Simonelli Group’s coffee machine story began in Cessapalombo in 1936 when Cav. Orlando Simonelli created his first espresso machine, naming it ‘1936’ after the year of its realization. It was innovative and technologically advanced for its time. From then on, many more machines followed, from the ancient ‘Selene,’ Eureka, and Elli, to the more recent ‘Appia’ and ‘Aurelia.’
Today, Simonelli Group is a leading company in the production of professional espresso machines and grinders under the Nuova Simonelli and Victoria Arduino brands. With a widespread international presence, including offices in Italy, the USA, China, and Southeast Asia, Simonelli continues to strengthen its international network through branches, experience labs, showrooms, and distributors. Recently, with the support of Kelmer Group, Simonelli opened a new branch office in Dubai. We interviewed Federico Ortile, Managing Director – Middle East Branch, to learn more.
Federico, could you tell us about the Group and the new branch opening?
We are the result of the winning combination of two prestigious brands, Nuova Simonelli and Victoria Arduino. Two complementary souls united by the company’s genetic heritage, characterized by competence, an innovative approach, and attention to sustainability. In particular, the Nuova Simonelli brand represents the functional soul embodied in ergonomic machines, efficient in terms of performance and energy saving, allowing everyone to prepare a good coffee, regardless of their level of experience. The Victoria Arduino brand represents the sophisticated soul embodied in machines with a great historical past, refined design, and advanced technology, allowing everyone to put their professionalism into practice.
The new Simonelli Group Middle East branch is now based in Dubai and serves as the commercial, technical, and training hub for the entire Middle East. Located at Warehouse #1 Building, SMARK 3 Umm Suqeim Rd. East, near the Mall of the Emirates, Al Goze Industrial Third, Dubai, also houses the new experience lab, an experiential space to explore and discover the Nuova Simonelli and Victoria Arduino brands. The Dubai location is designed as a true experience lab: a hub for the Middle East to support customers and distributors with product and coffee training, and a location chosen as a reference point for the coffee community. It’s not just a destination but more of a passage point, aiming to promote education, training, and sharing our company values, DNA, and technologies for the benefit of the entire coffee community.
Why Dubai?
Dubai is a natural transit hub and meeting point for customers from various parts of the world. Our strategy is based on proximity, being close to the customer, and being proactive in responding to their requests.
What kind of support did you receive from Kelmer?
When Simonelli contacted me for the opening of this hub, I immediately thought of Kelmer due to its reliability and the added value it brings, especially to Italian companies in the Middle East. The support was maximum; opening a branch is not easy, and many legal and bureaucratic issues can arise. Kelmer provided significant support in this regard, with support from every department to achieve the goal effectively and quickly. It was a positive experience I would suggest to anyone interested in venturing in new markets.