Baxter leverages the strength of the end-to-end model

Design as an industrial lever and not just a product. It is on this assumption that Baxter, a company based in Lurago d'Erba (Co), has built a model that integrates production, design consultancy and services. The model, defined by the company as "end-to-end", "has a direct impact on both revenues and margins, since it allows," say the company, "to oversee the entire value chain and offer highly customised solutions". In this context, "each showroom and exhibition space is conceived as an immersive environment, where the customer experiences and develops a deeper relationship with the brand".

Among the main growth factors, Baxter cites the demand for customised solutions, the relationship with designers and expansion into international markets, as well as research into materials. Spaces such as the villa 'The House on the Lake', designed for networking with operators in the sector, are also part of this logic; at the same time, "every collaboration," say the company, "contributes to enriching the product portfolio and intercepting new customer segments". As in the case of the recent partnership with Chen Lin, a leading figure on the Chinese design scene.

Geographically, China is one of Baxter's target markets, along with Europe and North America, with new direct openings in Shanghai, London and New York. The company notes that "recent international tensions are generating a climate of uncertainty that may translate into a slowdown in projects, both in the residential and contract sectors", not without hoping for a "repositioning of the high-end segments where quality and brand strength remain crucial".

Among the tools used to support sales and design activities, Baxter's digital library provides access to materials, finishes and configurations and 'has increased the conversion rate of projects and strengthened the relationship with designers and customers'.