6 divisions, one single focus: the client
Each client has their own special characteristics, and it does not matter if they are large or small, public or private: to be best served they need specific interlocutors, who are aware of their needs and able to predict their requests.
For these reasons 6 divisions have come into being, each one putting attentive professionals to work, each one with its broad range of experience and specific skills for their work sector.
The TRADE DIVISION is the operational unit responsible for managing relationships with the main players in the Italian modern distribution sector: hypermarkets, supermarkets, home & personal care specialty stores, and discount retailers.
This specific organization consists of a sales management team and a widespread network of 18 sales representatives. It is the company’s most important division, accounting for approximately 55% of total sales.
Our operational approach to clients is twofold:
– On one side, the promotion of our industrial brands:
SOFFISOF, which holds significant market shares nationally, ranking among the top three brands in its category (alongside Tena and Lines Specialist):
• In the heavy incontinence segment: 10.2% market share by value (source: Nielsen, YTD December 2021), with strong leadership in the home & personal care specialty stores and discount channels, and an overall leading position in absorbent underpads (absolute leader with a 15.4% market share by value).
• In the light incontinence segment: 5.5% market share by value (source: Nielsen, YTD December 2021), growing by 4.0%, compared to market growth of 3.9%.
BEAUTYCASE, the absolute leader in the national market of absorbent pads for pets, with a 10.8% market share by value (source: Nielsen, YTD December 2021).
LAURELLA, positioned as the leading brand in the value-for-money segment, with a rapidly growing national market share, particularly driven by the launch of the Cotone line: +3.0% in the sanitary pad segment, compared to a market decline of -3.1%.
ASSORBELLO, the leading brand in the value-for-money diaper segment, in a market that is shrinking significantly due to unfavorable demographic trends.
– On the other side, the development of private label products (mainly in the sanitary pad/pantyliner, incontinence product, and pet pad categories), supported by a dedicated structure including:
• A Research & Development laboratory, focused on co-developing distinctive and customized solutions with clients;
• A Graphic Design department, providing tailor-made packaging and display designs.
The TRADE DIVISION maintains partnerships with nearly all major modern retailers in Italy, including:
Conad, Coop Italia, Selex Commerciale, Esselunga, Eurospin, Lidl Italia, MD Discount, In’s Mercato, Agorà Network, Il Gigante, Prix Quality, Italy Discount, Aldi, Acqua & Sapone, Tigotà, Maury’s, Piùme, and Caddy’s.
The PHARMACY DIVISION is the operational unit responsible for managing relationships with Italy’s 19,330 pharmacies, 3,600 parapharmacies, and specialized stores (such as medical supply shops, orthopedics retailers, childcare stores, etc.).
The organization includes a sales management team, two area managers, and a widespread network of 36 sales representatives. It is the company’s second most important division, accounting for approximately 14% of total sales.
The division’s core operations mainly focus on the promotion of the following industrial brands:
TRUDI, with its Baby Care and Baby Nature lines dedicated to infants and toddlers, holds significant market shares:
• Absolute leader in pharmacies in the wet wipes segment, with a 26.5% share by value and 28.9% by volume (source: Nielsen, YTD December 2021);
• Third best-selling brand in pharmacies in the diaper market, with a 5.4% share by value and 4.1% by volume (source: Nielsen, YTD December 2021).
SOFFISOF, offering absorbent medical devices for severe and heavy incontinence, also holds a strong market presence:
• In the severe incontinence segment: 4.2% share by value and 5.1% by volume.
In addition to these (and other) industrial brands, the PHARMACY DIVISION is closely monitoring the evolution of the market, particularly the growth of new retail chains and aggregated groups. With these players, it aims to act as a strategic partner in the design and development of private label product lines.
Today, the PHARMACY DIVISION ranks as the 14th largest company in the dermocosmetic sector in pharmacies, with over 1.7 million units sold (source: New Line Ricerche).
