Emilceramica sets up Emil Major as joint venture in China

Jun 22, 2007

22/06/07 -Emil Major is the name of the new Chinese joint venture set up by Emilceramica, a leading Italian tile producer, and Major International, a well-known Chinese importer and distributor of high-end products.

Under the terms of the agreement, signed on 7 May by Emilceramica's managing director Sergio Sassi and Major International's chairman Richard Zuo, a chain of 20 Emil Major brand stores will be opened in the largest Chinese cities. The first two points of sale - one in Peking and the other in Shenzhen (the city on the border with Hong Kong where Major International is based) - will be operational by the end of 2007. These will be followed by a franchise chain in the smaller cities.

This important initiative was announced during a press conference given by Sergio Sassi together with Emilceramica sales director Maurizio Orlandi and the area manager for the Chinese market Leonardo Demuro.

"This Chinese launch is part of a strategy that we have been pursuing for years," commented Sassi. "We have found the right partner " a company that we have been working with for several years " which has astonished us with its professionalism, sometimes superior even to the levels we are accustomed to in the West. Both partners will contribute their key strengths to the venture: Emilceramica will supply its exclusively Italian high-end tiles and will look after merchandising, layout and overall coordinated image of the brand stores; Major International, the first importer of Italian tiles in China, will provide its commercial expertise and knowledge of one of the markets with greatest potential for tile consumption but at the same time one of the most difficult to approach."

Emilceramica has had a presence in China since 1995. It began its export activities in 2000, although until now the quantities sold had not been significant. "The creation of Emil Major aims to strengthen and stabilise our presence and the forecasts predict an average annual increase in sales of around 25%," explains Mr Orlandi.

Emilceramica closed fiscal 2006 with a consolidated turnover of 206 million euro, 11.5% up on the previous year. It has a production of 16.4 million square metres in six factories. The group has two international manufacturing operations, one with Dal Tile in Muskogee (Oklahoma, USA) and the other with Zeus Ceramica in Ukraine. Emilceramica exports its products to more than 80 countries and has an export share of 68%.