Roboze has opened a new office.
The manufacturer of large-format high-temperature 3D printers just opened a new office in Milan, Italy. This complements their head office in Bari, Italy, and their North American office in Houston.
ROBOZE CEO Alessio Lorusso said:
“We are thrilled to begin this new chapter in Milan. Italy is a hub of creativity and ingenuity, and we are confident that our presence here will allow us to collaborate with some of the brightest minds and most innovative companies. We aim to continue leading change in the industrial 3D printing sector, pushing the boundaries of what’s possible and providing tailor-made solutions for the most complex production needs.”
But why open another office in Italy when there already is one?
The answer, I suspect, has to do with proximity.
The new Milan office is billed as a “customer development center”, and the Bari office remains as their headquarters.
A customer development center is quite different, and is typically a place where customers and prospects can get their hands on to the technology and speak directly with experts. Complex projects can be planned, and questions answered.
These centers are frequently used by other companies as a “try it, you’ll like it” operation, and I suspect Roboze could do the same thing with this center.
But why Milan? Isn’t Bari already in Italy?
Both locations are in the same country, but there’s a big difference. Milan (metro population 4.3M) is a huge center of industry in Northern Italy, while Bari (metro population 1.3M) is a much smaller place in the south with fewer industries.
The answer is that the Milan area almost certainly contains larger numbers of potential Roboze clients. Setting up a demonstration and development center is a smart and strategic move. Prospects will be easily able to drop by to see and touch Roboze equipment, which in the end will result in more awareness and expanded sales.
My suspicion is that should this approach prove successful for Roboze in Milan, they may decide to establish similar development centers in other locations that hold larger ratios of potential Roboze clients.
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