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Furniture & Style

Italy’s largest furniture company Natuzzi opens its first store in New Delhi. Nitin Bahl, Country Manger shares company’s vision and plans for India

Q: Tell us about Natuzzi Group?
A: It was formed by Pasquale Natuzzi in 1959. He is the stylist Chairman, Chief Executive Officer and group stylist. Natuzzi is mainly into designing and manufacturing broad collection of residential upholstered furniture of premium quality. It is the largest Italian furniture company and world leader in leather upholstery. It has been investing largely in research and development in furniture industries. Natuzzi has the privilege to be only foreign furniture company to list on Wall Street. It is headquartered in Santeramo, Italy which manages all the sales network and customer service. It employs around 6000 people in Italy and abroad. 88% of the Group’s turnover is generated outside Italy in 123 countries and hold its major market shares in Europe is 61% and in America is 29%.
The group is divided into three brands, Natuzzi and Italsofa which directly deals with the consumer and Editions is B2B.

Q: What is the idea behind opening store in India?
A: Opening a flagship store in India is completely in line with our strategy to become the favorite furniture brand of Indians and we have great expectation that this flagship store will help us in this. This store is more than a store – it is a unique shopping experience with furniture for every taste, we are convinced that Natuzzi’s flexible furniture solutions and different style will live up to India’s demands for living room design.

Q: Who are your target customer and how are you planning to reach out to them?
A: Natuzzi is for modern people who are sophisticated and wants to express their personality in there home décor. And also not to forget, the first time home owners.
We are setting up with high street and slowly move in to malls. That’s why we have chosen this location for store near Ring road. It should be visible and with time people will understand. Natuzzi is entering the Indian market through the franchise route and investments will be made primarily by individual franchise operators. We have plans to establish strong retail presence in India by opening 6 to 8 points of sale in this financial year.

Q: How to you see Natuzzi in India in coming days?
A: India is one of the fastest growing and prime markets, now there are many people who are looking for premium and premium high goods and it’s growing by 30%. The Indian furniture market is mainly dominated by unorganized sector, there is hardly any international brand, so we stand a good chance.

Q: What will be the USP of Natuzzi?
A: We are inspired by both contemporary and classical style of living, the premium leather furniture and accessories offered at our store will address our customer’s distinct lifestyle. We are into “total look living room” concept. Consumer can customize there furniture according to there needs and along with that they can also have home décor accessories. It will take three months to get your customized furniture when you order it, which will be designed and manufactured in Italy.
Our main goal is to give our customer premium style, comfort, environment, technology and enhance ones lifestyle.

(Published in Society Interiors March ’11, Page no. 206)

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This entry was posted on February 21, 2011 by in Brands and tagged , , , .
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