We recently had the privilege of interviewing Antonello Marrocco, Owner of No+Vello Italy and International Development Manage, a prominent franchising specializing in advanced aesthetic treatments. With a revolutionary flat-rate pricing model for IPL (Intense Pulsed Light) in the hair removal industry, No+Vello has established itself as a strong player in the market.
By importing the brand back to Italy, Antonello led the development of the network, crafted the brand strategy and statistical systems, alongside creating a detailed analysis of the sector in Italy. In this insightful interview, Antonello shares his journey with the company, challenges, and triumphs, and visions for the brand, and his take on balancing personal-professional life.
The Beginning
We first asked, “Can you tell us about your professional journey and what led you to your current role?”
Antonello Marrocco shared, “I started my entrepreneurial career in 1990, the year in which I opened my first video store. In 1991 I attended, as a guest, the first franchising fair in Italy in Milan and I fell in love with the franchising sector until 1998 I opened 5 proprietary video stores and in that year I started the franchising of automated video stores under the LASERVIDEO 24h brand and opened around 1000 stores in the Italian territory in 10 years.
I was in the sector until 2008 when I sold the company and took a sabbatical. During this year I continued to study the franchising market and understand what was happening in this sector all over the world. From this research, after having evaluated various sectors, in October 2009, I had the opportunity to meet the No+Vello brand at the franchising in Valencia. After almost a year of negotiation, I managed to bring the brand to Italy by presenting the business model at the franchising fair in Milan in October 2010 and opened the first direct sales point in November 2010. At the beginning of 2011, I started developing the brand in franchising and today we have around 180 centers throughout Italy.”
Standing Out From the Competition
To stand apart from the competition, every business needs to adopt a unique approach. We asked, “What sets your business apart from competitors in the industry?”
Antonello Marrocco replied, “No+Vello revolutionized the market by introducing a flat-rate pricing model for IPL (Intense Pulsed Light) hair removal, making professional treatments more accessible and affordable for a wide audience. This approach simplifies costs for customers compared to competitors charging by body area or session length.
Over the years, numerous competitors began adopting our business model. In response, we proactively initiated the development of a groundbreaking innovation that was previously unavailable in the market. After extensive research and years of development, we successfully launched our Fusion method in 2017, setting a new standard in the industry.
Our Fusion Method has enabled us to distinguish ourselves from the competition in a remarkable and impactful way.
We are the only ones in the world to offer this method and protocol, which complements IPL (Intense Pulsed Light) and diode laser technologies, ensuring effective and painless treatments. No+Vello boasts a large international network, making it one of the most recognized brands in the industry. Its global reach assures customers of its reliability, professionalism, and experience.”
“The brand invests heavily in training its staff to ensure consistent, high-quality service across all locations. This level of expertise sets it apart from smaller competitors and non-specialist providers. No+Vello prioritizes customer satisfaction with personalized treatment plans tailored to individual needs. This ensures clients receive the best results possible while fostering trust and loyalty.
With years of experience and millions of successful treatments, No+Vello has built a reputation for delivering reliable and long-lasting results, making it a preferred choice in the industry. These factors collectively position No+Vello as a leader in the permanent hair removal sector, offering a unique blend of affordability, advanced technology, and customer focus.” Antonello added.
Triumphs Of No+Vello
We were interested to learn more about the achievements of Antonello’s business. So, we asked, “What has been your business’s biggest achievement to date?”
He mentioned, “In addition to the economic goals that are important in business, my greatest satisfaction is seeing entrepreneurs and investors satisfied with having invested with No+Vello. Thanks to our business model and support I have seen many people improve their financial lives, start a family, buy a house, make further investments, and much more. I am extremely happy to have been able to help these people achieve success.”
A Visionary Leader
We further asked, “How would you describe your leadership style?”
Antonello Marrocco responded, “My leadership style is rooted in collaboration, innovation, and strategic vision. I firmly believe that teamwork is the cornerstone of success, and I prioritize creating an environment where my collaborators feel encouraged, empowered, and motivated to excel. By fostering a culture of open communication and mutual respect, I ensure that everyone’s contributions are valued and aligned toward a shared goal.
