RESHORING CASE

Artsana (China)

Company details
Code: 
ArtsanaC
Company name: 
Artsana Group
Company country: 
Italy
Number of employees: 
6588
Sector: 
C - Manufacturing
Sector detail: 
C32 - Other manufacturing
Sub-sectors: 
C32.4 - Manufacture of games and toys
Reshoring details
Reshoring announcement date: 
22/07/2014
Starting implementation date: 
January, 2014
End of Implementation : 
December, 2015
Reshored to: 
Italy
Location of affected unit(s): 
Verola Nuova
Location code: 
ITC47
Reshored business function: 
Production
Partial or Total reshoring: 
Partial
Reasons for reshoring: 
"Made in" effect
Automation of production process
Customs issues
Economic crisis
Firm's global reorganization
Implementation of strategies based on product/process innovation
Increased home country manufacturing productivity (e.g., in US)
Intellectual property protection
Know-how in the home country
Lack of ex-ante location planning
Logistics costs
Proximity to customers
Proximity to suppliers
Case narrative: 

Artsana Group is involved in the production of a variety of goods for babies. It owns several brands including Chicco, Prenatal, Pic solutions, Lycia, Control. Half of the prodution has been sold in Italy, other major markets are Europe and USA. 
In 2009 the company decided to offshore the toys production in China. Economic crisis, custom troubles, and competitors trying to stole production secret let the company to rethink the decision.
New main manager, De Conte, also aims to have a higher control over the production cycle, to reduce total costs, to increase productivity in Italy and to have a production near to customers and suppliers. Moreover, the backshoring should also support innovation and thus the power over competitor pressure.
The backshoring from China already started at the date of the announcement.

Sources: 

L'Espresso 21/07/2014

Sources link: 

http://espresso.repubblica.it/plus/articoli/2014/07/21/news/i-biberon-de...
http://www.repubblica.it/economia/affari-e-finanza/2014/09/22/news/artsa...

Offshoring details
Offshoring date: 
2009
Offshoring location: 
China