Success in export markets has shaped Virtus Group’s progress. Foreign sales account for 70% of Virtus Group’s overall turnover. The company’s success transcends national borders, and it supports its international activities with subsidiaries in Italy and Romania.
“Our foreign sales are growing strongly,” says General Manager Vittorio Marrocchino. “In Sweden alone we grew by 40% this year. Our strategy so far has been focused on selling to the specialist retail market. For the future we want to set up our own chain of independent Virtus brand dealers to guarantee a service network for end users and other dealers.”
The company is currently looking for independent franchise partners to market its Virtus brand throughout the European market.
“We created the Virtus brand in 2008 in a step towards offering different kinds of quality,” says Mr. Marrocchino. “It is our brand for project contracts and higher-class catering. In the meantime, Virtus has become our most important brand – the one offering added value for instance through customized products and extended warranties.”
RistorMarkt is the entry-level brand in the company’s portfolio and covers smaller equipment such as hot dog machines, waffle irons and crepe makers. Around half of the products in this range are sourced from suppliers in China.
In addition to RistorMarkt, the company has two other brands with which it approaches distinct markets. “Our historic brand is Mastro, which has existed since 1990 and stands for innovation and functionality,” explains Mr. Marrocchino. “It covers products aimed at the needs of small to medium-sized restaurants and catering outlets.”
The product range covers equipment for cooking, refrigeration, washing, food preparation and ventilation as well as kitchen furniture made from stainless steel. The company also offers food service and buffet counters, pizzeria equipment, and bar equipment.
“We pride ourselves in particular on the comprehensive nature of our product range,” says Mr. Marrocchino. “With the products that we can supply, customers in the gastronomy sector can equip their businesses from top to bottom.”
The third brand in the portfolio is Virtus. It was created in 2008 to serve the premium end of the market and the contract business. “We work with well-known hotel and restaurant chains worldwide, providing not just products and consultation, but also installation, after-sales service and maintenance,” says Mr. Marrocchino. “One of our goals for the future is to increase the number of contract projects we work on in the European market rather than this sector being concentrated in overseas markets.”
With its unparalleled expertise and fine-tuned logistics, Virtus Group should have few problems finding new partners to share its philosophy and its success.