Alessi

Part
01
of two
Part
01

Company Overview - Alessi: Part One

Alessi is a manufacturer of designer steel and brass products used in kitchen and homeware. Following is a concise overview of the company positioning and background.

Company Overview

  • Alessi is a housewares and kitchen utensil company in Italy.
  • It manufactures and markets everyday items authored by a wide range of designers, architects, and industrial designers.
  • Alessi stays in touch with modern development, while also keeping its cultural identity.
  • The company's mission is to translate "the most advanced cultural, aesthetic, design and functional quality into mass production."
  • The company's vision is to pursue a design approach in which "advanced expression of international creativity is always balanced against the desires of the public."

Company Details

Social Media

Marketing Division

  • No details as to the identity of the Chief Marketing Officer of Alessi were found.
  • Alessandro Pacetti is the "Global Digital Sales & Marketing" manager at Alessi since May 2018.
  • Marie-Laure Chevriau is the "Marketing & Events" specialist at Alessi since Feb, 2014.
  • Luca Alessi is the managing director of Alessi USA and the "Head of Omnichannel" for Alessi.
  • According to a designer on 'cargo collective', Lowe's is the Agency of Record (AoR) for Alessi.
  • The company recently partnered with Beanstalk, a global brand extension agency, for its representation, branding, and marketing.
  • Beanstalk is a part of the DAS Group of Companies, a global group of marketing services companies.

Recent Creatives

Research Strategy

The name of CMO (Chief Marketing Officer) of Alessi was not found during our research.

To find this information, we did a complete scan of the company website. Since companies often mention the name of their C-suite executives on their website along with the rest of their leadership, we checked out all the corners of the website for this information. We did not find any of the company C-suite executives mentioned on the website. We only found the company history and the company overview on the website.

We then turned our attention to third party websites like LinkedIn, Crunchbase, Pitchbook, and RocketReach. These websites have profiles of company and list their top leaders in the company profiles. We found the company profile of Alessi, but did not find the name of the CMO of the company. Only top leaders mentioned were CEO, President, Head of Omnichannel, and Global Digital Sales & Marketing Manager.

We then attempted an in-depth press scan of Alessi, specifically focusing on finding articles with statements by company leaders. We searched through credible media sites like New York Times, Washington Post, CNBC, Fox News, Design Milk, and Architechtural Digest. We found news that Alessi was recently acquired by Oakley Capital. However, no mention of any CMO nor any statement by their name was found.

We finally concluded that the company does not have a CMO. We provided the names of other marketing related leadership for the company.
Part
02
of two
Part
02

Company Overview - Alessi: Part Two

Alessi is a manufacturer of designer steel and brass products used in kitchen and homeware. Following is a concise overview of the company history and its future prospects.

Company History

  • Alessi was founded in 1921, a little after WWI, by Giovanni Alessi.
  • The company was not officially formed until Carlo Alessi, the son of Giovanni Alessi, was name the chief designer of establishment.
  • Carlo Alessi developed most of the Alessi products between 1935 and 1945.
  • In 1955, Carlo's brother Ettore Alessi introduced the concept of collaborations with external designers.
  • In 1970, Alberto Alessi, the grandson of Giovanni Alessi, took the reigns of the company and gave it its modern transformation.
  • The company slowly changed itself from an "Italian Design Factory" to a research and development lab focused on design, in 1980.
  • Alessi started to experiment and try out new materials by 1990s.
  • Alessi broadened and diversified, its portfolio of designers post-2000. New designers of different backgrounds and nationalities were being welcomed for their "design language."

Collaborations through years

  • 1945 — "Bombé" tea and coffee service by Carlo Alessi Anghini.
  • 1982 — "Dry" flatware/cutlery by Achille Castiglioni the first cutlery produced by Alessi.
  • 1993 — "Fruit Mama" by Stefano Giovannoni. This was the first in "Family Follows Fiction" series.
  • 1994 — "Anna G" corkscrew by Alessandro Mendini. It was a bestseller, ever since it was introduced.
  • 1995 — "Mary Biscuit" by Stefano Giovannoni. Biscuit or cookie container.
  • 2013 — "Dressed" dinnerware and flatware by Marcel Wanders.

Current Strategy and Direction

Top Leadership

  • Alberto Alessi is the grandson of the founder and current president of the company.
  • Marco Pozzo is the CEO of Alessi since Nov 2015.
  • Alessandro Pacetti is the "Global Digital Sales & Marketing" manager at Alessi since May 2018.
  • Luca Alessi is the managing director of Alessi USA and the "Head of Omnichannel" for Alessi.

Future Ambitions

  • According to company president Alberto Alessi, the company is already looking actively to adapt to a globalized market.
  • Up until now, the sole focus of marketing was based on an Italian cultural premise.
  • The company is set to change that, reflected in its most recent partnership with Beanstalk, a global brand extension agency. The new partnership will see the Alessi brand being extended to yet unexplored markets of Asia and Middle east.
  • According to its recent acquirer Oakley Capital, it plans for the company to "focus on further strengthening and expanding the proposition of the brand by targeting new audiences and optimizing the portfolio’s mix of products, pricing and distribution."
Sources
Sources