{"id":13353,"date":"2019-06-17T09:06:43","date_gmt":"2019-06-17T09:06:43","guid":{"rendered":"http:\/\/www.staging.detergo.eu\/?p=13353"},"modified":"2020-02-27T11:37:46","modified_gmt":"2020-02-27T11:37:46","slug":"cover-story-ironing-by-battistella-from-small-repairs-to-the-conquest-of-emerging-markets","status":"publish","type":"post","link":"https:\/\/www.staging.detergo.eu\/en\/cover-story-ironing-by-battistella-from-small-repairs-to-the-conquest-of-emerging-markets\/","title":{"rendered":"COVER STORY — Ironing by Battistella, from small repairs to the conquest of emerging markets"},"content":{"rendered":"

The Curriculum Vitae of Battistella B.G. is a story of a Made in Italy ironing\u00a0<\/strong>business that starts the activity in the mid-\u201970s at a small artisan lab to become\u00a0<\/strong>one of the main players in international markets today. Battistella\u2019s products\u00a0<\/strong>range from semi-professional boilers to toppers, from finishers to presses and last\u00a0<\/strong>generation ozone sanitizing cabins<\/strong><\/p>\n

The story of Battistella B.G. from Rossano Veneto reminds us of David and Goliath story. A small business able to challenge consolidated ironing\u00a0The story of Battistella B.G. from Rossano Veneto reminds us of David and Goliath story. A small business able to challenge consolidated ironing equipment producers and internationally known\u00a0brands through the creation of commercial spaces and important margins of growth by searching for, and eventually,\u00a0conquering the emerging markets.
\nThe identity card of this company is simple and linear. It\u00a0was founded in May, 1975 by Mr. Guerrino Battistella (who\u00a0is a pensioner today but available in case any necessity\u00a0arises). The business he had previously worked for faceda serious economic crisis so Mr. Battistella actually found\u00a0himself having to think his professional career over. As a result, the new entrepreneurial adventure he decided to start\u00a0was in line with the typical \u201cspirit\u201d of small businesses at\u00a0their early stages. The very beginnings were made of simple reparations but the business also designed and realized\u00a0small artisan, yet essential machines: metal sheet bending\u00a0machines and shears.
\n\"\"Rossano Veneto is a small town based among the Provinces of Vicenza, Padova and Treviso. During the second\u00a0half of the \u201970s, the territory developed into a rich and fertile place thanks to the presence of a few big names like\u00a0Benetton, Stefanel and Diesel that triggered a multiplying\u00a0effect and a production growth of the entire area like never\u00a0before. A few thousand improvised labs were set and scattered over the territory. They were based inside warehouses, hangars, basements and garages so that the entire\u00a0productive machine continued to work.
\nThe Venetian district of apparel, however, at some point,\u00a0started facing the\u00a0 consequences of the Berlin Wall fall and\u00a0the end of the communist regime in the satellite countries\u00a0of the Soviet Union. The historical change brought the alteration to the market interests: Eastern Europe became an\u00a0attractive land for some businesses due to the low cost of\u00a0labor there. At the beginning of the \u201990s, what was left from\u00a0the Venetian textile district amounted to almost nothing\u00a0Battistella B.G. decided to manage the unpredictable crisis by turning to foreign countries. The difficulties followed\u00a0soon enough. The market requested different models with\u00a0many diverse specifications, so it became necessary for\u00a0the business to transform into a bigger organization in order to meet the demand.
\n\"\"In Europe, Battistella B.G. focused on Germany first, whereas as far as the non-EU countries go, it was crucial for\u00a0the company to avoid markets where stronger competitors\u00a0had already been present: this is how Battistella B.G. started its business adventure in Africa, particularly in Egypt.
\nThe challenge was to align with the market needs. Initially, Battistella B.G. entered the foreign markets cooperating\u00a0with more structured companies of the sector. Then, in the\u00a0beginning of the 2000s, the business started to enlarge its\u00a0product range so that it could start running independently.
\n\"\"At first, it designed generators, then, it moved on to the\u00a0production of more advanced spotting tables.
\n\u201cWe were late if compared to our competitors, yet we made\u00a0great strides\u201d says the owner of the company, Daniele Battistella who inherited it from his father, Guerrino. \u201cIt is clear\u00a0that when we entered the international markets, distributors, importers and sales agents had already established\u00a0consolidated relationships with other businesses. As a re
\nsult, we had to act autonomously\u201d.<\/p>\n

The owner of the company adds, \u201cwe are very careful\u00a0about our products and we constantly develop and improve our machines in which we believe strongly\u201d. The mindset\u00a0formed by everyday work and devoted to details. Yet, it is\u00a0always the market, Battistella explains, \u201cthat pushes you\u00a0towards a precise direction\u201d.
\nToday, Battistella B.G. can count on an extraordinary range\u00a0of products. CIRCE, a shirt finisher (capacity: 40 shirts per\u00a0hour) constitutes a crown jewel of Battistella B.G. and it distinguishes itself from other products of this type by its compact\u00a0design. \u201cOur Circe, says Michele Battistella, Daniele\u2019s son, takes about 30% of space less if compared to similar products.
\nSuch factor is not to be underestimated by a traditional laundry shop where the available room is often an issue\u201d.<\/p>\n

“CIRCE,<\/strong>
\n a shirt finisher<\/strong>
\n is the top end of<\/strong>
\n our production”<\/strong><\/p>\n

