The Celli Group has announced the opening of three new branches in Germany, the U.S.A and Brazil.
Already present in the UK, and with further two branches in Singapore and Moscow, the Celli Group continues to invest in the draft equipment global market consolidating its leadership position and its brand identity, despite the current pandemic and economic setback due to Covid -19.
The new European branch, in Dusseldorf, which provides for the opening of offices and a logistics warehouse, is part of a strategic market in which the company has been present for some time in all product categories (beer, soft drinks and water). It is also where Celli already has a network of high-level commercial employees. Celli Deutschland will bring further added value to the Group's business, in particular by allowing it to offer a new range of products specifically designed for the German market. This includes the development of the Acqua Alma brand in the world of drinking water dispensing and the implementation of innovative technical assistance services that the Group offers.
The opening of Celli North America, in the state of New York, will support the acceleration of growth in the world’s leading beverage market. This will see Celli placed alongside the most significant multinationals in the sector as a strategic partner on technologically innovative projects. Thanks to commercial, logistic and production expansion plans, as well as technical assistance services, the American market will benefit from the high level of innovation of the Group's dedicated drinks dispensing solutions based on IOT systems and data analytics. This will work on proprietary algorithms already developed and consolidated in various countries around the world.
The third branch, Celli Latam, was opened in São Paulo in Latin America. This is a market in which Celli is already a leader. This opening in Brazil will give the Group an opportunity to be closer to its customers, guaranteeing support for structured growth, and will be managed by the Celli sales staff already present in South America. They will be able to rely on a consolidated network of distributors.
“We are going through one of the most difficult periods in our recent history” - said Mauro Gallavotti, CEO of the Celli Group – “but we are convinced that it is precisely in these times of crisis that it is necessary to invest in order to build competitive advantages for the future. It is a matter of vision and courage. International expansion has always been part of the Group's DNA and the opening of these three branches is a fundamental strategic step. The post-Covid 19 restart has only one pathway: to resume and continue to invest in sustainability. Consuming drinks dispensed is, and will continue to be, far more sustainable than the consumption of bottled drinks. And this is true at any historical moment, for all consumers all over the world ".
The Celli Group, leader in design, engineering and production of beverage dispensing systems for over 40 years, exports its products to over 100 countries around the world. The Group achieved pro-forma turnover of around 130 million euros in 2019, achieved thanks to strong growth, both organic and through acquisitions in Italy and the UK. The Group has also developed the most advanced IOT platform for beverage dispensing systems in-house, which allows you to remotely monitor the performance of all draught systems in real time in order to manage consumption and operation.
The innovative IoT platform Intelliwater for the remote management of installations is already used in the soft-drink and draft equipment. Through this technology, it is possible to monitor in real time the status of installations, consumption, offer management, promotions, prices and payments, promptly and effectively managing service and maintenance on all the machines installed. This is an efficient solution from a management stand point but above all from an eco-suistanable one. The use of microfiltered water installations, in fact, not only avoids the expensive bottling processes but also transportation and distribution costs. Celli is the high-quality, customizable and eco-sustainable brand of draft equipment dedicated to on-the-go beverage consumption.
Cosmetal, global leader in Italy and Europe in the manufacturing of drinking water dispensers, has the goal of revolutionizing how we consume water on the go, starting from the concept that the future of our planet depends on a more sustainable use of plastic by the beverage sector and by making single-use bottles obsolete. Now, this goal involves also the new Celli Group branches all around the world. The Group commits to revolutionize the drinking water consumption experience and digitalize the water consumption, by spreading a loud and clear high-impact message: “Don’t recycle, refill”. This is needed because recycling is no longer sufficient: more must be done through solutions such as refilling.
These company expansions follow the previous acquisitions of the Celli Group, which led to its great success. MF Refrigeration was the fourth acquisition in Great Britain for Celli, after those of ADS2, specialized in the design of custom and design columns for beer tapping (2015); Angram Ltd, a Yorkshire company specializing in the production of traditional pump dispensing systems for beers, purchased through ADS2 (2017); FJE Plastic Development Ltd, an English company specializing in injection molding whose systems allow a controlled use of recycled plastics (March 2018). Then, in 2016 Celli took over Cosmetal, the Marche-based company specializing in the production of solutions for the supply of drinking water.
To plan, manage and deliver all of the new complex projects will be a real challenge, but the strong determination shown by our teams around the world encapsulates our belief that success requires us to think big, act decisively and face challenges head on
The new Group identity is getting stronger and the Company is perfectly placed to respond to all of the challenges and opportunities ahead.