Face-to-face with Gaia Frigerio, Froma CEO: from the German to the Chinese market

In the photo, Gaia Frigerio (Froma CEO) with Enrico Vavassori (API Lecco Sondrio President) at the company's booth at wire Düsseldorf 2024.

2024 has proven to be a busy and eventful year for Froma, an Italy-based machinery manufacturer specializing in bending and welding machines for the wire industry. We caught up with Gaia Frigerio, CEO, to share her reflections with Expometals.net readers regarding this notable period, starting with the renowned wire exhibition in Düsseldorf.

What's your take on the current state of the European market given recent geopolitical upheavals?

The German market remains the main driver of major investments, despite significant trade contraction, increasing production relocation, and the ongoing economic recession, which has already led to 2024 being referred to as the 'black year' for Germany. A significant proportion of our clients collaborate with Bosch, still a leader in white goods (historically the benchmark company among appliance manufacturers for launching new platforms and technologies) although it has lost market share due to fierce Turkish and Chinese competition in the European landscape. The past few years have been tough due to post-pandemic recovery, multiple global economic crises, and ongoing conflicts, creating uncertainty for industry giants regarding new investments. However, we're cautiously optimistic about medium-term investments, indicating a positive shift. Whether this outlook is based on comprehensive strategic analysis or a means to address the internal issues these companies are facing due to the current market contraction, I cannot say. Nonetheless, a healthy dose of optimism doesn't hurt in the situation we've been experiencing from 2020 to today.

The wire exhibition in Düsseldorf has just concluded: what are your thoughts about this year’s edition? What are the company’s next steps?

We are satisfied with the exhibition, which served as a fresh start compared to the 2022 edition. It drew a substantial number of high-quality visitors and exhibitors, fostering focused discussions. Despite ongoing recession concerns, there was significant interest in medium-term investments from manufacturers. Next, we're gearing up for the wire China exhibition in Shanghai in September, in collaboration with the ICE collective.

What are your expectations for wire China? How are you preparing for the event?

We are revamping our communication strategy, revising all presentation materials, and working on a new website. We first stepped into this market in 2018/2019, when we supplied new equipment to one of China's major white goods companies; since then, we had to shift focus to other markets due to COVID-19. Participating in this year's edition allows us to reconnect with existing contacts and gauge the current market conditions, assess demand, and explore potential contacts. I will be at the booth alongside the ICE collective.

Are you interested in learning more about Froma, the Italy-based professional in welding, bending, and molding equipment for the white goods industry? Contact the company via the details provided on its online stand.