The Benincà Group continues to grow, recording an 11% increase in sales in the first half-year compared with the same period in 2018, a year which concluded with revenues of €38 million, 83% of which due to exports. And it is in the international markets that the Benincà Group is continuing to invest, as confirmed by the recent opening of the SYDNEY branch. “We had already been present in Australia for 10 years - explains Luigi Benincà, founder and chairman of the Group together with brother Aldo - through a retailer that also acted as a support centre, but we wanted to take the next step: the size of the country, together with a number of internal commercial dynamics, meant that we needed to strengthen our investment. We therefore decided to take on a direct commitment which will allow us to allocate greater resources to strengthening both the structure and the sales network and supporting marketing activities. Our goal in Australia is very ambitious: we aim to treble our revenues in the next four years, surpassing €2 million in terms of movement systems and €3 million also taking account of the synergies with the other Group companies”.
In fact, in technical terms the Australian market is quite idiosyncratic: as well as the strong demand for particularly fast motors, 90% of installations use self-supporting gates which, despite being fairly unusual in Italy, the Benincà Group is able to manufacture completely in-house with the range of its Hi-Motions brand.
A market with its own specific features, therefore, but also some similarities with the European market: “Geographically it is very far away but culturally speaking their mentality is similar to ours in many ways - explains area manager Roberto Casali who coordinates the activities of the Australian market, among others - and so it is quite easy to communicate with local operators, certainly much more so than in the Asian countries. The partner with whom we have opened the new branch already has 20 years of experience in the sector and our company already collaborated with various resellers. The branch was created primarily to guarantee optimum support in terms of stock and assistance because, due to the distances involved, shipments to Australia are slower and more expensive compared with those to Europe. The answer to this is the opening of a large warehouse facility in the country. A huge investment that an independent distributor would struggle to afford”. Hence the company’s decision to take direct action: “Also because Australia is growing both economically and in terms of its population - continues Casali -. And we too have plenty of scope for further growth, albeit while always remaining true to our philosophy of working with quality partners and only selling our products to industry professionals”.
SYDNEY is the 11th overseas branch of the Italian company which this year celebrates its 40th anniversary, joining those already present in Europe, the US and India. “And all of them - underlines Luigi Benincà - are tasked with optimising the management of the local markets in terms of sales and assistance, while production takes place in Italy”. Around thirty Benincà Group employees currently work in the international branches, joining the 120 employees in Italy.
