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Parotex, 50 years of supporting industrial laundries across Italy and Europe

by
MARZIO NAVA

For nearly fifty years, Parotex has woven a narrative of Italian industrial prowess, blending deep-rooted textile expertise with a strategic agility that adapts to evolving market demands. Founded in 1976 in Busto Arsizio (Varese), the company, initially born from the surnames of its founders - PAleari and ROvea - and a clear identification with textile production (TEX), has embarked on a journey that marries its solid foundations with an increasingly international outlook.
Il nome stesso racconta l’origine: Parotex nasce dall’unione dei cognomi dei due soci fondatori - Paleari Valerio e Rovea Gelmino, aggiungendo poi il suffisso TEX per identificare la produzione tessile. Fu proprio Gelmino — oggi affiancato dai figli Stefania e Andrea al timone dell’azienda — a trasformare quella professionalità in un progetto imprenditoriale ambizioso.

"My father always had a strong passion for textiles," says Stefania Rovea, "and he felt the need to create something of his own." This led to a clear strategic direction: production and direct sales, with an initial, unwavering focus on the industrial laundry sector. This demanding market, comprised of serious and competent professionals who value quality and durability, became Parotex's proving ground.

From national consolidation to international expansion

For years, Parotex solidified its position within the Italian market, cultivating strong relationships built on reliability and exceptional service. A significant turning point arrived in the 1990s with the generational transition, marked by the entry of Andrea and Stefania Rovea and the family's subsequent complete acquisition of the company. “Younger generations aspire to push boundaries, to look beyond,” explains Andrea Rovea. And it was precisely this drive that propelled Parotex beyond national borders. “Our ambition to internationalize the brand has always been a key objective. Our expansion began in Europe, through local agents and partners, while maintaining a steadfast focus on the industrial laundry market.”

“CASAROVEA expands its luxury footprint across the USA, Far East and Middle East”

For markets beyond Europe, however, the company adopted a different approach: engaging directly with end-users, particularly large hotel groups. This led to the establishment of the CASAROVEA brand in 2010, positioned for direct-to-consumer sales in the luxury segment. This strategy strengthened over time with the founding of CASAROVEA USA Inc. in New York in 2017 and CASAROVEA ASIA PACIFIC Ltd in Hong Kong in 2025, establishing a vital hub for the Far East. The company's international presence is further cemented by CASAROVEA MIDDLE EAST LLC, underscoring its established global reach.
“La nostra strategia è chiara, sottolinea Andrea: mantenere il marchio Parotex per il mercato europeo e per il mondo delle lavanderie industriali, e sviluppare il brand CASAROVEA per i mercati globali, una differenziazione che abbiamo ritenuto opportuno per rispondere in modo più capillare ed efficace alle tipicità dei diversi mercati internazionali”.

A complete offering: table, bed, and bath

Parotex's core business remains intrinsically linked to textiles for the hospitality sector, offering a broad and articulated range that includes: table linens, bed linens, and products for bathrooms and spas. While table linens currently represent the largest share, particularly in Italy and Europe where Parotex enjoys strong recognition, the company is significantly investing in its bed linen line to enhance its presence in this segment. "We aim to be increasingly recognized for our customization capabilities, which is a key differentiator for the company," explains Stefania.

Parotex strengthens its presence across Italy and Europe with table, bed, and spa lines

Customization and service: the pillars of customer relationships

"Parotex leverages an in-house style office equipped with advanced tools to translate client visions into tangible projects. Whether it's an initial concept or detailed specifications, we can propose customized solutions, complete with variations, renderings, and full product development," Stefania added.
While standardized products still dominate in Europe, personalization serves as a strategic lever for customer loyalty and market differentiation.
This is supported by a structured internal organization: a sales network combining in-house sales team and agents, alongside an experienced back office that manages every stage of the order process, from acquisition to delivery.

Quality, innovation, and sustainability

Il prodotto Parotex si distingue per l’attenzione alla qualità dei materiali, con una preferenza per fibre naturali come il cotone e il lino, con una crescente attenzione a soluzioni sostenibili.“Il tema della sostenibilità è per noi centrale - spiega Andrea Rovea -. Come azienda abbiamo risposto sviluppando linee dedicate, che includono fibre riciclate, cotoni organici e prodotti progettati per ridurre l’impatto ambientale anche nelle fasi di utilizzo”.
Examples include fabrics engineered for lower washing temperatures or reduced ironing requirements, enabling laundries to conserve energy.
"At the production level, we have embarked on a significant technological innovation path," Stefania emphasized, citing the renovation of the weaving room and the acquisition of new machinery, alongside a focus on energy efficiency, including a modern photovoltaic system.
Senza dimenticare il focus sull’efficientamento energetico, testimoniato anche dall’installazione di un moderno impianto fotovoltaico”.
Andrea further highlighted the company's commitment through certifications: EN ISO 9001 (Quality Management), EN ISO 14001 (Environmental Management), Global Recycled Standard (GRS) for recycled fibers, and OEKO-TEX Standard 100. Since 2024, Parotex has also earned the prestigious Gold Medal EcoVadis, a recognition awarded to the top 5% of evaluated companies globally, reconfirmed in September 2025.

A solid structure with a forward-looking vision

With approximately 60 employees and a unified operational headquarters in Busto Arsizio, Parotex maintains a size conducive to flexibility and rapid response. All activities - production, logistics, sales, and administration - are integrated, as are the management of its international subsidiaries in New York, Hong Kong, and Dubai. Centralized logistics and administration enable global customer service while maintaining direct control over quality and delivery times. The Busto Arsizio site serves as the strategic "control room" for key decisions and merchandise oversight. "Alongside industrial aspects, our company invests in its people," Stefania Rovea added. "Continuous training, gender equality, corporate welfare, and employee well- being are fundamental elements for us."

An anniversary of identity and renewal

In 2026, Parotex celebrates its 50th anniversary and founder Gelmino Rovea's 80th birthday. This milestone highlights past successes and future ambitions, driven by technological innovation and a corporate image renewal. "We are proud to define ourselves as a 4.0 Industry company, thanks to our latest-generation machinery," stated Stefania Rovea, citing the new Karl Mayer sectional warper and an automatic rotating chain warehouse designed for optimal bobbin storage and internal flow efficiency. These technological advancements are complemented by a photovoltaic system covering the entire roof, enhancing production autonomy and environmental friendliness. The company is also undergoing a rebranding initiative, introducing new visual elements and updated language. "These are exciting months," says Stefania. The company is also rebranding with a new logo (a vibrant green on anthracite) symbolizing tradition and innovation. This refreshed identity will debut at EXPODETERGO INTERNATIONAL 2026 in October, marking a celebration of Parotex's history and future.

Deep roots, global trajectories

Looking ahead, Parotex remains committed to strengthening its presence in the Italian and European industrial laundry markets, further developing the CASAROVEA brand internationally, and continuing its investment in innovation and sustainability. The company's trajectory is anchored by enduring values: product quality, customer focus, and the capacity for evolution without sacrificing its core identity. As its history demonstrates, it is this balance between tradition and change that builds the most enduring legacies.

PAROTEX SRL
Via Massari Marzoli, 17
21052 Busto Arsizio I Varese I Italy
T: +39 0331 341340
info@parotex.it | parotex.it

DETERGO MAGAZINE # MAY 2026