Grupo Lo Monaco

Grupo Lo Monaco or Lo Monaco Group is a Spanish company based in Granada and founded by Livio Lo Monaco and Beatriz Muñoz. Lo Monaco Group is known mainly for selling rest equipment and for introducing latex mattresses in Spain, however the company began by selling homeware products.

In 1996, the company began through the sale of homeware products by direct and distance selling. Lo Monaco used television advertising campaigns based on the professional experience of the founders in Italian companies with similar marketing systems. In 1998, the company started selling rest–related products.

In 1999, Lo Monaco began commercializing in the Spanish market, selling latex mattresses. Since then, mattresses have been the company's main product. Between 2002 and 2005, the company expanded and later abandoned its line of homeware, focusing solely on resting products. This change and increase in business required managers to rethink the company's internal structure. Currently, the company has a board of directors consisting of the two original founders and two external directors, José Luis Llano Nueno and Michelangelo. Alfredo de la Moneda is currently the Managing Director (2002–present).

In 2005, the group beganLo Monaco Hogar Canary, responsible for commercializing the Group's products in the Canary Islands and Lo Monaco Distributionin order to vertically integrate the logistics. In January of this same year,Miguel Angel Llano became the CEO and the company increased its profitability. In 2007, the company suffered changes motivated by the need to adapt to new market trends, culminating with the launch of a viscoelastic mattress.

In 2010, Group Lo Monaco introduced a mattress base which allowed the sleeper to personalize the rest equipment on the basis of the morphological characteristics of the sleeper. In 2011, the company started selling a new mattress with three sleeping features: comfort, stability and optimal temperature. This new mattress is the result of study in the R&D department of Lo Monaco.

The group has a 50% co-shared company, focusing on logistics: Lo Monaco Distribution, based in Guadalajara, focuses on Mexican territory distribution. This company facilitates the delivery, installation and removal of the products sold in that area. From Andalusia, everything is managed from Granada, the headquarters of the Group.

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