The project was developed by first defining the strategic rational (benefits both on the top line and related to the efficiency of the operation of the sales network) and target customers. Then a Lean Testing was launched to verify on the field the hypotheses of value (recognizability of the brand in the sale of a product very distant from the current, lock in of the customer, better commercial offer, …) the new business line and its sales channels (performance of the current sales network vs. performance of a dedicated sales network)