Borja Iglesias receives on behalf of RIVA the award for “Best Booth” at The International Surfaces Event held in Las Vegas (Nevada) at the beginning of the year. made in Spain makes it more attractive to the U.S. market, although the level of demand is higher. It is difficult to enter the US market but, once you are in it, solid long-term relationshipscan be established. Our goal as a company has always been to set design trends in our sector. We have sought a dynamic product concept that allows us to constantly rethink our collections and be agile in the changes. To take it a step fur- ther, we have set up our factory in Miami to make customized products “a la carte” - a disruptive formula in the industry. How have the strategies implemented by RIVA in the U.S. evolved since its arrival in this country? Our strategy has been to approach the more experienced retailers in the sector and turn them into partners of our value proposition through ON THE SPOTLIGHT BY EFE COMUNICA 49