Part of the RIVA team poses with the “Best Booth” award in front of the three-story exhibit displaying the company’s expanded portfolio . On the other hand, Europe generates a volume of around 400 million euros, with a Spanish market of around 20 million euros. With these figures, RIVA bet fully on the U.S. market to position itself in the top 10 luxury brands in the industry. Its growth in the last three years has doubled RIVA’s commitment to continue consolidating its busi- ness model in the United States, within a sector open to innovation and new ideas. Borja Iglesias, CEO of RIVA in the United States, explains in this in- terview the keys to the company’s success and the great opportuni- ties for growth that are an example for other Spanish companies that are determined to embark on this highly competitive market. What are the main characteristics of the U.S. market compared to the European and Spanish markets? The U.S. and European markets are completely different. Europe has a higher number of manufacturers in a much smaller territory, which means more supply, less demand, and therefore competitive prices. Spain reflects the European continent; it is a country of highly com- petitive manufacturers. 46 ON THE SPOTLIGHT BY EFE COMUNICA