Market, Relationships, and Service: the Vision of Abra Iride USA

Abra Iride USA was the first foreign branch of our group—a strategic and bold step that opened the way to a new approach to being present in international markets. We spoke with Leonardo Checchin, commercial manager of the U.S. office, who shares not only the dynamics of the North American market but also his personal and professional journey within the company.

Abra Iride USA was the first foreign branch of Abra Iride. What were the strategic reasons for opening in the United States?
The United States has grown over the years to become one of Abra Iride’s most important markets. We felt that being present on-site would allow us, on one hand, to offer an even better service to our existing clients, and on the other, to reach potential customers that, due to the geographic distance, we could not effectively intercept and support from Italy.

You have a long personal journey at Abra Iride. Can you tell us about it?
My journey at Abra Iride is now approaching the 20-year mark, having started back in 2006. Over the years, I have managed various international markets with progressively greater responsibilities and volumes, mainly outside Europe, including the Middle East and Southeast Asia, in addition to the North American market, which I began overseeing in 2008.

During the pandemic—or just before—it became clear that we should focus our efforts where my skills could make the greatest impact: North America. This is how Abra Iride America was born, and also how my transfer to the United States came about, together with my large family, in July 2021.

How was it to move to the U.S. with your entire family?
Although there were some initial challenges, as expected, the integration period was fairly quick, especially for my school-aged daughters, thanks to the school system and sports activities. My wife faced a few more challenges, particularly because we arrived in the U.S. with a newborn who naturally required a lot of attention. Even in this case, time and patience played their role.

I must sincerely thank my family for supporting me in this experience. If I were to give advice to anyone considering a similar move, I would suggest carefully considering the impact on your personal life, whether you have a family or not. Cultural differences are significant, and without a good dose of flexibility and willingness to step out of your comfort zone, it is difficult to settle in and feel truly at home in a new environment. Fortunately, we are happy and can say that we now feel at home in the United States.

How has the stone processing market in the U.S. evolved in recent years?
After the post-pandemic rebound and enthusiasm, the following years were more complex due to economic factors (particularly inflation), changing workplace safety conditions, political uncertainty, and, last but not least, the recent and still unsettled issues regarding trade between the U.S. and the rest of the world. That said, the United States remains the number one market for both stone materials and the technologies connected to their processing. As always in such conditions, those who have made a difference—not only in terms of product offerings but also in promotion, marketing, and digital presence—have continued to thrive. We are proud to say that Abra Iride is a long-standing partner of many of these clients.

What are the main needs of U.S. clients regarding stone abrasives?
American clients look for consistency in product quality, speed of response, flexibility, and clear communication—in short, everything that can be summed up by the term “service.”

What distinguishes the American client from the European one, both commercially and technically?
If I had to define a typical American client, I would say the approach is, more than in other countries, very direct and straightforward. In negotiations, clarity, speed, and offering a solution that shows the client that Abra Iride is the right choice are essential.

In a mature and highly competitive market like the U.S., what are the biggest challenges for a company like ours?
Capturing client feedback and having the flexibility to take the path indicated before others. In short, this is also reflected in our motto: one step beyond!

Can you tell us about a particularly significant project or collaboration developed locally?
As mentioned earlier, we have been working closely with major industry players for many years, supporting them over time in their technological developments—both regarding machinery and materials (specifically, agglomerates). We are often called upon to collaborate in creating specific, customized solutions.
I believe the most significant aspect is developing relationships that earn our clients’ trust to the point that we are involved in their development stages.

How do U.S. clients perceive “Made in Italy” in our sector?
The link between stone processing and Italy is almost immediate, even for those outside the sector, as it is rooted in centuries, if not millennia, of history. The “Made in Italy” label is certainly a value and an important calling card, but it is not enough on its own. We should not rely on it as the only strategy; clients look to the future and seek concrete solutions, not just history and tradition.

What strategies are you adopting to strengthen Abra Iride’s presence in such a vast and diverse territory?
We rely on different distributors across the country, as well as independent consultants and agents. We are also actively seeking professionals who can work alongside me in the field, especially for the fabricators segment, which represents the part of our business with the greatest growth potential.

What does it mean for you to represent Abra Iride in the American market?
It is a responsibility I gladly take on. It means representing and carrying forward, to the best of my ability, the values that have made Abra Iride one of the leading players in its niche market since its foundation. Feeling the trust of the company on one side, and of my clients on the other, makes me look to the future with great optimism.

Abra Iride USA continues to grow thanks to a practical, flexible, and collaborative approach, building relationships based on trust. Thank you, Leonardo—good work and best of luck!