As a visionary leader, I am passionate about identifying opportunities that others might overlook and developing creative strategies that set my team—and my projects—apart from the rest. I see differentiation as a crucial element of success, and I constantly strive to innovate and distinguish myself and my organization in a competitive landscape. This mindset is especially reflected in my love for marketing, where I leverage my creativity and strategic thinking to build impactful, results-driven campaigns.
Ultimately, my goal as a leader is to inspire those around me, unlocking their potential while driving sustainable growth and meaningful achievements. By combining a people-first approach with a clear vision for the future, I aim to lead with purpose and make a lasting impact in everything I do.”
Fostering Creativity and Empowering Employees
To learn how Antonello encourages talent in his team, we asked, “What strategies do you use to motivate and develop talent in your organization?”
Antonello Marrocco mentioned, “I believe that the foundation of any successful organization lies in its people. To motivate and develop talent, I focus on three key strategies: empowerment, personalized development, and recognition. I motivate and develop talent by empowering team members to take ownership of their work, fostering innovation and accountability. I provide tailored development plans to nurture growth, recognize achievements to build morale and create a collaborative environment where ideas thrive. By leading by example with passion and resilience, I inspire my team to reach their full potential while driving success.”
Incorporating AI For Better Services
AI has been transforming businesses in every industry. So, we asked, “What role do you see artificial intelligence or technology playing in this industry?”
“In my industry, AI can be used to analyze customer data, predict preferences, and deliver highly personalized services or marketing strategies, which is especially valuable in fields like franchising, marketing, or business development. Chatbots, recommendation engines, and automated communication tools can enhance engagement and satisfaction.
AI-powered platforms can offer tailored learning experiences for employees or franchisees, ensuring consistent training across the network. Leveraging AI tools for branding and marketing can help businesses stand out by using predictive algorithms to identify gaps in the market or opportunities for differentiation, aligning with your focus on standing out from the crowd.” Antonello shared.
Envisioning The Future
Eager to learn Antonello’s perspective on the future of his industry, we inquired, “How do you envision the future of your industry?”
Antonello Marrocco responded, “It is a market in continuous growth and development, an annual growth of 22% is expected until 2033. Of course, like many other sectors, with increasing competition, it becomes a more complicated market but since my motto is ‘to stand out for not become extinct’ I am sure that I will be able to continue to grow by implementing strategies that can lead No+Vello to be present in more and more countries in the world.
In fact, in the next few months, we will open 2 markets, one small which is Kosovo, and one very large and important which is Saudi Arabia. Thanks to a very efficient partner in the business world of Saudi Arabia, we will open the first store by June 2025 and then aim to have around 100 stores throughout the territory.”
Encountering Challenges in Business
Challenges are a part of every career path. So, we asked, “What have been some of the most significant hurdles you’ve encountered in your business, and how did you address them?”
Antonello Marrocco reflected, “The biggest obstacles were above all the bureaucratic ones being a specific and very professional service, we encountered obstacles for opening permits. However, I believe that this is a good thing because the rigidity in obtaining permits provides an excellent guarantee for the end customer. Basically, for me, obstacles are a great challenge my mental attitude manages to transform problems into solutions.”
Worth-Sharing Piece of Wisdom
Addressing the beginners, we asked, “What is an excellent piece of business advice you have ever received?”
Antonello Marrocco shared, “During my journey in the business world I have received a lot of advice, I have always tried to listen and then make my own what was passed on to me by people with much more experience than me. Since I believe a lot in the mental attitude and the power of the mind, the best advice I have learned and that I feel like sharing with others is: that the mind works like Google, if you think about negative things it will give you negative results, if you think about positive things will give you positive results. This is why I always ask myself positive questions.”
The Art of Balancing
We ended the session by asking, “How do you balance investing in up-to-date ideas with ensuring ongoing operations remain successful?”
“There is no way to guarantee innovative ideas, I think that, as the market is constantly changing, we must always stay up to date, be attentive to changes, and do tests to see if innovative ideas are valid or not. To avoid financial losses from testing new things, it is essential to always evaluate the risk carefully.” Antonello concluded.
Follow Antonello Marrocco on LinkedIn.
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