Michele Masaracchio appointed as new sales director
With a decisive acceleration, strengthened by a value-oriented vision, Imoon – one of the leaders in the design and production of entirely Made in Italy lighting solutions – announces a new phase of strategic expansion in the lighting sector of the DACH area, a market with high potential and historically attentive to quality and efficiency.
At the helm, Michele Masaracchio, who has been entrusted with the delegation of powers for the identification of commercial development strategic lines and the definition of long-term distribution agreements. The manager’s appointment responds to Imoon’s desire to enhance his specialised skills, gained in over 17 years in the non-food and fashion retail sector, within leading companies such as Ansorg GmbH and Oktalite Lichttechnik GmbH of Trilux Group.
Highlighting this operation’s scope is Pierluigi Gusmani, International Sales Director of Imoon, who comments: “This new operational phase represents a natural evolution of our international growth path, in an area in which we have already built solid references in the core sector of Food Retail, thanks to lighting projects developed in collaboration with prestigious brands such as Edeka, Inkoop and Rewe” and continues “a high-profile figure such as Michele Masaracchio will be decisive to accelerate the extension of our range of action also towards complementary segments with a high design content, such as non-food retail and architecture, where we intend to export our format of value co-creation“.
The assignment comes at a time for the German market, marked by major structural changes – acquisitions, mergers and repositioning – that are reshaping the competitive landscape. In this context, Imoon is positioned as a solid and reliable partner, with a design approach oriented towards customisation, thanks to technologically advanced and versatile solutions.
“Taking on this position is an honour for me, as well as a deep emotion. I know both cultures intimately, linguistically, and in the way of thinking, working and building relationships,” commented Michele Masaracchio. “This cross-cultural background is a bridge between two worlds, but above all, my driving force. After years in German companies, being able to represent the excellence of Made in Italy in the DACH market means much more than a professional step: it is an opportunity to put passion, experience and heart into play. I am ready to face this challenge alongside Imoon, with determination and pride, aware of the value we can generate together, day after day”.
The DACH area confirms itself as a reference region for the lighting sector, for its economic weight, and for the high level of innovation and competitiveness that has always distinguished it. Germany, Austria and Switzerland are home to some of the main historical players in the sector, which have often influenced the evolution of the market in terms of positioning, efficiency and technological development. Now, however, the landscape is undergoing a profound transformation. The offer is progressively tending towards standardisation that favours commodity logic, reducing differentiation and perceived quality. In this context, Imoon is positioned in clear contrast with its perspective of considering lighting as a strategic asset, able to generate value for Retailers.
Design rigour, flexibility, service and ability to interpret spaces become the real distinctive elements and restore their centrality, generating a concrete impact on the business, on the perception of the products on display and on the consumer’s shopping experience. The growing incidence of e-commerce has transformed purchasing behaviour, with significant effects on the physical channel, particularly in the non-food segment. The immediacy and efficiency of the digital experience have called into question the traditional models of territorial coverage, prompting many retailers to reconsider their strategies and downsize the investments dedicated to the preparation of spaces. However, a concrete opportunity emerges for Imoon: to reaffirm the value of the point of sale as an identity and relational space, with solutions capable of enhancing its meaning and relevance.
Imoon stands out for its integrated and scalable proposal as well as for the response promptness, which is now central to the decision-making processes of Retailers. In a context where average delivery times are between 8 and 10 weeks, Imoon guarantees a 2-4-week term, thanks to a production model based on direct supervision of key skills. Unlike many competitors, who have opted for the relocation of production to non-EU countries to lower costs, Imoon continues to produce in Italy, enhancing its industrial know-how. A strategic choice that allows us to preserve a high level of control over the entire process, thus guaranteeing quality and reliability throughout the supply chain.
