Athena's expansion into the Russian market

Alonte (VI), May 2021 - The Athena Group is continuing its process of international expansion which it began some time ago by moving into Russia. By opening a sales office in St. Petersburg, Athena will also be able to increase its competitiveness in EACU countries (members of the Eurasian Customs Union).

The Vicenza-based company, which was founded in 1973 as a small local business, soon became a benchmark brand in the field of industrial gaskets and aftermarket spare parts for two- and four-wheeled vehicles and later expanded to distribute major brands in the motorcycle, tech, sports and outdoor sectors.

 

At present, the Athena Group consists of four main divisions: Industries, Parts, Sportech and Electronics, four different sections which all offer the same high quality products. Initially, the Russian office will distribute Athena motorcycle/automotive spare parts and engine gaskets under the Guarnitauto brand.

The Italian company’s entry into the world's largest country marks a step which is in line with its aim to play a leading role in markets which are large in size and offer huge potential and highly strategic areas such as Russia which increasingly focus on innovation and technological development.

By opening a new office, Athena also aims to improve its management of certain logistics processes including more streamlined processing of orders in foreign countries as well as eliminating bureaucratic and customs procedures imposed by the foreign country. The possibility to sell directly using the local currency makes the economic pricing strategy even more competitive and is another important step for Athena towards becoming more competitive and looking beyond the Italian scenario.

"The opening of a new sales office in Russia was a vital part in our process of internationalisation and spreading our brand to EACU countries", Gilberto Mancassola, General Manager of Athena's Parts Division said.
"The technical requirements, customs procedures and product certifications are very complex. For this reason, opening this office in St. Petersburg helps us to become a key player in the whole of the EACU area since we can reduce the time to market of our products, handle transactions in the local currency and offer a more complete, faster and simplified service to a market that seems to be particularly receptive to Athena spare parts".
 
For more information on the Vicenza-based company, go to the Athena website