To produce glass and crystal-ware by industrial methods, but with the same care as a craftsman: in the words of Roberto Pierucci, Director General of Rcr Cristalleria Italiana, this is the mission of his company. This very important brand accounts for 60% of world production of crystal objects and boasts a presence in 83 countries. We asked Pierucci which foreign markets he targeted, and what he thought were the factors which had produced such exponential growth for his company.

Pierucci, what has caused a company like yours to become so important?

I think that the vital added value that Rcr provides is that of combining strong tradition with new forms and ideas, the result of our collaboration with some top designers. To this I would add the importance we put on the variety of product types we can provide for our clients. At the moment, we have two collections on offer: the first, “Da Vinci”, is composed entirely of pieces made of crystal, and so occupies a high position on the market, while the second, “Home and table”, available at more affordable prices, consists of objects produced in luxion, a superior type of resonant glass patented by Rcr.

What are the main characteristics of Rcr?

Design is our strong point, together with technology. Obviously, everything ultimately connects to the Italian reputation for great manufacturing. This is fundamental, and has typified our company since its foundation.

Do you have any particularly special foreign markets?

Sixty percent of Rcr’s production goes for export, so ours is a company which has made a strategic decision to orientate itself seriously towards overseas markets. Italy remains our principal outlet, our market of reference, but amongst our main customers are the United Kingdom (including Ireland), and China. There is a lot of competition in China, especially from producers of low-priced glass and crystal. We have the edge over over them in terms of quality and lifestyle. Fortunately for us, the image of Tuscany is one of the most attractive in the world.

Is there still a market that represents a challenge for you?

Undoubtedly, that would be the USA: we have a presence there, but not as big as we would like. Our future objective is to be no longer presented as a “follower” but rather to offer clients quite independently our own particular package, consisting of both new concepts and an important tradition.

What do you see as the future for Rcr?

There will be the continuing trend towards innovation. We are putting together focus groups to help create products to be launched in the early part of 2011. We aim to rock the markets, in terms of generating interest and in breaking with the past. We will certainly favour tradition, but we are experimenting with new forms and, above all, with new colours. And then, the future for Rcr clearly includes constant awareness of environmental issues and the matter of eco-sustainability. This is a theme which already concerns our company, but which we intend to reflect upon further, to achieve more improvements if possible in the near future.