Atlante
News
Procurement and sales in synergy: Atlante’s singular vision for retail
5 August 2025
In an interview with EFA News, Giovanna Chiarini, Business Unit Commercial Director Italy at Atlante, outlines the organisational transformation that is enhancing the company’s ability to respond to the needs of the retail sector with greater speed, consistency and strategic clarity.
A single strategic direction that brings together sales and procurement, turning feedback into action and complexity into competitive advantage.
In her conversation with EFA News, Chiarini explores Atlante’s approach to building tailored international supply chains, the evolving role of the buyer, and the importance of a company culture rooted in vision, responsibility and passion.
Can you tell us about the meaning of this new role that brings together procurement and sales?
Atlante is a global sourcer that creates value through product customisation and the ability to interpret international market trends alongside the specific needs of local clients. By unifying the procurement and sales functions, we’ve reduced the gap between those who buy and those who sell. This allows us to operate more efficiently, anticipating market needs with greater speed and alignment.
In a context where procurement is increasingly expected to generate value—not just reduce costs—what levers are you activating to turn buying into a driver of innovation and differentiation at point of sale?
For us, procurement is a strategic pillar. We leverage international sourcing, co-development with the client and integrated logistics to turn complexity into a competitive edge. Our approach goes beyond buying: we build supply chains, drive innovation and deliver tailored solutions to retailers.
How does integrated management of procurement and retail enable greater responsiveness and commercial consistency?
At Atlante, procurement and sales are in constant dialogue. Procurement captures global trends and innovations, while sales brings in feedback from the market. This ongoing connection allows us to turn an insight into a concrete proposal quickly, anticipate trends and respond precisely to client needs.
How does your past experience shape the strategic choices you’re making today?
My background—ranging from marketing to sales—has taught me to understand every player in the supply chain. It gives me a complete and cross-functional perspective. That’s why I always recommend young buyers spend time in sales: it’s essential to become a well-rounded category manager.
What does it mean to lead both a sales and procurement team under a single vision?
It means breaking down silos and building a cohesive, market-oriented team. These functions no longer work toward opposing goals but share a common priority: creating value for both the retailer and the end consumer. It’s an integrated approach built on daily collaboration.
What values do you aim to pass on to your team each day?
Vision, responsibility, genuine collaboration, curiosity and passion. I want every person to understand the “why” behind what we do, and to feel they are actively contributing to our growth. Without passion, nothing lasting can be built.
What excites you most about your job today?
Everything! I love what I do because no two days are the same—each one brings new challenges and opportunities. I get energy from building connections, driving innovation and growing an extraordinary team. For me, enthusiasm is a way of living work.
Is there a project that has made you particularly proud because of its impact?
More than any single project, what makes me proud is seeing insights turn into real products that are well received in the market. That’s the result of shared work, driven by vision, listening and strong determination.
