Croci Spa

Croci Spa was founded in Varese, Italy, in 1990 thanks to the entrepreneurial spirit of the Croci brothers. Over the years, through constant investment in research, innovation and customer service, the company has acquired a strong foothold in the global pet market.

Certification

Today the company is consolidating its presence in the Italian and international market with the development of own brand products for both aquarists and pet-related segments. Croci Spa was the first Italian distributor to receive ISO 9002 certification back in 1998. The company built on that certification and was subsequently also awarded ISO 9001 certification for its activities in the area of design, development, production and trading.

Expansion

In 2010, the year of the company’s 20th anniversary, Croci Spa moved to its new headquarters in Castronno, close to the Milan-Varese motorway. Each department was significantly expanded, ensuring a single yet much larger storage area for all products. The total surface area is 42,000 sqm, of which 10,000 sqm is dedicated to the warehouse which has room for at least 12,000 pallets. Considerable space has also been dedicated to the company’s Research and Development Laboratory as well as to the showroom, which is stocked and organized throughout the year to showcase the products to salespeople and customers alike.

Takeover

Also in 2010, Croci Spa acquired Amtra, the European leader in aquarium care products. Amtra developed from the work of Aquarium Glaser, specialised in importing, studying and breeding rare species. Combining the biological knowledge of fish and the technical knowledge of water treatment, Amtra has developed a complete range of products that is the perfect fusion of nature and technology. The takeover was an important step as it allowed the companies to integrate its knowledge and experience to create a product range that covers every requirement for aquatic animals and pets. Wave is the flagship brand of Croci Spa for aquaristics and offers products designed and manufactured by an R&D team which is in constant communication with various scientific communities. Wave products range from the simplest aquariums, ideal for newcomers, to the most advanced equipment, offering a complete range of high-quality products.

Product diversity

Nowadays the company offers its customers an extensive product range with more than 6,000 items dedicated to not only the core business of aquaristics (Amtra and Wave) and pets (Croci Spa), but also ornithology, reptiles and rodents. 14 www.petsinfo.net June 2015 Natural and organic pet food PETS International One of the strengths of Croci Spa is its clothing line for pets: each season introduces new elegant and colourful garments embellished with exquisite details and fashionable embroideries. All clothing products are designed in-company which is passionately dedicated to the welfare of man’s best friend. Each product is created in Italian style and with special attention to craftsmanship and design.

The company’s product range has expanded since 2010 thanks to its collaboration with Warner Bros and the acquisition of the Looney Tunes license for the Italian market, which led to the development of a product line entirely dedicated to pets.

The licenses were gradually expanded with the inclusion of well-known brands such as Hello Kitty, Disney and Love Therapy by Elio Fiorucci. In 2014, as a key step into the world of pet food, the company introduced two new brands, the wet cat food brand Vibrisse and dog food brand Tobias, both being brands of complementary foods prepared with only the finest ingredients and without additives or preservatives.

Moreover, the company offers a wide range of snacks for both dogs and cats ranging from dog chews with meat or fish to the brand new rawhide-free bones and 100% vegetal line.

Sustainable products

At the time of its 25th anniversary, Croci Spa offers a wide range of products characterized by added value, with the brand Croci Spa acting as a guarantee for consumers and as a true representation of the company and of its values such as reliability, innovation and respect for the environment.

In 2015 Cerberus Ltd., a manufacturer of ecological litter for cats, joined the group in offering Eco Clean litter: 100% vegetable and biodegradable, an innovation for the pet market increasingly focused on ecology.

The innovative ecological litters are made from particular plant fibres with low environmental impact. These fibres are mainly derived from local plantations, allowing for a direct control on quality and cultivation techniques.

The new LED lighting system, a leading product for the brand Wave, is becoming increasingly influential in the aquarium field. Low power consumption is the first aspect that comes to mind when talking about sustainability of LED technology. The new LED technology allows for a better performance requiring less power and it provides more lumen output than the old versions.

The secret of success

The success of Croci Spa stems from its continual development of new solutions and from its customer oriented philosophy, which aims to constantly improve the quality of every aspect of its customer service:

• Tablets are used to manage orders so the Italian and international sales force can interact effectively and immediately with customers and offer detailed information about sales conditions and product availability
• No minimum amount is required for orders
• Fast delivery times with the option of a ‘Green Line’ service for urgent deliveries
• Customer care and technical departments ensure good support and after-sale services to help customers and to respond to their requests as quickly as possible

Currently, the Croci group distributes its products in an increasing number of countries worldwide, both in and outside of Europe. The company’s long-term objective is to consolidate its presence in the pet market as a group and become the global reference point for aquaristics and pet products.