Just three months after officially joining the Board of EDRA-GHIN (European DIY Retail Association / Global Home Improvement Network), the work of Sabrina Canese (President of Assofermet Ferramenta and managing partner of Canese Dante Srl) and the Association’s Technical Committee is already yielding concrete results and opening up new perspectives for the Italian market on an international level.

‘Even though the Board has not yet officially met in its entirety — the meeting is set for Amsterdam at the Global DIY Summit — the network has already swung strongly into action,’ explains Sabrina Canese. ‘Our presence in EDRA is the recognition of a structured path that Assofermet embarked on years ago: today, our international presence is organized and, above all, authoritative.’

THE ITALIAN MARKET IN THE SPOTLIGHT OF GERMAN MANUFACTURERS

One of the first significant activities was the strategic meeting with the German manufacturers’ association HHG (Herstellerverband Haus & Garten). Together with Michele Raselli (CEO of Machieraldo and Assofermet member), Sabrina Canese presented the dynamics of the Italian market to an audience of thirty leading German companies in the Garden and Homeware sectors, all eager to expand in our country.

The meeting provided clarity on a reality that is often little known abroad: the specific nature of Italian distribution. ‘We explained how our market is structured, the number of retail stores, and the profound differences between the North, Center, and South,’ the President emphasizes. The focal point of the presentation was the decisive role of wholesalers: not just logistics hubs, but true financial and strategic pillars, capable of selecting products and providing capillary support across the territory. Interest from foreign manufacturers was extremely high, with an explicit request to connect with Assofermet members to launch new collaborations.

HEADING TOWARDS HIMA’S 25TH ANNIVERSARY

Another strong signal of Italy’s new central role is the invitation received by Sabrina Canese for the 25th anniversary of HIMA (Home Improvement Manufacturers Association). This is a prestigious invitation that confirms Assofermet’s role as an essential interlocutor for the European industry.

The goal for the coming months is clear: to continue ‘explaining’ Italy to Europe. Italian distribution has unique characteristics that, when properly communicated, represent added value for international partners. Thanks to Assofermet’s work, Italy is no longer just a market to be observed from afar, but a cohesive system ready to engage with major global players. ‘There is still a lot to do,’ concludes Sabrina Canese, ‘but the feedback received so far confirms that we are on the right track. Many foreign manufacturers now look to Assofermet as the privileged gateway to understanding and successfully operating in our market.’