An interview about numbers, vision, and market realities
Self-storage in Italy is experiencing a phase that many international observers would define as “early stage.” However, behind this definition lies one of the most interesting dynamics in the European landscape. In his latest video published on YouTube, Alberto Serrano interviews Cesare Carcano to closely analyze the Italian market, starting from a figure that immediately stands out: approximately 150 self-storage facilities for a population of 60 million people. A number that, when put into perspective, becomes even more striking.
While the limited number of facilities highlights a lag compared to other European countries, it also represents an extraordinary opportunity.
Self-storage in Italy is still relatively unknown: only a portion of the population is familiar with this service, but potential demand is growing strongly. Urbanization, reduction of living spaces, workforce mobility, and e-commerce development are factors that are progressively transforming the need for space. In this context, self-storage is no longer a niche service, but a concrete solution to increasingly widespread needs.
A market still to be built
One of the central themes of the conversation is the comparison between local operators and large international groups. How can one compete in a market where global investors are entering? The answer lies not only in scale, but in strategy. From the difference between "express" facilities and large facilities, to the role of local marketing, it clearly emerges that different models of success exist. In a still immature market, knowledge of the territory, decision-making speed, and customer relationships can represent a decisive competitive advantage. The message that emerges is clear: self-storage in Italy is not only a growing sector, but one of the most interesting opportunities in the European landscape. The question is no longer whether the market will grow, but how quickly and with which players. And the question remains open: will Italy become one of the most important self-storage markets in Europe in the next decade?