Bormioli Luigi’s success story could almost be summarized with two dates and two figures: in 1999 the company’s turnover was EUR 81 million, while it should be around EUR 175 million in 2008! A rise that helps to understand the huge work the Italian glassmaker made over those years. Such a remarkable achievement, is partly due to the “perfumery boost” of the early 2000s, when the turnover of its high-end glass bottles division grew from EUR 60 million in 2001 to EUR 136 million in 2008.

The family company also demonstrated its ability to cope with its own success. In 2004, for the first time in its history, the company named a general director, with the aim to rationalise the organization and better coordinate the activities of the company, now a major player in the European luxury glass industry. The man for the job was found in the person of Vincenzo Di Giuseppantonio, an experienced insider of the glass industry. Alberto Bormioli, CEO and heir of the family glass tradition knew the choice was the good one. “We chose each others,” he’s used to say.

Vincenzo Di Giuseppantonio entirely reorganised the Parma-headquartered company. From 1,200 staff, the company decrease to 850, within three years. A slimming diet during which the whole company, and all the manufacturing equipment were reviewed and all undue costs eliminated.

However, at the same time, the demand was particularly high and production facilities appeared to be undersized. It was urgent to increase production capabilities.

Increase production capabilities to restore flexibility

In 2007, Bormioli Luigi seized the opportunity to acquire a manufacturing unit sold by another leading Italian glassmaker, Bormioli Rocco (don’t mix them!), which was specialised in the production of glass bottles. The investment totalled EUR 30 million: EUR 10 million for the plant acquisition, to which “it has been necessary to add EUR 20 million in order to upgrade the equipment at the level required for manufacturing high-end vials,” Alberto Bormioli explains.

Eventually, the refurbished factory is now equipped with a new oven with a 80 tons a day capacity, heated with gas, which is new and also less expensive for Bormioli Luigi as it’s electric power that heats all the other ovens in Parma. The factory also comprises four brand new I.S. production lines, with a potential of 29,000 tons of glass a year. The new factory was just inaugurated last week, with events in both Milan and Parma.

“It will help us to restore our flexibility and the reactivity that forged our reputation, Vincenzo Di Giuseppantonio explains, while preserving what has always been the strength of Bormioli Luigi, quality and service”.

However, “quality and service are principles that are increasingly hard to achieve,” staff at the company’s headquarters in Parma admits. Indeed, the company had to cope with high pressure from customers to decrease its costs and give up its “quality has its price” policy. “But we’re still holding on, Alberto Bormili insists, and will hold on!”

A tool that fits the market

France is the first market for Bormioli Luigi, 41% of sales are shipped on the other side of the Alps. The USA with 21% of the sales and the United Kingdom (17%) follow.

“I am not in favour of reaching the full capacity of our production lines at any price,” Alberto Bormioli insists. “This would inevitably lead us to decrease prices and quality”.

The right production tool for supplying the right market at the right moment… It’s an obsession for this visionary native of Parma, who states: “I’d rather invest my money in industrial equipment than in a bank”. A wise thought by a wise man!

Alberto Bormioli has the sense of entrepreneurship, but remains cautious. The choice to acquire the plant of its colleague Bormioli Rocco, in Milan, was carefully analysed. “The choice to have a part of the activity in a city that is 100 km away from our headquarters is perfect for me, Mr Bormioli says. Even if, for me, it’s already a kind of delocalisation.”

However, the company is already present outside the Italian peninsula, through a finishing factory bought in 2005 and located in Coulommiers, France. “Finishing is an interesting topic”, Alberto Bormioli insists. “Do not be surprised if we launch an operation on this segment… And sooner than you’re expecting.” Otherwise, plastic is also a hot topic currently at Bormioli Luigi’s. Yes, your read well, plastic…

So far, Bormioli Luigi’s staff in Parma remains proud to claim making the “most beautiful glass in the World”.