Strategic training and expansion abroad for Pettenon

"We anticipate a positive trend in our operational and financial performance with a 5% increase over 2024 - which ended with a consolidated turnover of 178 million euro - in line with the market's forecast growth. A goal that we are counting on pursuing if the macroeconomic context and market dynamics remain in line with expectations": Luigi Ambrosini, CEO of Pettenon, a Veneto-based company active in the professional hair care sector with brands such as Alama Professional and Fanola, is optimistic despite the uncertainties of the global markets.

"67 per cent of our turnover comes from foreign markets, with an established presence in more than 100 countries,' the CEO continues. 'Our strategy aims to further strengthen this international expansion through targeted growth and consolidation operations, starting with our positioning in Europe.

The domestic market remains a key pillar for the company, but it is also investing in key markets such as France, Spain and Germany. "The United Kingdom, where we already operate, represents another strategic country for further expansion, as does North America, where, although we have a consolidated presence, we have outlined a strategic growth plan to expand market share," adds Ambrosini. "We are also looking carefully at the Latin American and Apac regions, territories with high development potential, for which we are drawing up a structured plan aimed at a progressive and targeted entry, in line with our global expansion path.

On American duties, the CEO comments: "The Italian cosmetics sector has been growing steadily in the United States, with exports exceeding 7 billion euros in 2023, marking an increase of 20% over the previous year. This figure confirms the high demand and appreciation for made-in-Italy beauty products, elements that will continue to represent a competitive advantage even in a context of increased protectionism. The introduction of duties by the Trump administration could change some trade dynamics, but our solid positioning and adaptability would still allow us to identify new growth opportunities. We closely monitor the evolution of tariff policies and are ready to respond with targeted strategies, strengthening our presence through strategic partnerships and the reinforcement of local operational capacities. Our financial strength and orientation towards innovation allow us to tackle challenges with a proactive approach, focusing on efficiency, differentiation and greater proximity to customers. In addition, our commitment to sustainability and high product quality are key values that are increasingly recognised and appreciated by the American market'.