Interview published in AUNA’s biannual magazine on July 1, 2025.

https://shorturl.at/tKO3W

What is the expected impact of the tariffs the U.S. is planning to introduce?

While our main commercial channels are focused on Europe — especially Spain, Italy, and Portugal — we are making steady progress in new regions such as Latin America and the United Arab Emirates. These emerging markets open up interesting opportunities, but also require us to be highly alert to global developments.

In this context, the new U.S. tariff policy creates uncertainty for many value chains. In our case, the direct impact is limited, but not negligible: a change of this magnitude can affect logistics costs, raw materials, or electronic components.

That’s why we have been working with a clear contingency strategy. First, we rely on a diversified supplier network, with growing importance placed on national suppliers. Second, we manufacture and customise many of our products directly at our facility in Almansa, giving us independence, flexibility, and control over the process. Third, our technical and product development teams allow us to respond quickly to any regulatory or market change.

In times of uncertainty, having a strong industrial structure, a committed team, and a strategy based on proximity and efficiency makes all the difference.

How do ESG criteria impact your competitiveness against Asian manufacturers?

We are strongly committed to sustainability. And it’s not just about the product — it’s a philosophy that guides every part of our process, from materials to logistics to internal operations.We are actively working to make our supply chain more efficient and sustainable, both in transport and packaging.Compared to Asian manufacturers, we know we don’t always compete on price — but we do on proximity, technical support, reliability, and regulatory compliance. We believe sustainability goals should not be postponed, but supported by a realistic and well-backed transition, especially for European industry.

How has the market evolved for your company since the end of the pandemic?

After the pandemic, we adapted our strategy: we invested in digitalisation, strengthened our teams, and improved key processes. Although 2024 ended with a 5% drop, the overall context is positive: the lighting market declined by 15%, highlighting our resilience.For 2025, the focus is on consolidating our position in Spain, Italy, and Portugal, while continuing to grow in Latin America, the UAE, and French-speaking countries. We are committed to proximity, technical support, and local logistics — all key to agile and sustainable expansion.

How do you adapt your commercial strategies to the specifics of each market?

The key is understanding each market and being physically present. In Italy, for example, we recently opened a new logistics centre that allows us to deliver in 24-48 hours. We also reinforced the commercial team to improve support and coverage.In Spain, our experienced sales team is spread across the country, offering close and highly technical support.In emerging markets like Latin America and the UAE, we are building strategic alliances with established local partners, supported by specialised technical teams.

How advanced are you in digitalisation and new technologies?

Digitalisation is a top priority. We are currently implementing a CRM system to manage leads, campaigns, and events.At the same time, we are already using AI in marketing for content automation and behavioural analysis.We are also developing modular and sustainable luminaires, designed to facilitate installation, maintenance, and recycling. This, combined with our flexible production in Almansa and improved logistics, enables us to respond efficiently to real market needs.

What are the main technological and product challenges for your company?

We are focusing on further specialising in industrial lighting, where we already have a strong presence. At the same time, we are expanding other high-potential product lines like street, outdoor, and decorative lighting. These areas show strong commercial and technical traction, so we are investing in catalogue expansion, certifications, and client training.Thanks to our Almansa plant, we are also customising more and more products — a growing market trend that we’re addressing by expanding our dedicated team.We turn challenges into opportunities through active listening and quick response — both in products and support.

How would you evaluate the AÚNA Partner Day events?

The AÚNA Partner Day events are undoubtedly a key moment in the year for Threeline. We love the format and what it stands for: real, direct connection with distributors, installers, and sector partners.The Barcelona edition exceeded our expectations. We were very pleased with the organisation, the quality of attendees, and the opportunity to strengthen our position as a top lighting brand.It was an excellent platform to present new products and reinforce relationships. This year, we took a step further: we sponsored the Barcelona event and booked demo zones at all editions. This allows us to showcase our new catalogue, now even more professional and complete across all product families.Any areas to improve? It would be great to have more tools to collect attendee data and boost on-site networking activities, helping to make the most of every interaction.