and diverse products to respond to market demand.
- Maintaining competitive pricing, with special offers, promotions and loyalty programs
- Building the Bergner brand by improving its visibility in physical and online stores
- Expand the sales team to attract more customers and grow the business.
Steven Wyffels (DACH and Northern Europe)
What impact did your 2024 commercial activities in the DACH region have on attracting new customers to Ambiente 2025 and increasing brand visibility?
Our commercial activities and increased visibility of the Bergner and MasterPRO brands in 2024 had a clear and positive impact on the number and quality of visitors, both existing and new, at the recent Ambiente 2025 trade fair. The increased recognition of our brands attracted a wider and more diverse audience, resulting in a significant increase in engagement, strengthening relationships with existing customers and generating new business opportunities.
Lidl is a key client in your region, how has this partnership evolved over the last three years and in which countries is it strongest?
Our collaboration with Lidl has evolved significantly, with a remarkable growth in sales volumes and presence in many European countries. This partnership has also allowed us to improve internal processes such as After Sales Service, Supply Chain and Quality Assurance. The complexity of this partnership has led us to refine our operations, gain efficiency and adapt to a constantly changing retail environment. The countries where Lidl was strongest for Bergner in 2024 were: Germany, France, Poland, Romania and Hungary.
Amit Bhargava (India)
Given that Bergner India operates in multiple channels, which one proved to be most effective in sales volume and profitability? How are you adapting your strategy to Indian consumer trends?
The General Trade channel (traditional stores) is our largest contributor in sales, showing the strongest growth and profitability.
It is followed by the Modern Trade channel, and then E-commerce.
Post-COVID, we have seen a resurgence in reliance on traditional and modern stores, driven by the tactile experience they offer. To capitalize on this trend, we focused on improving the in-store display and shopping experience.
Another key factor in our success is the constant launch of new products, which drives growth and generates excitement in the marketplace.
In addition, with convenience a priority in the modern lifestyle, Quick Commerce has emerged as a key trend. We are expanding our services in this channel.
By adapting to these trends and prioritizing product innovation, we are confident of maintaining our competitive edge in the Indian market.
What marketing initiatives, such as the collaboration with chef Vikas Khanna or influencer campaigns, were carried out in 2024 and what impact did they have on brand perception and sales?
In 2024, we launched several marketing initiatives to bridge the gap between online and offline channels. One notable collaboration was with chef Vikas Khanna, whose programs in key markets generated an overwhelming response among General Trade and Modern Trade store owners.
Recognizing the growing importance of social media, we effectively connected with our audience through various platforms. We also worked with local influencers, which gave us regional traction and amplified our brand voice.
In addition, our Dealer Meets played a pivotal role in bringing key retailers together in a conducive environment, where they were able to experience our products firsthand. These interactions translated into significant sales, demonstrating the effectiveness of our personalized approach.
These initiatives improved brand awareness, increasing recognition and affinity among our target audience, and also drove a significant increase in sales.
Arthur Santos (Latam)
LATAM has doubled its revenues in the last two years. What channels and actions were key to this achievement?
In Latin America, the key to success has been the relationship of trust we have built with our customers. Our commitment to service excellence, our ability to adapt to resolve adversities in an agile manner, and our focus on consumer needs have allowed us to consolidate a solid operation in the region.
In a highly competitive and price-focused market, Bergner has differentiated itself with a different strategy. Our company breathes innovation and generates the “WOW” factor that allows us to stand out from the competition. This opens up great opportunities to develop business with good margin, profitability and a solid focus on the financial health of the company.
Teamwork has been fundamental to generate synergies between market opportunities and our company's potential. I have a team that is highly committed to results and highly responsive to execute projects with the excellence that characterizes us.
I am proud to be part of Bergner. In Latin America, we are confident that the coming years will bring even more opportunities for growth and development for our company.
Amir Moghrabi (Middle East)
What sales trends and customer behaviors emerged in the Middle East in 2024 and which initiatives contributed most to these results?
The GCC population includes locals, South Asians, Europeans and other expats, each with unique cooking habits and preferences.
Many GCC consumers value premium, high-quality products and are willing to invest in durable and stylish cookware.
Growing interest in healthy cooking (e.g., non-toxic, non-stick and eco-friendly materials) influences purchasing decisions.
What specific numerical targets have been set for the region in 2025? For example, what increase in revenue or percentage of market share is expected?
Since we are a startup in the region, our current focus is to work with our current and new partners to develop a 3-year business plan, country by country.
Core strategy for Bergner in the GCC:
- Position Bergner as the consumer's preferred choice through innovation and brand/product recognition.
- Create a robust distribution of Bergner in all market segments to make products accessible to all.
- Position Bergner as a challenger in each market, capturing as much share as possible through value-added promotions and direct-to-consumer marketing
- Grow the brand by increasing sales
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