The HOSPITAL DIVISION is the operational unit responsible for managing relationships with Public Administrations, including Regional Purchasing Authorities, Health Protection Agencies (A.T.S.), and Local Health and Social Care Agencies (A.S.S.T.), in the context of:
Public procurement procedures governed by Legislative Decree No. 50/2016 (the so-called “Public Contracts Code”) and subsequent amendments;
Sales through MePA (Electronic Marketplace of the Public Administration).
The organization includes a sales management team and 3 sales representatives. It is the company’s third most important division, accounting for approximately 11% of total sales.
Operations primarily focus on the promotion of the following industrial brands:
SOFFISOF, a range of absorbent medical devices for both heavy and light incontinence;
ASSORBELLO, a line of baby diapers, wet wipes, and skincare products.
The HOSPITAL DIVISION holds a 4.7% market share by value (source: Silc based on data from Confindustria Dispositivi Medici).
The NURSING DIVISION is the operational unit responsible for managing relationships with residential care facilities primarily serving elderly individuals who are fully or partially non self-sufficient—including nursing homes, care homes, and long-term care facilities (RSAs).
The organization is composed of a sales management team, 5 product specialists, and 4 sales representatives. Although it currently accounts for only 6% of the company’s total sales, the NURSING DIVISION has grown by 50% since 2014 and is considered strategic due to the high value of its professional, merit-based relationships.
Operations primarily focus on promoting the following industrial brands:
SOFFISOF
• Absorbent medical devices for severe and light incontinence;
• Cosmetics and personal hygiene accessories (both water-based and waterless protocols).
However, the strength of the NURSING DIVISION also lies in a range of pre- and post-sales services, which are just as crucial as the therapeutic effectiveness of SOFFISOF products:
Market profiling through direct marketing campaigns;
Guidelines for product testing organized by product specialists;
Ongoing support provided by product specialists, including the sharing of DN# tools for managing bed changes, dermatological monitoring, cart load control, stockroom management, and reorder cycles;
Customized training programs, both internal and delivered by certified ECM (Continuing Medical Education) providers (approximately 600 professionals trained each year);
Management software solutions for operational control (e.g., Prolog, Incotrend);
Tailored projects such as prevalence studies, sensory rooms, photography exhibits, recreational activities, and special events.
The NURSING DIVISION holds a 10.4% market share by value, showing strong growth in a sector that has otherwise declined by 5.4% (source: Silc based on Confindustria Dispositivi Medici data).
In terms of numerical distribution, out of approximately 7,300 care facilities in Italy, the NURSING DIVISION currently serves over 1,200 structures.
The E-COMMERCE DIVISION is the operational unit responsible for managing the company’s online sales, which are divided into two main areas:
B2B: partnerships with the main online sales platforms operating in Italy, where all the company’s industrial brands are offered;
B2C: direct-to-consumer sales of the SOFFISOF product line through the company-owned platform shop.soffisof.it.
The organization is composed of a sales management team, a call center dedicated to managing the toll-free customer support line, a dedicated logistics team for nationwide home deliveries, and a support group responsible for managing the company’s social media activities.
Although it was established only in 2017 and currently represents a small share of the company’s overall sales, the E-COMMERCE DIVISION is considered highly strategic, with strong potential for growth.
With specific regard to B2C sales, the E-COMMERCE DIVISION offers private customers the following benefits:
Convenience of a store that is open 24/7 and accessible from anywhere—including smartphones, thanks to a responsive design;
Security and privacy, ensured by advanced encryption systems throughout the browsing and payment processes;
Dedicated logistics, enabling order processing within hours and fast delivery times;
Guaranteed savings, with purchasing plans and promotional offers designed to save both money and time.
The EXPORT DIVISION is the operational unit responsible for managing relationships with international clients, accounting for 15% of the company’s total turnover.
Over the past thirty years, SILC export team established a network of local distributors and partners across three continents: Europe, Asia, and Africa.