Perfect Appearance for the Tobacco Trade
Interview with Paolo Cappa, CEO of Tekna Design Srl
Rising legal requirements, changing consumption habits, and sustainable concepts are shaping the transformation in the tobacco trade. The Italian company Tekna Design Srl recognized this development early and offers customized furnishing solutions that combine functionality with modern design. Wirtschaftsforum spoke with founder and CEO Paolo Cappa about the company's development, market trends, and the future strategy of Tekna Design.
Wirtschaftsforum: Mr. Cappa, tell us about the creation of Tekna Design and how the company has developed.
Paolo Cappa: Our roots go back to the 1960s. Back then, my family business was already involved in designing and furnishing high-quality retail stores, especially bars, tobacco shops, and perfumeries. I grew up in this environment, learned the craft from the ground up, and later acquired further expertise at a larger company. In Milan, I studied interior design and architecture and established myself as a designer. In 2011, I finally founded Tekna Design – with a clear focus on the tobacco industry. Our goal from the beginning was to specialize in this market segment and to offer innovative, customized solutions.
Wirtschaftsforum: What exactly does Tekna Design offer?
Paolo Cappa: We specialize in the design and production of furnishing concepts for the tobacco trade. It's not just about design, but also functionality and efficiency. Our solutions optimize product presentation and improve workflows in stores. We work for both individual tobacco shops and large industrial customers who need standardized shop-in-shop solutions.
Wirtschaftsforum: How does the tobacco trade differ in various European countries?
Paolo Cappa: The differences are enormous. In countries like Germany, Switzerland, and France, tobacco shops are often very modern, featuring a wide range of products and additional services. In Southern Europe, however, such as in Italy or Spain, many shops are smaller and less specialized. We help our clients adapt to these market conditions and optimize their stores as best as possible.
Wirtschaftsforum: What impact did the pandemic have on your industry?
Paolo Cappa: The pandemic has significantly changed consumer behavior. In many countries, tobacco shops remained open during lockdowns, which led many operators to expand their range of products – for instance, with snacks or beverages. We have accompanied this shift and adjusted our concepts accordingly. Many of our customers now focus more on an expanded product range and modern store design.
Wirtschaftsforum: What role do trade fairs play for Tekna Design?
Paolo Cappa: Trade fairs are a central part of our marketing strategy. Especially important are InterTabac in Dortmund and Losangexpo in Paris, where we regularly participate. There, we can directly interact with our clients and partners, discuss trends, and present new concepts. Besides trade fairs, we rely on targeted networking, professional publications, and social media to further increase our visibility. Our specialized solutions often require direct consulting, which is why personal exchange remains essential for us.
Wirtschaftsforum: Sustainability is a central issue in many industries. What is the situation at Tekna Design?
Paolo Cappa: We use environmentally friendly materials such as recyclable aluminum and FSC-certified wood. Additionally, we develop durable furniture that is easy to recycle at the end of its life cycle. Our industrial partners are placing increasing importance on sustainable solutions – particularly in markets with strict environmental regulations.
Wirtschaftsforum: Which international markets are particularly relevant for you?
Paolo Cappa: Our business is highly internationally oriented. About 95% of our projects for individual store design concepts are realized outside Italy. In the industrial sector, the export share is about 50%. We have a strong presence in Germany, France, and Switzerland. Additionally, we see great potential in North Africa – the market there is growing, and the demand for modern retail solutions is steadily increasing.
Wirtschaftsforum: What challenges do you see for the future?
Paolo Cappa: The greatest challenge is the increasing regulation of the tobacco market. Many countries have strict advertising and presentation regulations that are constantly changing. Our aim is to remain flexible and to offer our customers solutions that will continue to meet legal requirements in the future. At the same time, we want to continue to expand our international presence and open up new markets.
Wirtschaftsforum: What goals do you have for the coming years?
Paolo Cappa: Our goal is to further expand our market leadership in specialized store construction for the tobacco sector. This includes expanding production, strengthening our international network, and innovative concepts. At the same time, we want to optimize our service offering – from planning to after-sales support – to remain a reliable partner for our customers.