A strategic bet in a complex market

The Brazilian company Tramontinarecognized worldwide for the quality of its knives, is marking a turning point in Argentina. After more than 50 years operating through distributors, the company founded in 1911 inaugurated its first commercial office in Buenos Aires, with the projection of closing 2025 with a growth greater than 100% in the country .

This decision represents a long-term bet in a market that, according to the company, presents challenges due to economic volatility. “We continue to advance and grow just as we have done for more than 50 years,” he stated. Emiliano BaseggioGeneral Manager of Tramontina Argentina, highlighting that its own structure will allow the brand to be more adaptable and strengthen its recognition . The new office will function as a “bridge” with the company’s nine factories (eight in Brazil and one in India) and will have a showroom for clients and distributors. .

From a blacksmith shop to a global giant

Tramontina’s history began in 1911 in southern Brazil, where Valentin and Elisa Tramontina They founded a small blacksmith shop . What began with the manufacture of horseshoes and knives became a global empire through constant expansion :

• 20th century: The company marked milestones with the opening of stainless steel and tool factories, carried out its first export to Chile in 1969 and opened distribution centers in the United States and Europe .
• 21st century: Consolidated its international presence with subsidiaries in Latin America, the Middle East and Asia, launched its e-commerce channel and expanded its offer with new production units .
• 2024: Expansion continued with the opening of subsidiaries in India and Tunisia, and new stores T-store in Peru, Chile and South Africa .

Today, the group has more than 10,000 employeesa catalog of more than 22,000 products and presence in 120 countries .

Going beyond knives: the breadth of the catalog

One of the pillars of expansion in Argentina is to show the true scope of Tramontina’s catalog, which far transcends the famous knives. “Although the consumer mainly associates us with kitchen utensils, our portfolio includes solutions for all spaces in the home, industry and garden,” highlights Baseggio. .

The complete catalog covers diverse categories, many of which the company seeks to develop massively in the local market :

Product Categories	Specific Examples
Home and Kitchen	Porcelain, appliances, wooden furniture, barbecue and mate utensils .
Industry and Construction	Agricultural tools, electrical materials, lighting .
Garden and Outdoors	Gardening tools, plastic furniture .
Others	Children’s items, personal beauty, vehicle accessories .

A vision of the future: local products and reinforced communication

Tramontina’s strategy for Argentina has a medium and long-term vision. The plan includes a high level of adaptationwith the development of products increasingly aligned with the needs of the local consumer and even the possibility of creating exclusive items .

A central axis will be return on advertising investmentsomething that had not happened consistently for more than a decade. The objective is to “reinforce and position the brand in various media,” with messages that remind the consumer that Tramontina is “always in your kitchen, always in your garden.” .

With more than a century of history, Tramontina maintains the spirit of its origins intact: doing things well to transform the simple into the extraordinary, a purpose that it now seeks to reinforce in the daily lives of Argentine homes. .