"At first glance they appear to be simple sports shoes but in fact this is a very special style" said the journalist, while the commercial director, José Freitas, held Indy model and was preparing himself to explain its capital gains. That's how TVI began, these days, a five minutes news report about ICC - LAVORO, to explain what distinguishes the so called regular professional footwear and how to build leadership in an extremely demanding niche market from the normative point of view. Presented as a successful case study by the pivot, Julio Magalhães, ICC - LAVORO was then presented in detail by the journalist Ana Guedes, who had made the point to go through all departments. The brands , the internationally renowned customers, the unique products - such as the boots for firefighters, arborists or the electricity sector with all the idiosyncrasies that make a difference -  the various tests performed at its own laboratory, the reasons for the big new success of the brand with the range LAVORO CUP, the daily production of 3,000 pairs, the different stages of shoe production, that LAVORO’s quality manager, Gualdino Costa, made sure to explain: everything was scrutinized closely and in detail.

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