Servitization: SCM reinvents the customer relationship in the digital age

We were rushing towards the Scm Group exhibition area. We had arranged with Alessandra Leardini, SCM's press relations manager, to meet with Pietro Gheller at 2:00 PM. We didn't want to keep them waiting. I first met Pietro at DACH+HOLZ International 2024, when he told me about SCM's investments in the timber construction sector and the new Oikos generation for the first time. I've been in touch with Alessandra since Xylexpo 2024, after that memorable press conference when SCM shocked the industry by abandoning physical machinery displays in favor of an approach focused on complete digital solutions..

I also noticed Paul Nastase in the reception area. I was surprised by his presence there, but curbed my curiosity for later. I had already noticed Alessandra in the generous SCM visitors' reception area in Hall 13. After a glass of water, We started...

Ample exhibition space

The first impression when you enter the SCM area at Ligna 2025 is that you are not in a simple exhibition stand. It is a real industrial district, with over 3,300 square meters strategically distributed. In addition to a dominant main space in Hall 13, there's also stand D05 in Hall 16. There are well-mapped alleyways connecting the different themed areas, each dedicated to a specific philosophy of approach to woodworking.

Pietro Gheller, director of the Wood Division at SCM, greeted me with the energy of an Italian manager. For him, this is the company's 50th Ligna - a milestone that coincides with the 50th edition of the fair itself.

"For us, 2024 was the year of strategic acquisitions," Pietro tells me as we head to the first stop on the tour. Behind that simple phrase lie two major operations that are redefining SCM's position on the map.

Techno Logica and the digital revolution

We stop in front of the stand Tecno Logica, the July 2024 acquisition which seems to be Pietro's pride and joy. "See this installation?" he asks rhetorically, gesturing to the complex system in front of us. "It truly represents the future - complex engineered systems that achieve high levels of productivity, combined with an important mix of flexibility."

Tecno Logica is no ordinary acquisition. It specializes in solutions for the furniture industry, and what it is presenting here at Ligna - an innovative solution for applying cant tape - "was a real novelty for the entire industry," Pietro points out with the pride of someone who knows he has made a winning investment.

The second acquisition, Mecal Machinery in December, opens new horizons. "It's an Italian company specializing in carpentry and aluminum profile processing," Pietro explains. "Basically, it greatly strengthens our commercial offering and makes the SCM group increasingly diversified and strong."

Oikos XS 650: Story from Tuscany

The walk continues to one of the central alleys of the SCM area, where Pietro stops next to the new Oikos XS 650. "Wooden buildings are our future!" he declares with the conviction of a man who has seriously invested in this vision.

Behind the car we see is a story of investment and long-term vision. "We invested over 10,000 square meters in the expansion of our factory in Sinalunga, Tuscany. We've strengthened our teams, reinforced our technical office," says Pietro. The result of this massive investment is now in front of us - the Oikos XS 650 in its first international appearance.

"The feedback from customers has been tremendous," Pietro continues. "We strongly believe that the timber construction segment will see the most pronounced growth in the coming years." It's a bold statement, but Pietro speaks with the authority of a man who has seen the market transform and invested accordingly.

At DACH+HOLZ last March he told me about the previous generation, the Oikos xs, and the Maestro Beam and Wall software. Now, at Ligna, the evolution is evident - not just in technical terms, but also in the scale of the investment behind it.

Global strategy: From India to France

Continuing the walk through the SCM complex, the conversation naturally drifts to geographical expansion.

"Proximity to our customers is essential," he explains. "In recent years we've opened branches in India, Vietnam, Turkey, Slovenia..." Then comes the news that surprises me: "Next year we celebrate 50 years in France - a milestone for us - and we're launching a new branch for that market."

Fifty years in France. It's a figure that says a lot about SCM's longevity and stability in European markets. "We continue to strengthen in Austria, Switzerland, Germany - strategic markets for us," Pietro adds. "We are constantly investing in showrooms, digital corners, but most of all in our people."

Training for all the group's technologies is essential in his vision. It is a holistic approach that goes beyond simple equipment sales.

From Xylexpo to Ligna: Lesson learned

We're approaching the digital zone with interactive displays, and I can't help but recall the controversy at Xylexpo in May 2024. Back then, SCM stunned the industry by ditching the physical display of machinery in favor of a full production workflow approach and digital solutions. The decision generated intense discussion, much of it critical.

"At Xylexpo the focus was on complete processes and digital solutions. Here at Ligna we demonstrate that we can combine the physical with the digital."

It is a lesson learned, a smart adaptation to market feedback. Pietro doesn't seem bothered by the criticism at Xylexpo; on the contrary, he seems to have constructively integrated it into his strategy for Ligna.

Servitization: the industry watchword

"There's a really important transformation happening in our industry," Pietro tells me, pausing deliberately next to the area with interactive screens. "It's related to what we call 'servitization'." The Italian term is "servitizzazione", a combination of "servizi" (services) and "innovazione" (innovation).

Servitization. It's a word that comes up obsessively in conversation with Pietro and seems to be the red thread of SCM's strategy. "We want to build a whole ecosystem around the machine! Not just technology and innovation, but services and digital innovation. Our vision doesn't stop at selling a car - we continue to assist the customer in the next phases through high value-added services, spare parts, the relationship through digital channels."

Gesticulate to the screens around us. "See all those screens? Our entire digital offering is geared to enable the customer to have continuity in production and fundamentally improve their performance. We're close to our customers throughout the entire lifecycle of the equipment, not just at the point of purchase," he emphasizes the focus now on the after-sales process, building long-term customer relationships.

My conclusions

SCM is no longer just a machine manufacturer - it is the architect of a fundamental transformation in the way the woodworking industry relates to technology, service and customer relationships. I am pleasantly surprised by SCM's transparency, the courage with which it takes on and manages its communication with the public and customers, the speed with which it acts.

I met Pietro for the first time at DACH+HOLZ, I met him again at Xylexpo during the controversy, and now at Ligna at the time of the maturation of the strategy. It's an interesting evolution to watch, to say the least - both the man and the company of which he is part of the management. It may also be a case study for other companies in this industry that prefer to over-control their communication.

As I was leaving, I noticed Paul Nastase again. And obviously, I found out why he was there.

Interview conducted on May 29, 2025 in Ligna Hannover