Spain: Strategic realignment of a. hartrodt
Following office relocation in Barcelona, Lorena Figaro returns as Managing Director.
For 100 days now, Lorena Figaro has been back at the helm of a. hartrodt España, based in Barcelona, setting the course for sustainable growth in the new year. Born in Italy, she most recently served as Managing Director at a. hartrodt italiana in Genoa since January 2024, after having successfully led the Spanish subsidiary for over four years. “Returning to Spain allows me to contribute the experience gained in Italy and continue developing a more strategic view,” she says. She can build on “solid foundations with a clearer strategic focus”.
Headquarters in former industrial complex attracts talents
In addition, a. hartrodt España relocated its headquarters last fall to Colònia Güell, a former industrial complex built in the Catalan Modernist style at the end of the 19th century. Lorena Figaro highlights the “vibrant business atmosphere and room for future development in a very well-connected and dynamic environment” between the city center and El Prat Airport: “This helps us to attract talents.”
High-Quality service for evolving customer needs
Customer development is the focus of a. hartrodt España's strategic realignment. “In Spain's economy, that is showing resilience and steady growth, it is essential to strengthen existing customer relationships while identifying new market opportunities,” says Lorena Figaro. Her strategy is based on “understanding evolving customer needs, offering high-quality service, and having a constant view on the new available tools.” In her customer work in Spain, the manager, who has been with the family business for 18 years, draws on ideas from the Italian market: “A strong focus on processes helps us to work in a more structured and efficient way.”
In Spain, a. hartrodt’s customers benefit from a well-structured and efficient organization, combined with direct and personalized contact. Lorena Figaro emphasizes the “open and trusting relationship”. For 2026, the LCL (less than container load) product and airfreight will be key growth areas.