“Not just machines: Giardina Group is the value of those who truly understand the process”
With an increasingly structured network and a strategy focused on the process, Giardina Group aims to further strengthen its presence on the market. Francesc Miquel Fernández Capilla explains the value of an approach based on proximity, trust and shared growth.
In 2025, Giardina Group officially launched the Giardina Group Network, an international network of agents and technicians designed to strengthen the group’s presence in foreign markets. A project born to be close to the customer – truly close – and capable of offering assistance, training, and consultancy directly in the field.
To better understand what this step forward means, we spoke with Francesc Miquel Fernández Capilla, Country Sales and Technical consulting for Spain and Spanish-speaking countries. With him, we discussed the development of the network, the dynamics of the Iberian market, and a relationship with Giardina Group that runs deep.
“My relationship with Giardina Group began many years ago. I was about fourteen when I met Giampiero Mauri, who was already working with my parents at the time. A bond of esteem and trust was immediately established, which over time turned into a professional relationship. As the years went by, I had the opportunity to follow an initial commercial project for a specific client. That was the beginning of a journey that gradually solidified, evolving into a structured collaboration that, with the launch of the Giardina Group Network, is ready to take another leap forward.
Today I’m responsible for the Spanish market and, more broadly, for Spanish-speaking countries. My work spans several fronts: in addition to Spain, I also cover various areas of South America and some parts of North Africa, which due to geographical proximity and linguistic affinity fall fully within our area of competence.”
What were the premises behind your collaboration with Giardina Group and what values drive its development?
“It all starts with concrete action. When two entities that have known each other for a long time begin to collaborate, the first step is often a targeted sale. If the experience works, if there’s harmony and trust, it’s natural to start thinking in terms of continuity. That’s how a more solid and lasting professional relationship is built, step by step.
What makes this process effective is the ability to constantly learn, to generate shared value, and to work as a team. At Giardina Group, the focus is always on the group, never on the individual. The goal is not personal success, but contributing to collective achievement. When this mindset is recognized, the company is ready to support it in concrete terms, providing the tools needed to operate ever more efficiently.”
How are the group’s new initiatives improving operational efficiency and commercial coordination?
“One of the most important aspects is being able to rely on tools that allow us to enhance our daily work and plan more effectively. The new CRM system, for instance, centralizes information and gives us a broader and more structured view of current activities.
But a tool on its own is not enough. What truly makes the difference is how it’s integrated into a broader strategy that looks to the medium and long term. Today it’s essential to understand even what’s not immediately visible: the number and quality of commercial actions initiated, the market dynamics we’re trying to influence, the new sectors we’re exploring.
Often, the value of the work done isn’t measured only by immediate results, but by everything that is built over time. Being able to make that dimension – more strategic, less tangible – visible is essential. It means recognizing effort and turning it into shared company capital.”
In recent years, the relationship between Giardina Group and the Iberian market has evolved significantly. The collaboration is now more structured and direct.
“That’s right. The most recent initiatives are moving exactly in this direction: ensuring a closer presence to the customer, more attentive and responsive. This approach also allows us to act more precisely in defining the product to be manufactured.
Let’s not forget that Giardina Group is the only company in the sector that operates against stock, and this represents a significant competitive advantage. Working against stock means not producing in indistinct series, but organizing production based on real demand. The goal remains to offer the right machine – whether it’s complete coating plants or modular solutions – at the best price and with delivery times aligned with the customer’s real needs.
Another key aspect – he continues – is the ability to ‘intercept’ market trends, so as to act as a proactive player and not passively face the business. In addition to direct feedback from customers, it’s essential to analyze overall market flows and dynamics. If certain trends are confirmed in Spain, Italy, Argentina or Germany, we have solid signals to intervene, by adapting strategies or strengthening specific aspects such as logistics or production times.
This approach not only improves operational efficiency and company profitability, but results in a more punctual service that aligns with the customer’s actual expectations.
In Spain – to give a concrete example – we have a well-structured network of regional collaborators: some follow specific geographic areas, others operate across growing sectors such as composite materials. This model allows us to align our offering with real needs, not only in terms of sales, but also with regard to spare parts, accessories, and application tools.
We work with partners who share our values, ensuring a complete and reliable service from the first contact through to after-sales. We provide technical assistance and ongoing maintenance to consolidate customer trust and support them over time.
Our goal is not just to close a sale, but to build a lasting relationship based on trust, competence, and constant local presence.”
How does the Spanish market look today and what are the most relevant trends in terms of products and production needs?
“The Spanish market is going through a complex phase. On one hand, the still significant presence of used machines in good condition makes it more difficult to establish new installations. On the other, we’re witnessing a structural shift linked to regulatory developments and the growing demand for water-based solutions.
In recent years, the push for sustainability had slowed down due to the 2008 crisis and the pandemic, but now the focus has returned, strong and clear. In this context, our microwave technology represents a real competitive advantage: it’s a solution that anticipates market needs and supports a true ecological transition.
At the same time, production models are changing: classic furniture is in decline, large production lines are less active, while artisans face a shortage of skilled labor. This scenario is pushing smaller businesses towards automation, but with sustainable investments. Giardina Group has been able to respond effectively to this demand, offering tailored solutions that ensure consistent quality, reduce reliance on specialized personnel, and keep costs under control.
Let’s say our motto is “Giardina Solutions”. In the end, we offer solutions to our clients. The goal is also to move beyond selling a single machine, and to take a broader view of the entire process. We are true process experts. I don’t have a single client who hasn’t grown together with us. And that’s a sign we’re moving in the right direction. If the machine we propose helps the client earn and grow, that client will come back to us. Because they know they can trust us, they know we’ll grow together, step by step.”
Looking at Spanish-speaking markets outside Spain, which areas do you currently see as most promising in terms of development and commercial potential?
“It depends a lot on the type of product, but some areas are showing particularly interesting dynamics. I’m thinking of the Maghreb, where tourism is booming and driving construction and related activities. The same goes for several South American countries, where demographic growth and the development of the tourism sector are fueling demand for new buildings and, consequently, for furniture and material processing technologies. In the end, these are economic cycles: we’re observing in these areas similar dynamics to those that shaped Spain’s development forty years ago. And we’re ready to offer our solutions to accompany this evolution, with appropriate technologies and an increasingly structured presence on the ground.”
Why choose Giardina Group?
“Because with Giardina, you choose a guarantee, not just technology. We offer solutions tailored to the customer’s needs, with the expertise and vision to help grow their business over time. Our mantra? Anticipating needs: thanks to advanced analysis tools and a structured international network, we are able to turn market trends into concrete opportunities.
And here lies the heart of our value: constant presence. From the first consultation to after-sales support, our team is close, attentive, and ready to step in. This isn’t just a service: it’s a long-term pact of trust and collaboration.”
GIARDINA GROUP
With over 50 years of experience, Giardina Group stands among the international leaders in machines and technologies for the finishing and painting of wood, glass, and composite materials.