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Besides coffee, there is water. Nims, a Padua-based company specializing in the distribution and direct sales of coffee capsules, has been part of the Lavazza Group since 2017, entering the national market for microfiltration and chilled water systems. “This is a market with fast-growing consumer trends, a product that is already well established in some northern countries and one that has a lot of room for improvement in Italy”, explains Davide Celin, appointed by the shareholders’ meeting as the next CEO last April. This is thanks to the long experience he has gained in the company over the past three years, where he initially worked as a sales account and as general manager.
This is a complement to the main business of coffee: the water products – whose production is entrusted to Italian companies – aim to bring fresh and safe water into homes, but also into offices and companies, paying attention to a consumer group that demands taste. , but also to saving time and the impact of water or glass bottles on the environment. “A new concept of smart water”, Celin defines it: pure and controlled, even if it comes from the tap: “The new products in the Star Tap smart water system range, all made in Italy, allow you to get purer water with the help of innovative and efficient designer refrigerators that eliminate bacteria and micro-filter the water in the supply, and personalize the water in taste and temperature. At the same time respecting the environment.”
Contact with the customer is entrusted to personal shoppers (as is already the case with coffee): a small army of 3000 home sales professionals trained by the company, who perform this duty in their free time in some cases as a supplement to the main income, but with a hard core of more than a thousand, making it the main source of income. They respond to requests and propose the best solutions in an almost tailor-made way to meet the different needs, from the purchase experience to the subsequent stages.
As for coffee, which still accounts for 80% of the overall business, it is based on the “Lavazza in Black” machine and capsule system. After the COVID-19 pandemic and the smart work effect led to a surge in demand for home coffee, a consumption trend is now emerging, with young people preferring milk drinks such as cappuccino.
Founded in 1979, Nims has 140 employees and achieved a turnover of more than 120 million euros in 2023 (up 5% on 2022), with 335 million cups of coffee dispensed. Since the partnership with Lavazza, nearly 10 billion cups of coffee have been dispensed to more than 1 million customers. In 2023, the number of new customers reached 32,581.
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