TOOY: Global Expansion through Innovation and Sustainability. This project has been carried out with the contribution of the European Union.
TOOY Srl’s internationalization project was conceived with the aim of strengthening the company’s presence in key design lighting markets, with particular focus on the United States and Central-Northern Europe, including France, Germany, the Scandinavian countries, and the United Kingdom. The initiative is based on an integrated strategy combining the reinforcement of corporate identity, the enhancement of digital communication, and the development of innovative solutions capable of interpreting the excellence of Made in Italy in a contemporary way. At the same time, the project includes the opening of co-working spaces in New York and Milan, as well as participation in major international trade fairs, with the objective of consolidating the brand’s positioning within the main design hubs and fostering new collaboration opportunities in foreign markets. The initiative aims to further strengthen TOOY’s positioning within the high-end international lighting market, enhancing the principles of quality, craftsmanship, and innovation that define the company’s production. In this direction, the project involves the expansion of the brand’s digital presence through targeted marketing and communication strategies, the appointment of a Temporary Export Manager to oversee target markets, participation in leading international trade exhibitions — including Euroluce 2025 — and the implementation of design innovation initiatives. These actions include the adoption of low environmental impact technologies, the use of sustainable materials, and compliance with regulations in target markets, also through the acquisition of international certifications such as UL certification to access the North American market. Through these initiatives, TOOY strengthens its brand recognition internationally and reinforces its commitment to sustainable growth, innovation, and the global promotion of Italian design excellence.
