HiPIMS vs. Sputtering vs. Arc: Investing in the future of decorative PVD coatings in Europe

Italy is fast becoming the hotspot for decorative PVD coatings—and HiPIMS is leading the charge. As Europe shifts away from chrome plating and toward sustainable, high-performance finishes, technologies like HiPIMS and sputtering are redefining what’s possible in design, durability, and efficiency.

We all agree that High Power Impulse Magnetron Sputtering (HiPIMS) is the premier technology for high-quality decorative PVD coatings in Europe. Its capacity to deliver smooth, durable finishes meets the stringent aesthetic and functional requirements across various industries.

While conventional sputtering is commonly used for decorative applications, it falls short with lower ionisation levels, which can detrimentally impact coating density. On the other hand, arc evaporation proves to be less suitable for decorative coatings due to its tendency to create surface defects such as droplets. However, it can be enhanced through hybrid PVD solutions that address these shortcomings.

The decorative Physical Vapour Deposition (PVD) market in Italy is experiencing significant growth, driven by strong players like Ionbond, which are rapidly expanding their capabilities in the region. Furthermore, regulatory changes, notably the upcoming ban on traditional chrome plating, are creating a highly favourable landscape for eco-friendly vacuum coating technologies, making them increasingly attractive for investment throughout Europe, and especially in Italy.

To ban or not to ban

The hexavalent chromium (Cr(VI)) ban is not a complete ban, but a restriction on the use of certain Cr (VI) substances, particularly those on the REACH Authorisation List. The European Chemicals Agency (ECHA) proposed a restriction on these substances on April 29, 2025, and a six-month public consultation is scheduled to begin on June 18, 2025.

Europe’s decorative coatings boom: why Italy and PVD Technologies lead the way

The decorative coatings market in Europe is undergoing rapid expansion, with Italy playing a key role due to the rising demand for finishes that seamlessly blend aesthetic appeal with durability. This trend serves various industries, including automotive, sanitary hardware, and luxury goods. Central to this growth are Physical Vapour Deposition (PVD) technologies, specifically arc evaporation, conventional sputtering, and High-Power Impulse Magnetron Sputtering (HiPIMS).

These advanced solutions align perfectly with market demands. Europe’s strong focus on sustainability, combined with Italy’s reputation for design innovation, makes these technologies attractive investment opportunities that meet both environmental goals and high standards of design.

Why HiPIMS might set the standard for decorative coatings in Italy and beyond

Among the PVD technologies, HiPIMS stands out for its impressive coating quality, providing smooth, complex, and dense finishes that are ideal for decorative applications that require both beauty and resilience. In addition to its superior performance, HiPIMS offers significant energy and cost efficiencies, capable of reducing target material usage by up to 50%. This makes it appealing to investors seeking both sustainable and economical surface technologies. In Italy, companies like Protec Kolzer and Kenosistec lead the way in advancing HiPIMS for decorative coatings, adapting the technology to align with emerging market trends and the increasing demand for high-quality surface finishes.

Sputtering vs. Arc Evaporation: choosing the right PVD method for decorative applications

On the other hand, conventional sputtering remains a reliable and widely used option for decorative PVD coatings. It consistently produces smooth, defect-free surfaces that enhance the visual appeal of products such as sanitary hardware and automotive trim. With its cost-effectiveness, conventional sputtering serves a broad range of applications. Established companies like the IHI Ionbond are providing cutting-edge sputtering solutions across Europe, reinforcing its ongoing significance and utility in the decorative coatings market.

Arc evaporation is a notable Physical Vapour Deposition (PVD) technology recognised for its high deposition rates and strong adhesion properties. While it is effective for various coating applications, it is less suitable for decorative uses due to surface imperfections, such as droplets, that can detract from the aesthetic quality. However, by integrating hybrid technologies like PLATITs LACS®, these limitations can be mitigated, enhancing surface smoothness. LACS® stands for "Lateral ARCing + Central Sputtering".This makes arc evaporation a viable option for cost-sensitive applications where aesthetics are not the primary concern, thus expanding its possible use cases. Unfortunately Platit is not so active in real decorative coating

Decorative PVD market outlook: €81B opportunity driven by regulation, design, and demand

In Italy, the decorative PVD market is presenting appealing investment opportunities, driven by the growth of the sector and initiatives like Ionbond’s expansion of large-scale coating platforms in Cambiago. The increasing demand for black PVD coatings, especially in sanitary applications, coupled with supportive regulatory frameworks for eco-friendly technologies, positions Italy as a prominent destination for investments in High Power Impulse Magnetron Sputtering (HiPIMS) and sputtering technologies.

This convergence of market demand and favourable policies creates a conducive environment for investment.

My comprehensive analysis evaluates the investment potential of arc evaporation, conventional magnetron sputtering, and HiPIMS for decorative coatings across Europe, with a particular focus on Italy. This assessment considers market trends, technological comparisons, regulatory influences, and the competitive landscape to guide strategic decisions.

The European decorative coatings market is projected to be valued at around EUR 81 billion in 2025, driven by the demand for high-quality, durable, and visually appealing finishes across various sectors, including automotive, sanitary hardware, building hardware, and luxury consumer goods. Europe’s emphasis on sustainability—evidenced by regulations such as VOC (volatile organic compounds) thresholds and the imminent chrome plating ban in 2025—positions PVD as a more environmentally friendly alternative.

PVD investment roadmap: from sputtering today to HiPIMS tomorrow

In terms of investment strategies, the short term (1-3 years) seems set to favor conventional sputtering for its reliability and moderate costs, particularly benefiting Italian equipment makers like Protec, Kolzer and Kenosistec. Looking to the medium term (3-5 years), we anticipate a shift towards HiPIMS development with Italian innovators. Over the long term (5-10 years), investments should focus on scaling HiPIMS, capitalizing on its quality and efficiency, and pushing for regulatory incentives that will foster the wider adoption of sustainable PVD solutions.

My overall conclusion

HiPIMS is shaping up to be the leading PVD technology for decorative coatings in Europe and especially in Italy. It delivers outstanding quality and efficiency while keeping sustainability in mind. On the other hand, conventional sputtering is ideal for achieving reliable results immediately, while arc evaporation works well for applications where aesthetics isn't the top priority. Italy's vibrant market, driven by exciting design trends and investments from companies like Ionbond, makes it a fantastic place for HiPIMS and sputtering investments to thrive.

Don't hesitate to get in touch with me at cpernagidis@avaluxe.de if you have any questions. I am happy to help.