All in all, price and quality are valued in Europe. The United States, precisely because of its territorial extension, highly values having material in stock. In addition, the sector in this country focuses on architects and designers, and therefore prices are higher. Here they value brand, quality and service. What have been RIVA’s greatest achievements in the United States? How did you achieve them? From a human point of view, going from ten to seventy employees has been the biggest achievement. As a product, being able to di- versify our portfolio and go from having twelve exclusively wood products to having a catalog with more than one hundred products. Currently we have incorporated everything from custom-made wood floors in our Miami factory with disruptive treatments, to Spanish- made ceramics or moss as a decorative element. The sector in this country (United States) focuses on architects and designers, and therefore prices are higher. Here they value brand, quality and service. On the financial side we have seen great results, with an eight hundred percent growth in three years. For me, all this has been possible thanks to having a really young team, having in-depth knowledge of the product and having been supported by a very ex- perienced sales team. What have been the biggest challenges and how were you able to overcome them? Positioning yourself in the luxury sector requires exclusivity, and for that you need time. In addition, costs in the United States are very high and therefore you have to make a huge initial investment to be able to enter ON THE SPOTLIGHT BY EFE COMUNICA 47