Rafa Lupion Joins Ferwood

Rafa Lupion joins Ferwood Group as Sales Director for the Spain and Portugal markets. With more than 30 years of experience in the woodworking sector, Rafa began his career with Novorex Iberica/SCM España, where he held commercial responsibility for SCM products. He brings a wealth of specific and in-depth knowledge to this new position with the global Ferwood Group.

"At a time when the Eastern European markets were blocked or complicated due to the geopolitical situation caused by the war in Ukraine, Ferwood received many enquiries from Spain about used machinery. And we couldn't answer them in fully, because we didn’t have the right level of competency in our team for this market", explains Ricardo Rossi, CEO of the Italian company. "Our reputation is built on fully understanding the market and providing the best manufacturing solutions in each region. Following Ferwood's philosophy to ensure the highest level of professionalism, the appointment of Rafa Lupion represents a new chapter for manufacturers in Spain and Portugal."

“This is an exciting new challenge. What has really impressed me with Ferwood is the emphasis on teamwork, creating security and confidence in every aspect of the company. Their commitment to excellence, providing the best solutions to individual production needs, and always delivering the highest product standards is exemplary. At Ferwood, the value chain always begins with the customer, and this is a value that I share.” Say's Rafa.

The appointment of Rafa Lupión, Ferwood adds knowledgeable and direct contact for customers in Spain and Portugal, with optimal technical capacity, sales force and after-sales service. Working alongside Rafa for the Iberian market will be two Spanish-speaking technicians and of course, Diego Marino, sales engineering manager at Ferwood, who says: "We will now have the capacity to provide the highest standard of after-sales service, alongside tailor-made solutions for customers".

"The last 32 years has provided many opportunities to develop personally and professionally as a team leader, and I will always be grateful for this. I have the utmost respect for all the customers who placed so much trust in my team and gave so much insight into their production and business needs over many years. The skills and experience developed ensure that I will continue to provide the highest standards and support to Ferwood customers."

Spain and Portugal are large and important markets, similar to Italy in terms of potential. Spain represents a very mature market with established companies that demand high levels of professionalism. Both regions feature numerous distributors and machinery sellers with excellent reach, and manufacturers receptive to used and reconditioned machinery forming part of their purchasing decisions. 

“We have adopted a staged approach to the Ferwood Spain project in order to consolidate and meet market needs effectively," says Rafa Lupión, "Our objective is to strengthen our technical-commercial network, consolidate our portfolio of customers and achieve a certain autonomy of regional internal stock in order to reduce costs and provide even faster solutions."

At Ferwood everyone is united in striving for satisfied customers - because a satisfied customer is a loyal customer - and this is the same principle that Rafa Lupión has also applied throughout his 32 years career in the woodworking industry. As the new Director of Ferwood’s subsidiary in Spain and Portugal, Lupion says "The young and dynamic team at Ferwood further boost my passion and commitment to apply the successful Ferwood concept to these new regions, enabling customers to fully benefit from the best used and reconditioned machinery, and the very highest standards of customer service."

“I am excited to join the Ferwood Group and do so with the utmost respect and confidence in my new team. Thankyou Ferwood, for this opportunity.”", concludes Rafa Lupión.

Riccardo Rossi, CEO of the Ferwood Group, comments: “We all look forward to working with Rafa and welcome him to the company. We are confident that his expertise will have a significant impact on our organization, helping to strengthen our response to customer demands and further develop the Spanish and Portuguese markets.”