In its 35th year, AM Instruments renews its identity and strategy, strengthening its industrial role international with new solutions, concrete sustainability and a future-oriented consultancy
Interview by Elisa Papa for NCF
In its 35th year of operation, AM Instruments is profoundly renewed, marking a turning point with a complete rebranding and a new identity that reflects its evolution from a distribution company to an international industrial reality. The organization into three business units - Production, Distribution and Service - enhances the integrated and highly specialized offering. All the news from the words of the protagonists at the forefront of this corporate evolution: Lavinia Monaco and Andrea Cenni, Chief Sales Officer Italy, and Marco Bugliani, Marketing Manager.
New image and revamped brand. What are the reasons for this change?
MB: In recent years, AM has undergone a profound transformation, going from a distribution company with a focus on the Italian market to an international industrial reality, fully integrated in the Life Sciences supply chain. An evolution that has made it essential to rethink the corporate image, capable of best representing this new identity and accompanying us in future challenges. The rebranding involved every level of the organization: not only a new visual identity, but also a rewriting of the mission, vision and values that guide us every day. A strategic change, not just an aesthetic one, designed to strengthen our positioning. "Beyond the invisible" is not just a slogan, but the synthesis of our approach: facing complex, often invisible challenges in order to offer concrete and valuable solutions to our clients.
How have you approached and experienced this path of evolution?
AC: AM's transformation into an international industrial reality also required a major reorganization on the commercial front. We felt the need for more effective tools and a structure capable of enhancing the completeness of our offer, while guaranteeing a clear and direct flow of information to customers. Therefore, we redefined our proposal by articulating it into three business units: AM Production, dedicated to the development of cleanroom contamination control products and technologies; AM Distribution, focused on the selection of the best international suppliers for the Life Sciences sector; and AM Service, which offers technical assistance, training and operational support services. AM Production represents the innovative heart of the group, with leading brands such as Pharmaclean ®, specializing in Tyvek® covers and bags for sterilization, and Zherox®, a leader in biodecontamination systems with HPE technology.
However, what about the other divisions?
LM: The AM Distribution business unit is also strategic: with more than 3,800 products in the catalog and in-house stock management, we are able to ensure continuity of supply even at the most critical times. The Service division supports customers to ensure business continuity and avoid interruptions in production processes. We offer on-site biodecontamination and contract pharmaceutical repackaging services, as well as validation and advanced technical assistance calibrated to digital and technological evolutions. Finally, with AM Campus, our long-standing training service, we have been transferring know-how and skills to industry professionals for years, contributing to the dissemination of best practices and the professional growth of our stakeholders.
Do we talk about the consultative approach with clients?
AC: Underlying all our activities is a solid expertise that goes far beyond experience gained in the field. It is a constantly evolving knowledge, fueled by constant training and refresher courses made available to the entire team. At AM, we don't just provide products or services: we tackle complex, often still ill-defined problems with the goal of offering effective, customized solutions. To do so requires the ability to "go beyond the invisible," as we said earlier. Our consultative approach translates into a constant presence alongside the client, through feasibility studies, QA consulting, effectiveness testing, prototyping, and in-depth analysis. The goal is always one: to find the best solution for each specific need.
LM: An effective approach, as much as it is cross-functional! We are not talking about a single salesperson, but a truly integrated team involving quality, product specialists, production and, of course, the sales department. Only through continuous sharing of skills and information are we able to respond promptly and concretely to our customers' demands.
What is sustainability for you?
MB: Sustainability is at the core of our identity. It is not only a stated value, but a concrete guide for every daily choice we make. All of AM's activities are inspired by the principles of Environment, Social and Governance, which we decided to structure even more clearly with the launch, more than three years ago, of a conscious journey culminating in our first Integrated Report, published in 2024. This document is a key step toward a truly active sustainable policy, involving all levels of the company. We have installed a photovoltaic system at our Cesano Maderno production site, reduced CO₂ emissions, promoted zero-impact events and launched concrete initiatives such as recycling cigarette butts, thanks to the collaboration with our partner ReCig®. We also carry out actions in the social sphere, supporting realities that deal with gender equality and combating violence. At the organizational level, we have adopted model 231 and a whistleblowing system to ensure transparency and protection of our employees. We believe in a sustainable future, to be built today with responsibility so that the next generations can truly benefit from it.
