Specialisation and certification of the store are the directions that the Gruppo LUBE strategy will continue to take over the next few years. These are the two keywords that emerged during the convention “ESSERE LUBE. L’eccellenza si evolve negli store” (“Being Lube - excellence evolves in the store”) and they will guide new openings throughout the country.

“Focusing on specialised stores is the only way to go in achieving market leadership,” said the CEO, Fabio Giulianelli, during the convention, which was held in Milan on 7 September this year. “The generic distribution model is no longer suited to a value-based offer and it is increasingly being replaced by a distinctive and specialised single-brand store model, thanks to precise positioning and a clear identity on the market”.

And if the store evolves and gains increasingly precise and identifying features, the natural development to highlight that specialisation is CERTIFICATION, which Gruppo LUBE will grant after carefully checking compliance with a set of requirements by each Cucine LUBE store present in the country. An actual plaque with a gold ingot as a seal and displaying the LUBE brand in the foreground, alongside the colours of the Italian flag, the year of certification and the signature of the CEO. The first store to receive certification is the LUBE store in Trezzano sul Naviglio, which was inaugurated over the last few days.

Gruppo LUBE is the first company in Italy that will start certifying its single-brand stores in 2021. The concept not only identifies the distribution model in a distinctive manner, but, most importantly, acts as a guarantee of quality, professionalism and after-sales assistance for the final customer, who will thus be certain of an exciting purchasing experience, focused on a genuine Italian-made product, and of an entire system of high value-added services, inside a store that faithfully reflects the philosophy of a group that has been a sector leader for over fifty years.