After many stores being opened successfully in Italy and abroad, the Ferrieri family, creators of Cioccolatitaliani, is opening its third sales outlet in Milan, in via Torino. We asked Vincenzo Ferrieri, managing director for Cioccolatitaliani, why Milan? “Milan has always been at the heart of our project. Everything started in this city five years ago and this is where we founded our general headquarters and it is from there that we manage and control all the sales outlets in our chain. We have the highest number of employees in Milan and it is where we create a good part of our turnover. Furthermore, next year, Milan will have the possibility of hosting the Expo, therefore when we had the opportunity to open another location, really in a central zone like that of via Torino, we didn’t have any doubts about it” . What does the Italian economic situation look like? Can Expo 2015 be an opportunity? “Unfortunately the general situation isn’t one of the best. The Italian system, despite efforts over the last few years, doesn’t motivate companies to generate business in Italy. The difficulties that undermine the capacity of our companies to compete with respect to the capacity of foreign companies are still too challenging. The cost of labor, the bureaucracy, and the fiscal system are all burdens which are not conducive to us competing on international markets and the biggest challenge of today is precisely on these markets. I am seriously not very optimistic, I believe that our companies can only save themselves by focusing abroad, considering all the difficulties and disadvantages that the Italian system creates for us. It is a challenge within a challenge. We do not only need to be better in a global context, but we need to do it with half the resources, the other half belongs to the state unfortunately. So of course it can be an opportunity but the opportunity will mainly be for the businesses which are well-structured and base their strategy on solid foundations which are sustainable in the long-term. I am sure that the biggest benefits of Expo will come in the years to follow. I do not really believe that the benefits are in the six months of the duration of the exhibition but rather afterwards that the country and more specifically Milan can really start along a path that will lead to the same level as the large cities of Europe”. What design have you chosen for the store? “We have kept all of our distinctive features. That is, a stone slab counter, visible working areas, chocolate fountains and vaults where we stock our chocolate bars. We have included two new elements: the mosaic floor with an ad hoc pattern and a structure suspended above the counter which is intended to bring the products closer to the customer.” Are any more new stores to be opened in Italy or abroad? “In the coming months we are going to open another eight new outlets, of which six will be abroad and two will be in Italy. Abroad our growth will continue in the Middle East with five new openings (Dubai, Kuwait, Riad, Qatar and Bahrein). The sixth, however, will be in Manila in the Philippines. Finally, we will also open stores in Torino and in Vimercate, in the province of Milan”.