Milan, Italy, Sept. 6 – Indesit Company will be the new name of Merloni Elettrodomestici. The ordinary shareholders’ meeting, which took place today in Fabriano, approved the new name, which will be in use starting January 2005.
“The name change responds to the need to communicating in an immediate and efficient way the tie between the company and its brands. Indesit was chosen, because it is the most international brand, and expresses the best of Merloni Elettrodomestici: young, simple, dynamic, and trustworthy,” read a statement. “The word Company, placed together with Indesit, reinforces the strategic choice to maintain one synergic organisation, able to integrate different cultures. Indesit, in 1987, was the company’s first buy of 14, among the most recent being Stinol in Russia and Hotpoint in Great Britain.”
There is much optimism for the new company name, and the company’s further entrenchment internationally. “Indesit is the most international of our brands, and is one of the few that has a uniform image all around Europe. With the new synergy created by the new company name, the brand will surely be reinforced,” said Marco Milani, CEO of the company, replacing outgoing Andrea Guerra. “The confirmation of the brands is important since it allows our clients, distributor, and consumers to appreciate the investments we make on our products,” he said.
The new management’s strategy is articulated in three phases: growth to increase competitiveness, organisation to relaunch new products and brands, to enhance investments on innovation.
From AGI Online