Dorelan opens its doors to students of Master in Business Management at Bologna Business School

17 June 2026

Understanding how business strategies take shape within organizations is one of the defining elements of Master in Business Management at Bologna Business School.

With this objective in mind, students from the Retail Management & E-Commerce track visited the headquarters of Dorelan, an Italian company specializing in sleep systems and partner of the Company Project developed within the program.

The visit marked the launch of a project that challenges students to tackle a real business case: defining a digital distribution strategy for a new product line, designed for the online channel and integrated into an omnichannel distribution model.

Founded in 1968 and now operating in more than 50 countries, Dorelan represents an interesting example of entrepreneurial evolution, successfully integrating manufacturing, innovation and the management of a distribution network that includes directly owned stores, franchised outlets, multi-brand retailers and e-commerce.

During the visit, students had the opportunity to tour the production facility and gain first-hand insight into processes, organizational structures and business strategies, observing how an Italian manufacturing company addresses the challenges of digital transformation and the integration of physical and digital channels.

Discussions with the management team allowed participants to explore the project in depth, analyzing real market data, digital performance metrics and distribution dynamics. The experience enabled students to apply classroom knowledge and tools to a concrete business context, engaging with topics such as customer journey, omnichannel strategy, brand management and e-commerce development.

The project will continue over the coming weeks with the support of Faculty members and company representatives, culminating in the final presentation of the strategic proposals developed by the students.

Experiences such as this stem from an educational approach that connects academia and business, fostering learning through direct engagement with organizations, managers and real-world market challenges.