Lorenzetti, a new brand name in Brazilian sanitaryware

During its 93 years of history, the Brazilian group Lorenzetti has gradually diversified its industrial operations. In the 1940s it was a pioneer in the sector of electric motors with powers of up to 100 HP, then over the following decade it became the largest producer of electrical equipment in Latin America and launched the first electric showers, still today part of its core business.

The range was expanded over the years to include electronically controlled showers, gas water heaters, valves, water purifiers, taps, fluorescent and LED lamps, and plastic accessories for gardening.

But it was only very recently that Lorenzetti began operating in the ceramic sector. In June 2015, the group acquired a sanitaryware factory in Minas Gerais (Sanitex Sanitários Togni) and immediately planned a series of investments.

“Entering the sanitaryware market was a milestone in Lorenzetti’s history,” business director Claudio Lorenzetti told us. “Our goal is to become one of the top three manufacturers in Brazil.”

We discussed the strategies and actions that led to the achievement of this goal with Claudio Lorenzetti.

• Read the interview published on Ceramic World Review 119/2016