Italy's De Rigo starts production of refrigeration devices in Stara Pazova - Investments of EUR 5 mil planned

Another Italian investor arrived to Serbia, in Stara Pazova. In May, without a lot of fuss and subsidies, De Rigo Refrigeration, in cooperation with Serbian company, Smeh, opened the factory for production of refrigerating devices where it employed 25 people. Major part of production is for trade chains in Southeast Europe and the first products have already reached customers.

The Italian company is well known at our market since De Rigo refrigerators have been present at hypermarkets operating in Serbia for some time now.

Aleksandar Lazic, a director and co-founder of D.R. cool equipment-De Rigo Srbija and Smeh, is not hiding he is satisfied with the fact that production started in our country.

- Our partner, Italian De Rigo Refrigeration recognized potential of Serbia. The image of our country today is better than it used to be in the previous period. Through the Smeh company, we knew business opportunities at this market and knew Serbia has high quality labor force. Apart from that, Serbia has good strategic position in this part of Europe and on a plus side, when we negotiated with the Italian partner, there was an Agreement on free trade which Serbia has with Russia - Lazic says for eKapija.

Aleksandar Lazic (Photo: Suzana Obradović)

He mentions that the Smeh company, operating in designing and equipping of sales and warehouse facilities, has been operating in Serbia as of 2008 and as of 1997 in other exYu countries.

- Smeh ist he leader in the region. We cooperate with all trade chains operating in ex-Yu markets. The company portfolio comprises the biggest world brands. Production of refrigerating devices is a step further in our business – our collocutor explains.

Lazic points out that70% of production are planned for export to the countries of Southeastern Europe and Russia.

- Since production department is located in Serbia, key is to be the first one in one’s own house, i.e. at our market and at the market former Yugoslavia and then to start expansion into all other countries. All the work for the market of Southeast Europe and Russia are signed from here. Trade chains in Southeast Europe and Russia gave excellent feedback when they heard we are starting production in Serbia.

The collocutor of eKapija pointed out that the advantage of DeRigo refrigerating devices is image of the brand, product quality and then increased competitiveness at the market where the opening of the section in our country will contribute.

Production is carried out in a rented hall with 8.000 square meters. So far, the investors poured EUR 3,5 mil and it is planned to increase capacity and employ more people.

Parts and technology from Italy

Stara Pazova-based section has been operating for three weeks now and the official opening with the officials from Italy was delayed due to floods situation. As we were told, the investors redirected the funds set aside for humanitarian aid for the citizens suffering areas hit by floods.

When touring the plan, director of the section, Stevan Popovic, said that two production lines have recently been started.

(Photo: Suzana Obradović)

As he said, one shift works one. It produces 7-10 units per day. The workers were on training in Italy for one month and after they got back, production in Stara Pazova started.

All the components are coming from Italy so Stara Pazova-based section assembles dimensions in line with products world standards.

- Our company receives laser-cut products from Italy. All dimensions match in millimeter so our workers do not need a measuring device – director of the section points out.

The investors are ready to take over some of the components from our companies but only in case they comply with high quality standards of the Italian producer and become ready to provide sufficient quantity.

When the matching completes, refrigerating devices go through the quality control, i.e. all electrical parts are tested on a special machine.

(Photo: Suzana Obradović)

- Bar code reader recognizes a device. It tests all the parts in the shelf and recognizes in case some of the parts are not functioning the way it should. If everything goes well, it prints translated instruction depending on the country where the product is to be sent - Popovic explains.

As we were told in the company, one part of the current production has already been delivered to trade chain Dis and another delivery of refrigerating devices is ready for Russia as well.

About De Rigo Refrigeration

De Rigo Refrigeration, operating as of 1965, is a leading Italian and one of the leading world producers of high quality professional refrigerating devices. Its rich product line comprises all kinds of refrigerating devices for supermarkets, cooling chambers as well as complex refrigerating systems. De Rigo Refrigeration is part of De Rigo Group holding. It is the biggest member within the De Rigo Vision, one of the biggest glasses producers in Italy. In 2013, De Rigo Group generated turnover of EUR 500 mil.

Suzana Obradovic