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Strategic corporate partnership signed for the development of the prestigious Middle East market
X-BIO, a central project in Buoninfante growth strategy and a brand that makes of quality, innovation, design, Made in Italy and service its core elements, after the great consensus obtained by 99% of Italian consumers who chose and awarded it as Elected Product of the Year 2023, X-BIO continues on its international development path and enters the Dubai market.
It does so through the new Dubai-based Sleep Tech company dedicated to the development of the Emirates market, in which Gruppo Industriale Buoninfante s.p.a., parent company of X-BIO, will have a direct stake, through its Hong Kong-based subsidiary Buoninfante Asia Pacific, and an operational role in the business development plan in the UAE and throughout the Middle East.
Dubai represents another step in the brand's internationalization process, which has already seen the expansion in the markets of Malta and France in Europe and China in Asia. Next steps will be Hong Kong (soon to be launched), the U.S., Brazil and of Belgium and Germany in Europe.
"The digital transition is now evident, both in sales channels and in operational processes. Also, consumers are increasingly demanding in terms of product but also in terms of service and ability to follow changes in lifestyle and purchasing patterns, combining quality, innovation, service, efficient and fast logistics. Therefore, a vertical and integrated supply chain is needed, linking production and end consumer. X-BIO's business model is the synthesis of these principles, to which are added the glocal approach and the integration of offline and online," says Enzo Buoninfante, CEO of Gruppo Industriale Buoninfante. "Internationalization, which finds in this new partnership a further step forward, is a great test for our company, which has already undergone a strong change related to acting and, above all, thinking "digital." The new partnership signed today, which includes direct involvement in the Dubai market alongside an important and historical local player, testifies to our direct commitment to the market and the will to continue in the application of the glocal modus operandi, strongly based on understanding and adapting to the specificities of the local market. Dubai is a demanding, selective and very competitive market and maximum efforts will be made to make X-BIO known and appreciated by consumers. We will do this through the opening of a physical store and with the activation of online sales platforms, both direct and third-party."
An important marketing challenge, as testified by Gianluca Di Giovanni, X-BIO Global Brand Manager and CMO Buoninfante. "The biggest challenge is the application of an offering and marketing model in markets other than Italy, where X-BIO was born and developed. We have already experimented with it in the newly launched international markets; however, the feedback is positive, and we have had proof that if the concept is valid and applied by combining integrity and adaptability, the challenge can be win and consumers reward it by recognizing its goodness. We go forward determined in our mission to give X-BIO a recognizable positioning in the different world markets. Online has a fundamental role in sales, marketing and communication, and for this reason the company has invested heavily for several years in human resources to create an internal team capable of governing the digital world in a knowledgeable and expert manner."
The growth process of Buoninfante flagship brand continues at the end of this 2023 with the expansion in the Dubai market, and in 2024 it will see other important development steps, as planned in the international business plan.