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Brand

GLOBAL EXPORT

The last stop of our WEGA trip was factory’s warehouse; we all know that packaging and storage are also very
important. The whole warehouse is like a history of WEGA: starting from the small city Susegana to Veneto, then
step by step selling all around Italy, and now shipping across the world.
Apart from that, the lean manufacturing system, which promotes “minimizing the storage and putting an end
to wasting”, is taking over the area. The storage only has sufficient amount of top selling models, the other ones are
made according to pre-orders. Right now, export amount is about 70% of total production, including shipping to
Asia, which is about 35%; thus, Asia, especially China, has become one of the WEGA’s most potential selling mar-
At the end of our trip we were lucky to have an
interview with managing Director for WEGA, Mr.
Managing Director for Wega Paolo Nadalet
Nadalet, this gentleman used to work in restaurant
business for ten years before he joined WEGA in 2003,
he became the Managing Director in 2012. Recalling
WEGA’s history, he still cannot forget that feeling of
thrill and proud when the first coffee machines were
produced. Talking about Italian coffee culture, Mr.
Nadalet thinks that current coffee culture changes
frequently, continuously developing and becoming
more and more eco-friendly. WEGA keeps up with
all those changes and offers Green Line coffee ma-
chines. Moreover, WEGA simplifies work of baristas
introducing them to new technologies: new model
“My Concept” shows this point very well as high-tech
working surface looks more like a smart phone.
Lastly, customizations and personalization, espe-
cially for the younger generation, is becoming the
biggest trend, coffee gears is one of the ways for young
people to express themselves. All these trends and
concepts have become WEGA’s focus, to know what
the customers want and to create many as many pos-
sibilities as customers want.
For us, one day in WEGA seemed like a tip of an
iceberg that has conquered 130 countries. We are
certainly expecting this passionate Italian brand to
bring more new ideas and coffee knowledge to this
always-changing market.

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