Find distributors and top retailers in Italy

Identifying the top retail chains in Italy where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Italy

Italy is one of the larger economies in Europe, but also a country with very different regions, ranging from rich to poor. Italy has a rich cultural heritage, with Rome being one of the oldest continuously occupied cities in Europe. The country’s official language is Italian, but there are regions where German, French, and Slovene are primarily used.

As of 2024, Italy’s population is estimated at approximately 58.78 million. The country has been experiencing a population decline since its peak in 2017, with a negative growth rate due to a higher death rate than birth rate and negative net migration.

Italy is known for its diverse industrial sectors, ranging from fashion and luxury goods to automotive and machinery. It’s a significant player in the European and global economy.

The major urban centers include Rome, Milan, Naples, Turin, and Palermo. Italy is characterized by an uneven population density, with dense populations in the Po Valley and metropolitan areas of Naples and Rome.

Top-5 supermarkets in Italy

Conad: Leading the market with a total sales of €18.45 billion in 2022. Conad has a diverse network of 3,332 outlets in various formats including supermarkets, hypermarkets, and discount stores.

Gruppo Selex: Reported a turnover of €16.7 billion in 2021. With a market share of 14.6%, it is the second largest player in Italy’s modern distribution sector. The group consists of 18 member companies and operates 3,190 stores.

Coop: Recorded a turnover of €14.3 billion in 2021. Coop Italia managed to slightly increase its market share in the large-scale retail sector and operates more than 1,600 outlets.

Gruppo Végé: Saw continuous growth over the years, ending 2021 with €11.95 billion in sales. The group is a market leader in several Italian regions and operates 3,836 stores, the most of any nationwide group in Italy.

Esselunga: Achieved consolidated sales of €8.5 billion in 2021. Known for its superstore format, Esselunga has 168 stores primarily located in Northern and Central Italy.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Italy in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.