The Celli Group has announced the opening of three new branches in Germany, the U.S.A and Brazil.
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.
In June 2015 Celli acquired the English Group Ads2, specializing in the design of customized and design towers for beer draught. Ads2 is able to offer a comprehensive expertise to create product customization and achieve the highest brand distinctiveness. Many elements contribute to the creation of an effective and impactful image: bespoke taps, creating glasses and merchandising and choosing the tower design. With Ads2, the Celli Group becomes the player to be selected to indissolubly link the brand strategy of the most important beverage companies (Heineken, AB InBev, SABMiller, etc.) with a product able to ensure an unforgettable drinking experience. By acquiring the British group ADS2, Celli intended to address one of the most important need of its customers – enjoy the best brand experience. The perfect drinking experience starts with a performing tap: choose the right beer cooling system, beer dispenser and beer tap among the wide range by Celli Group.
In May 2017, the Group acquired Angram Ltd, a British company with over 40 years’ experience in designing and manufacturing the finest-quality beer engines, beer towers, beer faucets handles and more for cask, beer and cider brands: the Company mission is to help them to look better, perform better and stand out from the crowd. Angram dominates the UK market with its knowledge in pump draught for ales. A talented and highly skilled team with over 50 employees, a sales, manufacturing, storage and distribution centre exceeding 3,000 m² in Thirsk – the Angram site in Northern Yorkshire that it’s entirely dedicated to the manufacture of both traditional, custom and free-flow cask pumps – and a customer base including some of the most prestigious names in the world of draught and English pubs. Moving production to a dedicated site is the first step towards optimising flows, with special focus on a product that keeps writing the history of beer worldwide. Some of the Angram is also synonymous with 'beer engine', that is to say the most traditional among draught beer systems, since it has been manufacturing beer pumps for ales with the cask system for a very long time now.
Lastly, in March 2018, Celli acquired FJE Plastic Development Ltd, an English company specialized in injected plastic moulding, vacuum forming and graphic customisation; three critical processes for the manufacturing of many components of Celli dispensing systems. FJE has recently introduced the use of recycled plastic to become environmentally sustainable and to give our customers the chance to develop projects of circular economy, transferring part of their discarded products into new components that take on a new life. The integration of FJE establishments allowed the strengthening of the Group’s industrial organization in the United Kingdom with benefits also for the Italian manufacturing plants, the consolidation of the vertical integration strategy, already widely in place with the LAM subsidiaries, specializing in metal sheet working, and ADS2 Print Division, but also the possibility manage directly a critical working process, as plastic moulding.