Simonelli Group expands into the Middle East

January 31,2024 0 Rita Ghantous

Simonelli Group is advancing its international footprint with the establishment of a new branch office in Dubai. Notably, the strategic move aims to solidify the company’s presence in the Middle East and enhance its services in the region.

In addition, Simonelli Group ME participated in the World of Coffee event held in Dubai from January 21 to 23. The company’s representatives utilized this platform to showcase the latest products and technologies from Victoria Arduino & Nuova Simonelli. Consequently, the participation reinforced the brand’s commitment to staying at the forefront of the industry.

Moreover, the branch is positioned as a key reference point for sales, technical support, and educational services across the Middle East. Additionally, it will offer their clientele in the region access to their expertise.

Furthermore, the exciting aspect of the expansion is the incorporation of an experience lab within the Simonelli Group Middle East office. This dedicated space offers a hands-on environment for exploring the latest innovations of Nuova Simonelli and Victoria Arduino. Moreover, this experiential setup allows customers, enthusiasts and professionals to interact with cutting-edge coffee-related products and technologies. Thus, fostering a deeper understanding of the brands’ offerings.

“The location of the Simonelli Group Middle East office underscores its accessibility and convenience for clients in the region. It furthermore highlights its commitment to becoming a knowledge hub in the vibrant Middle East coffee culture. As Simonelli Group continues to grow and innovate, the Middle East remains a focal point for its global strategy. Notably, the company is driven by a commitment to excellence in coffee solutions and customer support. New scenarios need new strategies. This allows us to be dynamic and reactive to clients’ requests as we distribute to over 100 countries worldwide,” said Marco Feliziani, CEO of Simonelli Group.

He added: “We decided to open in Dubai, after Melbourne, London, Lyon, Singapore and Seattle. The reason is our human-oriented relationship with the market. This consequently generates new market insights that are vital to innovation and that digital affinities cannot guarantee. Furthermore, branch offices allow the company to respond rapidly to the constant and fast-paced changes the market throws in our direction. Best wishes to Federico Ortile, GM of Simonelli Group Middle East, and his team, for their contributions to coffee industry growth through innovation and sustainability.”

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About author

Rita Ghantous

Publication Executive

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.