Perfect performance and the finest raw materials - these are the attributes on which the reputation of Fippi, the Italian baby diaper maker was based, and which continue to boost the company’s international expansion. Filippo Guarnerio, Fippi’s Sales Director and grandson of the founder, spoke to Romana Moares about the company’s recent developments and its ambitious plans for the future.
Milan-based Fippi, a family-owned company established some 50 years ago, is one of the leading European manufacturers of private-label baby nappies. Decades of experience combined with continued research into innovative materials and practices have resulted in today’s portfolio of first class products supported by an excellent level of service. As a medium-size, family-run company, Fippi has the added advantage of flexibility and adaptability, always ready to accommodate customers’ needs in a fast and efficient manner, explains Filippo Guarnerio.
“The company was founded by my grandfather in the 1970s, as one of the first companies in Europe to produce disposable baby diapers. The target market was Germany, which gave us a seal of quality from the very beginning. The first German clients required top product quality and performance and these characteristics are still the corner stones of our business today.”
Image source: Fippi
Solid values
The company has grown considerably in the last two decades under the management of Mr Guarnerio’s father who has made the business international, and a market leader in the production and distribution of private-label baby diapers. Today Fippi’s customer base includes leading brands such as Lidl, Carrefour and other European premium market leaders.
“We have been working with our key accounts for a long time and our relationships are based on trust and respect. These relationships have enabled us to develop not just from the commercial perspective but also from the technological one,” says Mr Guarnerio. “Fippi has always focussed on technological advancement and innovation and has regularly introduced change into the business to stay at the forefront, to offer the best products with the most up-to-date technology.”
The same philosophy applies to the company’s production plant. Although Fippi’s headquarters and production facility are still located in Rho in the province of Milan where the company was first established, in 2009 the company moved to new, modern premises covering 40,000 square metres equipped with first-class machinery and equipment. “The plant has been assessed by auditors as one of the most up-to-date sites in terms of organisation, safety and performance parameters,” says Mr Guarnerio.
“The new site has been a strategic investment. The facility has enormous capacity; currently we run four lines for baby diaper products capable of producing 1.5 billion diapers per year, and we are planning to install an additional line,” he explains.
Image source: Fippi
Innovative product range
The company manufactures mainly for European private labels but also makes its own brand, Pillo, sold in the local market. As Mr Guarnerio pointed out earlier, the company’s R&D is highly customer-oriented and generally follows the market leaders within its sector. “Our strategy is to offer the same quality based on similar technology at better price. Our technical parameters are the same as Pampers, for example, but the products are more cost-effective.”
Just recently, Fippi introduced a new product - a baby diaper which is allegedly a true revolution in terms of it characteristics: DRYWAY, a baby diaper with advanced three channel technology. The super-absorbent, smooth, practical and comfortable diaper is the result of the state-of-art materials used as well as the expert know-how of Fippi’s R&D specialists.
DRYWAY technology quickly and evenly distributes dampness, thanks to its three absorbent channels designed to improve liquid distribution. This means the baby feels instantly dry, and remains so throughout the day. Easy-fasten strong-grip tapes and super-elastic flaps ensure the baby enjoys maximum freedom of movement and any leakage is prevented by the diaper’s handy guards.
Image source: Fippi
Anticipated growth
“Innovation is always on our minds,” says Mr Guarnerio, adding that the company is following the new market trends very closely and is currently working on different solutions to satisfy the concept of sustainability in terms of both the product and the production site.
As quality is such a key attribute, the company makes every effort to choose the best suppliers. “We need to obtain the best materials we can find in the market. Most of our suppliers are international companies and our relationships are based on long-term partnerships and trust, which is an advantage now that raw material prices are increasing. Thanks to our solid relationships we can handle this challenge well,” says Mr Guarnerio.
Fippi is a European manufacturer and Europe remains its key territory, at least for now. Apart from Italy, most of Fippi’s diapers are shipped to France, Spain and Switzerland, followed by other EU countries. However, the geographical focus may soon expand.
Mr Guarnerio confirms that the company is intent on increasing its business. “We forecast a considerable increase in terms of both the output and staff numbers, as well as geographical expansion. Although our customer base is in Europe, we are now eyeing markets further afield. With our experience and proven track record, I’m sure there is a good potential in existing as well as new markets to secure future business growth.”
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