LAVAZZA SELECTS SOFTSTOCK AS NEW BRAND DISTRIBUTOR FOR THE BULGARIAN MARKET
Strong partnership for new big market growth
Lavazza and Sofstock Ltd. have signed an agreement defining Sofstock Ltd. as the new exclusive distributor of the Italian coffee brand for Bulgaria on September 15, 2019. The contract covers the distribution of Lavazza's products in our retail channels, the food service, the Office Coffee Service and vending machines. The signing of this agreement marks the beginning of a new phase in the development of the brand in Bulgaria in order to increase the number of Lavazza consumers in all segments through a more focused and focused market approach, innovations and new products. The partnership between the two companies reflects the future plan for the growth of the Italian brand in Bulgaria, which is an important market for the brand.
"We are very happy to restart our cooperation with such a reliable, professional and stable partner in Bulgaria as Sofstok Ltd. Bulgaria is a strategic country for us and we will strengthen our business activities here with a more direct approach in marketing and building solid partnerships with local experts in the coffee business. The mission of Lavazza, a global premium brand, is to promote the authentic Italian coffee experience around the world and in all its forms, competing in all categories and channels with quality that is at the heart of everything we do: quality, ” said Mantovani, Global Chief Executive Officer of Lavazza Group.
Softstock is known as a stable partner with many years of experience in the Coffee category, as well as in the retail and food service channels, with the portfolio of the company incorporating a number of major international brands. By investing in the structure of its distribution and using its business standards for the highest professional level, Softstock will enable Lavazza to realize its ambitious approach in the Bulgarian market. The Italian brand, which is one of the leading coffee makers in the world, has been present on the Bulgarian market for over 27 years and holds a leading position in the market in our country.
"We are happy to renew our business partnership with Lavazza and we are confident that based on our good practice so far, together we will achieve even greater results in the future," - said Miroslav Pechev, owner of Sofstok Ltd.
About Lavazza Group
Founded in Turin in 1895, the Italian coffee company is owned by the Lavazza family of 4 generations. As one of the most important companies in the sector, the group operates in over 90 countries through subsidiaries and distributors, with 64% of its revenue coming from markets outside Italy. Lavazza employs a total of 4,000 people with a turnover of EUR 1.87 billion for 2018 (For the first time in its financial statements, the Lavazza Group has declared its income and equity in accordance with International Accounting Standards (IFRS)
Lavazza creates the concept of blending - in other words, the art of combining different types of coffee from different geographical regions - which continues to be the hallmark of more than one product. The company also has 30 years of experience in manufacturing and selling coffee capsules systems and products. Lavazza is also the first Italian company to offer espresso capsules. Lavazza works in all business segments: home and office servicing, always focusing on innovation in technology and consumption methods.
Lavazza manages to increase the brand's popularity through important partnerships tailored to its brand internationalization strategy, such as those in the world of Grand Slam tennis tournaments, as well as others in the arts and culture field - with prestigious museums such as the Guggenheim Museum at New York, the Hermitage in St. Petersburg and the National Gallery of Victoria in Melbourne.
The companies in the Lavazza Group include the French Carte Noire and ESP (acquired in 2016 and 2017 respectively), the Danish Merrild (2015), the North American Coffee Kicking Horse (2017), the Italian Nims (2017) and the Australian company Blue Under Coffee Co. (2018). At the end of 2018, after the acquisition, the Lavazza Professional Business Unit was created, which includes the leading Office Coffee Sector (OCS) sectors and the Flavia and Klix vending systems.
Established in 1991, the company operates in the Bulgarian FMCG sector as a distributor of a number of well-known international brands in two areas - alcohol and hot drinks.
Sofstok operates directly from Sofia and has an extended distribution network in the main regions of the country. The company recognizes the steady growth of all the brands it represents, holding leading positions in the various categories on the Bulgarian market. The success of the company is due to the direct contact of Sofstock's sales team with all customers and end users.
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