As part of its strategy for brand development and consolidation and to implement the group’s vision for the creation of a new monolithic brand, FITT is stepping up its offensive on the DIY , construction and swimming pools market in France. The result of this effort is a structured plan for brand transition and for the full integration of the Interplast subsidiary into the group.
Since its inception in 1980, the Interplast brand, now a market leader, has always worked with the Italian group even before the 2006 acquisition. This merger means that FITT can benefit from the Interplast brand’s excellent reputation in French-speaking countries, and for its part, Interplast can enter the market as a manufacturer with fifty years of industrial know-how, supported by an international group’s logistical strength, a research department committed to the development of new products and a team intent on developing the brand through innovative communication projects.
Alessandro Mezzalira, FITT Group CEO, announced: “We are pleased to announce the launch of the first stage of this plan that will allow the FITT brand to build up a good share of the market for this sector in France (and in French-speaking countries) and that will help boost the brand image. This is an important step for the fulfilment of our corporate vision.”
Stéphane Rey, CEO of Interplast said: “We are very happy to join in the development of the brand FITT on the French market. For almost 40 years, we have remained focused on a key goal: the satisfaction of our customers; and it is with the utmost respect for the users of our products that we embark on this strategy.”