Natuzzi Celebrates 65th Anniversary at Milan Design Week & HPMKT

April 21, 2024  by HFBusiness Staff in Business Strategy, Industry   

Since the early 2000s, Natuzzi started a journey to become a globally recognized Brand. Today, 92.5% of sales comes from our Branded proposition and 63.5% from the retail channel. The Brand awareness, as validated by third party independent brand research institutes¹, positions Natuzzi as the 1^st Brand in the U.S., UK, and Spain, and the 2^nd in China. This achievement has been cultivated over the years through an unwavering dedication to craftsmanship and design excellence.

Pasquale Natuzzi, Chairman and founder of the Company, commented, "When I founded this Company, I never dreamed we would achieve what we have achieved today with our team. Our transformation into a lifestyle brand, which began with a vision I initiated 20 years ago, has taken us far from our origins as a manufacturer. It gives me great emotion to see our stores globally bringing to life our Brand’s DNA...”

“As I sensed when I started the Company, I am convinced the best is yet to come. The network of our stores and galleries globally, the strength of our Brands, the retail and commercial tools we developed so far, the dealers and clients who have been trusting us for decades, are an incredible growth platform that, I am sure, our team now will leverage to accelerate our journey and bring our brands to the new heights it deserves.”

High Point Market, (held from April 13 - 17) and Milano Design Week (held from April 16-21), the two most important furniture and design exhibitions in the world, have been the ideal venues to present the latest news regarding retail and product collections to clients, dealers and leading architects all over the world.

Natuzzi presented 5 key commercial novelties to accelerate growth:

Natuzzi Italia Store format evolution. Natuzzi presented an evolved version for its Natuzzi Italia store architecture, realized with particular attention to sustainability, modularity, ease of implementation, and cost efficiency, bringing collections to the center of the store experience. Natuzzi will also continue to look for opportunities to further expand its retail presence in key regions, beginning with the US.

Natuzzi Italia Design Studio. The business with the Architects & Designers Community through total home design projects has become a key driver of growth for our retail. Our new Design Studio, which will be rolled-out in the key stores globally, is now the perfect hub for the creation of comprehensive interior design projects.

Reimagined Gallery Project. Wholesale branded today is 40% of the company’s business. A key aspect of the strategy is the upgrade of the 'gallery' format.

Natuzzi Italia COMFORTNESS Project. The 'Comfortness' collection stems from Natuzzi's DNA, combining two words: 'comfort' and 'wellness.” The 2024 'Comfortness' collection marks an acceleration in terms of product innovation and technology contamination, with the introduction of the “Mindful” line.

New collections
Natuzzi Italia launched 5 new models. Two of them were designed by our Natuzzi Design Center, where more than 70 people constantly work on innovation and design, a true asset of our Company, while 3 new models have been created with the collaboration of established international designers as part of the celebrations for the 65^th anniversary of the Company. These three new designs, realized with Karim Rashid, Simone Bonanni, and Andrea Steidl, are an interpretation of the past, the present and the future of Natuzzi’s design ethos.
Natuzzi Editions launched 6 new models all designed by our Natuzzi Design Center.

“High Point and the Milan Design Week have been pivotal events for meeting our clients and dealers. These events contribute to fully unleash the potential of the new collections and improved retail format, accelerating our organic growth. The best tribute we can pay to Natuzzi, for its 65^th anniversary, is to deliver the growth that the strengths of its brand, its heritage and partners deserve,” Antonio Achille, CEO of Natuzzi commented.