Natuzzi

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Natuzzi
Type Società per azioni
Traded as NYSENTZ
Industry upholstery and accessories, Manufacturing
Founded 1959
Headquarters Santeramo in Colle, Italy
Key people Pasquale Natuzzi, Chairman of the Board and CEO
Products furniture
Revenue €451.2 million (2013)
Employees 6,377 (2013)

Natuzzi (NYSENTZ) Natuzzi Group was founded in 1959 by Pasquale Natuzzi, current Chairman, Chief Executive Officer and Group Stylist. It designs, produces and markets sofas, armchairs and living room accessories. Natuzzi is Italy’s largest furniture house and the player with the greatest global reach in its sector. In 1993, Natuzzi Group became the only foreign furniture company to list on Wall Street. It is headquartered in Santeramo in Colle, Apulia, Italy.[1]

History[edit]

Pasquale Natuzzi was very young when he started his career. The son of a cabinet-maker, in 1959 at 19 years of age he opened a workshop in Taranto with three collaborators, producing sofas and armchairs for the local market.

In 1962 he moved to Matera where he began to gain commercial experience.

In 1967, still in Matera, Pasquale Natuzzi returned to the production of sofas and armchairs, this time on an industrial scale.

In 1972 he founded Natuzzi Salotti S.r.l. One year later, following a fire that completely destroyed the Matera factory, Pasquale Natuzzi decided to relocate production to Santeramo in Colle (Bari – Italy), which is the modern-day headquarter of the Group.

Somewhere about the middle of the 70’s, Natuzzi took part for the first time to a furniture fair in Bari. Here started first contacts with some customer from Middle East: Saudi Arabia, Israel, Jordan. In 1976 Natuzzi exported the 60% of the turnover in those countries, while 40% was realized in Italy.

At the beginning of the 80’s there is the turning point of Natuzzi Group’s growth. During a trip to the USA, Pasquale Natuzzi intuitively spotted an opportunity to carry out a radical change of direction: “democratising” the leather sofa, once a product for an elite niche. The first sofa sold at $999 in the United States was a Natuzzi, at the famous store Macy’s.

Following the success in the USA, in 1985 Natuzzi Upholstery Inc. was established. Based in New York, the company was especially designed for the needs of its North American clients.[clarification needed]

In 1998, further confirmation of the Group’s strong ties with the American market was given by the inauguration in High Point (North Carolina) of a futuristic-looking building, designed by the architect Mario Bellini, housing the offices of Natuzzi Americas, with a showroom measuring 8,000 square metres.

With North American expansion continuing, the Group then went on to strengthen its presence both in Europe and in Italy. The 1990s saw the opening in Taranto, on Pasquale Natuzzi’s initiative, of the first shop in the franchising chain Divani & Divani by Natuzzi. There are 274 Natuzzi stores worldwide (mainly in Italy, Greece, Spain, Portugal, France, Switzerland, China, Australia), 335 Natuzzi Galleries, mainly in the United States and Northern Europe.

Today Pasquale Natuzzi personally oversees strategic activities relating to strengthening the brand with investments in product innovation and research, marketing, communication and staff training, working alongside the Group’s managers to define future strategies.


Natuzzi Group’s Brands[edit]

Natuzzi Italia is the “made in Italy” brand dedicated to the medium to high-end market. The sofas and armchairs of the Natuzzi Italia collection are enriched by a selection of home furnishings, lamps, accessories, and living room furniture. Natuzzi Italia products are distributed through single brand point of sales: Natuzzi Store and Natuzzi Gallery (shop-in-the-shop).

Natuzzi Editions is the brand that inherited Natuzzi’s original vocation: to offer a wide range of comfortable leather upholstered furniture tailored for the best value for money, available in different designs and functions.

Natuzzi Re-vive is the world’s first “performance recliner”. Re-vive combines New Zealand innovation with Italian style to bring a completely new offering to the home furniture market.

Private Label It’s a sales program dedicated to Key Accounts. to achieve volumes in the most competitive market segments. Competitive price, quality and dedicated logistic service represent the key strengths of this program guaranteed by the largest Italian furniture manufacturer.


Highlights[edit]

90% of the Natuzzi Group’s turnover is generated outside Italy in 123 countries, it holds its major market shares in Europe (54%) and Americas (34%).

Production is vertically integrated through 11 factories in Italy and abroad (China, Brazil, Romania) with just-in-time production system. Natuzzi Group controls 92% of raw materials and semi-finished products, 82% over services.

The Natuzzi Italia products are distributed through 274 Natuzzi Stores in the most important international cities including Athens, London, Paris, Madrid, Mumbai, New York, Sydney, Shanghai, Budapest, Melbourne, and Dubai. The 335 Natuzzi Galleries are in partnership with the main distribution networks at: Selfridges (UK), Sears (Canada), David Jones (AUS), El Corte Ingles (Spain).

Natuzzi Editions products are distributed through selected retailers and shop-in-the-shop (399).

As of 31 December 2013, turnover amounted to € 451.2 million.

The Natuzzi Group currently employs about 6,377 staff.

See also[edit]

Bibliography[edit]

Agnese Sinisi, Natuzzi Un divano a Wall Street – Milano, Egea, 2008

Federico Pirro, Angelo Guarini, Grande Industria e Mezzogiorno 1996-2007 – Bari, Cacucci Editore, 2008

Federico Rampini, L’impero di Cindia – Milano, Mondadori, 2007

Gianfranco Viesti, Il Sud che attrae - Donzelli Editore, 2002

Franco Tatò, Perché la Puglia non è la California - BC Dalai Editore, 2002

Mauro Castelli, Questa Italia siamo noi – Milano - Il Sole 24 Ore, 2000

Roberto Napoletano, Fatti per vincere - Sperling&Kupfer, 1999

References[edit]

  1. ^ http://int.natuzzi.com/53/08/about_us

External links[edit]