Being LUBE

At a very young age, Luciano Sileoni began his career as a carpenter and had the intuition to found a furniture factory that would manufacture custom-made furniture products together with his friend Benito Raponi.

This is how SIRA was born in 1967 in Treia, becoming in just a few years a consolidated reality with a recognised brand.

In 1974, Fabio Giulianelli joined the group and the company, which became Mobilificio Lube, began a prodigious expansion, increasing both production capacity and technological research.

The company continued to expand with a capillary sales network throughout the country until it reached a new turning point in 1993 when it reorganised itself by setting up Cucine Lube Over and continuing to grow internationally in a market increasingly attracted by Made In Italy products.

Entering the new millennium, the fortunes of Gruppo Lube changed radically: the company took the name CUCINE LUBE and in zoo3 Sileoni and Giulianelli decided to secure the future of the company by acquiring all the shares and including their sons in the business organizational structure, sending a clear and strong signal of continuity.

Over the years, the Lube Group has gradually expanded its facilities, so as to transform a small provincial laboratory into a large company, always rooted in its home territory: Treia.

Today, Gruppo Lube complex has 4 factories in Treia, 1 in Caldarola and 1 in Pordenone, for a total of 200,000 m2, 2,000 m2 of automated warehouse and a 2,900 m2 showroom, in which approximately 800 employees work for a production of over 350 kitchens per day.

Excellence is also sustainable? To limit its impact on the Planet, over the years, Lube has innovated its facilities, installing 42,800 m2 of photovoltaic panels that have enabled it to reduce its CO2 emissions by 79.5 million tonnes over the last 25 years.

The Gruppo Lube has always aimed to make people more aware of the quality of its kitchens and services. From the 1970's they already had a strategic marketing plan. Initially the Gruppo Lube advertised in print, newspapers and magazines. As marketing evolved, they began to advertise across all media with integrated campaigns on radio, TV, and digital.

Over the years, the brand's tone of voice has evolved. In the early years, it addressed the audience more directly; as it grew in size and market relevance, the brand's tone became increasingly warm and empathetic. It adopted an elegant and institutional style of communication to visually convey its excellence as a market leader.

By creating the Creo Kitchens brand, Gruppo Lube totally changed the world of distribution in the kitchen sector. They introduced a new distribution network, capable of responding to a specific market need with a quality product at a competitive price, capable of contrasting the logic of large-scale distribution.

In 2014, the first CREO Kitchens store was inaugurated, and at the same time began the major advertising campaign that brought the claim 'Affordable quality' into the limelight, reaching the homes of more and more Italians through TV commercials, long videos and dedicated press campaigns.

Today CREO has a complete collection of modern and contemporarv kitchens and a great domestic network of stores, where customers can make a quality purchase at a very competitive price.

A key moment in the Lube Group's transformation is when it decided to focus on stores specializing in the kitchen environment.

The company opened its first LUBE store in 2004. From there, hundreds of new openings followed one another over the years, reaching the prestigious goal of 500 stores in 2020, with the aim of expanding the sales network more and more for an even more widespread distribution throughout the territory.

Starting in 2000, the Lube Group's boundaries expanded further, aiming abroad with the first opening of a single-brand store in Malta, which was followed by inaugurations in the most important capitals, until today in which the company has stores in more than 80 countries around the world.

One of the factors that have made the reality of the Lube Group increasingly solid is the sharing of common values and the same corporate mission.

Precisely for this reason, in 2002, Sileoni and Giulianelli decided to create the first Corporate Event: a moment when the group's sales force and employees get together to share the results achieved so far and take stock of projects and goals for the future.

Over the years, the Convention has become more and more a real event for the Lube world: a much-awaited moment in the company's life, involving dealer customers every year, and in which the lines of strategic development and new goals to be achieved are drawn.

An opportunity to make all participants feel part of the same family, a moment of sharing values culminating in engaging shows with renowned figures like Claudio Baglioni, the Pooh, Gianna Nannini, Eros Ramazzotti, Zucchero, Marco Mengoni, and Antonello Venditti.

From the very beginning, the goal of the Lube Group has always been to create products that meet and anticipate customer needs and market trends, with models that suit the tastes of different targets with various styles, from the most classic to the most modern and contemporary.

Precisely for this reason, over the years there has been an evolution of the entire catalog, in terms of product and image. The tradition in the Lube group world represented by the evergreen models that have marked success over time has always been accompanied by constant research and technological innovation, which together have allowed the company to launch cutting-edge finishes and products on the market.

This eye toward the future has allowed us to address over the years an ever-growing public with more demanding requests, which we can also satisfy thanks to a department dedicated to customization and the conception of custom graphic designs with 3D renderings.

The reliability, functionality and design of Lube Group's kitchens are always accompanied by special attention to environmental sustainability at all stages of production and distribution, evidenced by the certifications recognized over the years: FSC, Ecological Panel Consortium, Greenguard, Management Systems for Environmental Efficiency, Quality, Health and Safety at Work, in accordance with UNI EN ISO 14001, UNI EN ISO 9001 and UNI EN ISO 45001.