Michele Battistella moves on to the illustration of EVA, a\u00a0non-heated ironing table equipped with a 10-liter boiler: the\u00a0last generation version of the classic ironing board. \u201cIt is our\u00a0personal battle to update the laundry world. Enough with\u00a0the \u201880s tables with their 4 buttons placed there…\u201d. Apart\u00a0from the interactive touch screen, the greatest news is the\u00a0non-heated steaming. \u201cOn average, a classic, good quality\u00a0ironing steaming table uses up from 10 to 12 kW of energy.
\nOur patented system uses up about 5-6 kW. Again, an important value for a traditional laundry that is always looking\u00a0for ways to reduce consumption\u201d
\nThen, there is GEA \u2013 PRO, an ozone sanitising cabin with\u00a0its slogan \u201cThe Evolution of Ozone Sanitiser\u201d. \u201cWe have li\u00a0stened to our clients who complimented on the product\u2019s\u00a0efficiency but they complained about the time of action it\u00a0takes. My knowledge of ozone came in handy (chemical\u00a0expert) so that we could work on both the reduction of the\u00a0action time and the improvement of the machine\u2019s efficiency. The internal system (let us not explore the details of\u00a0 the professional secret) allows to obtain an extremely high\u00a0quality results within just 10 minutes\u201d.
\n\"\"Finally, we cannot forget to mention SIRIO, a pneumatic\u00a0pants finisher. It has been another crown jewel of the business over the last years. \u201cIt is a topper for pants finishing\u00a0It has been equipped with a smart touch screen that recognizes the size of the trousers to finish. Its added value is\u00a0its compact and light design. It does not take a lot of space and its light weight is quite relevant for the laundries that\u00a0need to move it inside the laundry\u201d.
\nThe organization of the company has undergone some real\u00a0changes at Battistella B.G. \u201cOver the last 6 months, we\u00a0have activated an innovation and simplification process for
\nlogistics and the warehouse. We have introduced \u201cAmazon\u201d, a model where everything is organized on time. When\u00a0an order comes, it takes us seconds to assemble, test and\u00a0send a machine\u201d, adds Michele Battistella.
\nThe company exports its products to almost every Europe\u00a0an country, to the north of Africa, the Arab states and South\u00a0America.
\nThe \u201cfamily portrait in a company\u201d, as it happens in case of\u00a0entrepreneurial teams at every generation passage (grandfather, son, grandson), is therefore reflected by a new\u00a0and vigorous innovative leap: the last one took place three\u00a0years ago when Michele Battistella (one of Daniele\u2019s sons)\u00a0thoroughly changed the company communication ways. It\u00a0is now characterized by an accurate and systematic use\u00a0of social networks, and by the commercial product enhancement. \u201cToday, orders come through WhatsApp. We are\u00a0trying to guarantee our total availability. Today, the added\u00a0value for companies is not really reflected by the Italian territory as much as by the new, foreign and developing markets, still not overstocked with goods. Above all, it is Africa\u00a0that represents a more and more interesting market for the\u00a0apparel finishing sector today\u201d, explains Daniele.
\nIn 2015, Battistella B.G. celebrated its 40th anniversary and\u00a0proudly dedicated that day to \u201cthe company history\u201d recalling all the passages that had led to the success of the business. In 2020, Battistella B.G. will celebrate its 45th anniversary. The event, a real technical celebration, will include\u00a0workshop sessions on various topics allowing the clients to\u00a0discover the secrets of the machines and the best possible\u00a0way to operate them.<\/p>\n

 <\/p>\n

“Battistella B.G.<\/strong>
\n exports its\u00a0products\u00a0to Europe,<\/strong>
\n the Arab states,\u00a0the north<\/strong>
\n of Africa and\u00a0South America”<\/strong><\/p>\n

\"\"<\/p>\n

The evolution of Battistella B.G.\u2019s work method can be framed by one single image: next to the engineering design\u00a0office there is the artisan work station of Mr. Guerrino who\u00a0intervenes every time a new machine project, visualized in\u00a03D, needs to be customized or worked manually. The reflection of a company symbiosis that knows how to combine the tradition and the future perfectly. \u2022<\/p>\n

 <\/p>\n

\"\"BATTISTELLA B.G. S.r.l.
\nVia Bessica 219
\n36028 Rossano Veneto (VI) – Italy
\nTel.\/Ph. +39 0424 549027
\ninfo@battistellag.it www.battistellag.eu<\/p>\n

by Marzio Nava<\/p>\n

Detergo Magazine June 2019<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The Curriculum Vitae of Battistella B.G. is a story of a Made in Italy ironing\u00a0business that starts the activity in the mid-\u201970s at a small artisan lab to become\u00a0one of the main players in international markets today. Battistella\u2019s products\u00a0range from semi-professional boilers to toppers, from finishers to presses and last\u00a0generation ozone sanitizing cabins The story […]<\/p>\n","protected":false},"author":3,"featured_media":13347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1421,458],"tags":[1205,1204],"class_list":{"0":"post-13353","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cover-story-1","8":"category-topnews-en","9":"tag-from-finishers-to-presses-and-last-generation-ozone-sanitizing-cabins","10":"tag-semi-professional-boilers-to-toppers"},"_links":{"self":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/13353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/comments?post=13353"}],"version-history":[{"count":7,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/13353\/revisions"}],"predecessor-version":[{"id":13427,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/13353\/revisions\/13427"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media\/13347"}],"wp:attachment":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media?parent=13353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/categories?post=13353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/tags?post=13353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}