Berkel, 2020 turnover exceeds 19 million euros
+ 20.6% first two months of 2021; target + 50% in 5 years
Berkel, the historic brand of slicers acquired by the Rovagnati Group since 2014, closes 2020 with a growth of 6% in turnover, which reaches over 19 million euros despite the difficult situation in the Horeca sector at an international level and the losses in turnover suffered during the 2-month lockdown. The growth in turnover was driven by the great success of the consumer range (slicers and knives, the latter products in the Antiche Coltellerie di Maniago plant in Friuli), which recorded + 30%, and that of Volano, the company's historic and iconic product, which + 12%.
Stefano Giubertoni, general manager of the company since February 2020, explains the reason of success: “Covid has accelerated a trend that has been underway for some time, which is taking place across the world. You experience the house much more, and inside the kitchen the privileged place is, on which many have concentrated their investments. In this context, the slicer market has an important space for growth and our products represent not only the top of the range in terms of performance, but also an option to embellish the place thanks to their iconic design". In addition to the presence of the brand in the most prestigious kitchen and furniture stores, there are two factors that have contributed to the growth: the first is the internationalization of the business as Berkel is present in 92 countries around the world; and the second is digitization, as Berkel strongly focuses on e-commerce, both with its own site and with the sites of retail customers and many new players exclusively present in this channel.
The goal for 2021 is a 10% growth in turnover, both confirming the success of the Volano and Consumer sectors, with great market innovations in the slicers and knives sector, and thanks to the recovery of pre-pandemic levels of the professional world. Berkel will also support growth through major industrial investments in the factories of Oggiona Santo Stefano, where the Volano and professional slicers are produced, of Chennai, where the consumer slicers are produced, and of Maniago, where the production of cutlery takes place. Partnerships in the field of institutional communication and market positioning also play a strategic role, to support the brand and its development strategy, with the aim of growing by 50% over the next 5 years.
EFA News - European Food Agency