Setting sail for Italy: Opportunities abound, from green shipping to gourmet food

Strong interest in food, fashion and design – combined with a maritime industry and energy sector undergoing major change – creates many opportunities for Norwegian companies looking to expand into Italy, either through exports or by establishing a local presence.

But to succeed, you need to do your homework, according to Cristian Horn-Hanssen.

He heads our office in Milan, where six colleagues work to facilitate and strengthen business relations between Norway and Italy.

Through a range of events, exhibitions, trade fairs and tailored programmes, we can help Norwegian companies enter the Italian market.

‘There are significant historical ties between Norwegian and Italian industry, particularly in the oil and gas sector. Italy has had a presence on the Norwegian continental shelf for many years through the oil company ENI Norge, which now also works across the energy sector through Vår Energi and Vårgrønn,’ he says.

'Norway’s shipbuilding industry also has an Italian connection. Vard, for example, is owned by the Italian company Fincantieri.'

Italy offers many opportunities across a wide range of Norwegian industries, from green shipping and renewable energy to electric cars, furniture, seafood, superyachts and the circular economy.

‘This also includes all the supply chains within each sector. Norway has many supply chains that are relevant to the Italian market,’ says Horn-Hanssen.

Read more about opportunities in the Italian market

As the world works to meet its climate targets, renewable energy – and expertise in reducing emissions – is becoming increasingly important. Horn-Hanssen believes Norway has much to offer Italy in this area.

'Green shipping encompasses everything from the fuels used – hydrogen, green ammonia and batteries – to various technologies and solutions for improving efficiency and decarbonisation,' he says.

'We also work closely with developments in offshore wind.'

Our team in Italy has worked with a range of Norwegian companies in energy, green shipping, food and seafood, fashion, design and the furniture industry.

'When it comes to fashion, Italy and Milan are an international hub. Many Norwegian companies in this sector see Milan as a good place to begin their international expansion,' he says.

We have run several competence-building programmes that bring together 8–12 companies aiming for global growth, with Italy as their first market. The programme is delivered in partnership with Bocconi University, one of Europe’s leading universities in economics and fashion.

He hopes to see more Norwegian companies establish themselves in Italy. But there are a few important things to bear in mind.

'One of the most important things is to understand the business culture. It is quite different from Norway,' he says.

For example, building personal relationships is essential to establishing trust.

– 'It is important to have a visible presence,' says Horn-Hanssen.

For example, many people make the mistake of not following up with contacts they have made at exhibitions and trade fairs.

'If you want to build business relationships, you need to be present. For example, it is not enough to attend a trade fair one year and then fail to follow up the next time. That only suggests you were not particularly interested,' he says.

The Italian business hierarchy is also much stricter than in Norway. Here, you are expected to follow the chain of command.

'In Norway, an employee can contact a company’s CEO directly. That would be almost unthinkable here. Decision-making processes can be much more complex in Italy,' he says.

It may also mean that you need to be more patient here.

One Norwegian company we have supported in Italy is the listed solar energy company AEGA. The company acquires and optimises small solar power plants in Italy.

Buonsanti studied in Norway well over ten years ago. After graduating, he and two Norwegians decided to launch AEGA. We introduced them to various organisations that might be interested in selling their solar power plants – marking the start of a business venture that has now spanned ten years, with roots in Norway and operations in Italy.

He agrees with Horn-Hanssen that understanding Italian business culture is essential.

Although he is Italian himself, his first encounter with Italian business culture came through AEGA – as a representative of a foreign company.

– I would recommend that anyone looking to expand into Italy brings someone with knowledge of the local business culture on board.

Read more about our services in Italy