A day in the life of Roxa: Edoardo Rosato
Factory life: Where the Roxa magic happens
My day starts at 6:45am. I’m not exactly a morning person, so to wake myself up I jump in a cold shower. After that, it’s breakfast – usually, I have some fruit, bread with jam, eggs, and a few slices of turkey. I’ll always have a cappuccino before heading out the door.
The Roxa headquarters are based in a small town called Asolo in northeastern Italy. It’s a beautiful place, just an hour from Venice, and in the middle of ‘the shoe region’. This area is famous for producing some of the world’s top outdoor footwear. We’re close to another larger town, Montebelluna, which is about 15km away. That’s where many of the ski boot brands we compete with are based.
I’m only 2km from the Roxa factory so my commute is very manageable. During the summer, I prefer to ride my bike, but sometimes I’ll drive, especially if the weather isn’t on my side. Living around here has its perks – on the weekends, or after work, I like to go mountain biking. We’re close to the mountains, which is important to me.
Roxa was founded in 1980, and back then, they were making ski boots for other brands, many of whom are our competitors today. But as the company gained experience, the founders – four brothers – decided it was time to create their own line of ski boots. They already made ice skates and inline skates under the Roxa brand, and so ski boots came after that. I’m proud to be part of this family-owned business, especially as I’m one of the sons of those original brothers! I’m very passionate about the ski industry and sports in general.
I studied English in London originally because I realised that being able to communicate globally is key to expanding our business. When I first joined Roxa, there wasn’t an international sales position, so I helped to create the role. It’s allowed me to travel and get to know how the ski industry works in different countries. Now, my primary responsibility is finding and managing our distributors across the world. These distributors are crucial because they know their markets inside and out and have strong relationships with the local dealers.
When I get to the office, the first thing I do is check my emails. Since we work with clients in various time zones, I often have emails waiting from countries that were working while I was asleep. After that, I take a walk around the factory to check on production. I’m not just responsible for sales, I’m also heavily involved in production management. I oversee everything from handling orders to injection printing, assembly and shipping. I make it a point to visit each department, checking in with the teams to make sure everything is running smoothly and helping solve problems.
Throughout the day, I have meetings with distributors and clients, answering their questions and getting spare parts sent out to wherever they’re needed. During the summer, we’re at our busiest, as we ramp up production for the upcoming ski season. I’m often in meetings or on video calls discussing new products, like our flagship three-piece Cabrio boot, the R3. It’s a product we’re very proud of, as we’re one of only a few brands still producing this style of ski boot.
We’re also innovating with our new 100mm-last, two-piece overlap boot. Fit is the most important thing in ski boots, and we’ve focused heavily on making this boot not only fit better but perform at a high level with an easier entry and exit. With our advanced CAD design software, we can be incredibly precise with our production, using less material while maintaining the boot’s strength and performance.
A big part of my job is staying on top of trends and customer feedback. I talk regularly with key distributors who give me insights from their markets. Together, we analyse what’s trendy online, what colours are in fashion, and what technologies are emerging in the industry. Glen Plake, who is a Roxa ambassador, also has a big influence on our product development. He normally comes down to the office once a year, but if we are trying to create something innovative, or test out new product lines, we always want to know what he thinks. He comes at everything from a different angle than we do in the office, so it’s important to hear his opinion!
We’re always pushing what’s possible, whether it’s with materials or design innovations. For example, for our three-piece boots we’ve developed something called BioFit shell technology, which gives the lower shell a more natural, foot-shaped fit. Combine that with our Intuition liners, and you’ve got a boot that feels tailormade.
While my job can be full on, I love what I do. I’m usually at the office until sometime between 5:30 and 7:30pm. Even though I work in the ski industry, I don’t get to ski as much as I’d like. When I am up on the mountain, it’s typically because I’m working at a product stand, showing off our latest boots while other skiers are testing them.
Still, I make time for other activities. After work, I like to get out on my bike or play a game of football with friends. And once I’m home, I enjoy unwinding with my family – my son is only two years old.
Working in a family business has its challenges, particularly when different generations bring different perspectives to the table. I tend to work more closely with my uncles than with my dad for this reason! But at the end of the day, we all come together for the good of the company, and that’s what matters most. Who knows? Maybe my son will join the business one day and carry on the legacy, but there’s no pressure. I just want him to find what he loves, just like I did.
