“Natuzzi Harmony Residences” Unveiled in Dubai
Natuzzi S.p.A. (NYSE: NTZ) has unveiled its first branded residential project, the Natuzzi Harmony Residences in Dubai. The project features a 110,000-square-feet, 9-floor building with 50 apartments, developed in partnership with Peace Homes Development. Natuzzi led the architectural and creative direction, including exterior and interior design, floor plans, and shared spaces. The company will provide complete furnishings for all apartments, offering residents a selection of iconic living room, bedroom, and dining room sets. This milestone project demonstrates Natuzzi's evolution into a lifestyle brand and represents a significant expansion in their Trade & Contract business unit.
Natuzzi S.p.A. (NYSE: NTZ) ha presentato il suo primo progetto residenziale a marchio, le Natuzzi Harmony Residences a Dubai. Il progetto comprende un edificio di 110.000 piedi quadrati, composto da 9 piani con 50 appartamenti, sviluppato in collaborazione con Peace Homes Development. Natuzzi ha guidato la direzione architettonica e creativa, occupandosi del design esterno e interno, delle planimetrie e degli spazi comuni. L'azienda fornirà arredi completi per tutti gli appartamenti, offrendo ai residenti una selezione di set iconici per soggiorno, camera da letto e sala da pranzo. Questo progetto rappresenta una pietra miliare nell'evoluzione di Natuzzi in un marchio lifestyle e segna un'espansione significativa della loro unità di business Trade & Contract.
Natuzzi S.p.A. (NYSE: NTZ) ha presentado su primer proyecto residencial de marca, las Natuzzi Harmony Residences en Dubái. El proyecto incluye un edificio de 110,000 pies cuadrados, con 9 pisos y 50 apartamentos, desarrollado en asociación con Peace Homes Development. Natuzzi lideró la dirección arquitectónica y creativa, incluyendo el diseño exterior e interior, los planos de planta y los espacios compartidos. La empresa proporcionará mobiliario completo para todos los apartamentos, ofreciendo a los residentes una selección de conjuntos icónicos para salas, dormitorios y comedores. Este proyecto emblemático demuestra la evolución de Natuzzi hacia una marca de estilo de vida y representa una expansión significativa en su unidad de negocio Trade & Contract.
Natuzzi S.p.A. (NYSE: NTZ)가 두바이에 있는 Natuzzi Harmony Residences라는 첫 번째 브랜드 주거 프로젝트를 공개했습니다. 이 프로젝트는 110,000평방피트, 9층 건물에 50개의 아파트가 포함되어 있으며, Peace Homes Development와 협력하여 개발되었습니다. Natuzzi는 외관 및 내부 디자인, 평면도 및 공용 공간을 포함한 건축 및 창의적 방향을 이끌었습니다. 이 회사는 모든 아파트에 대해 완전한 가구를 제공하며, 거주자에게 상징적인 거실, 침실 및 식사 세트 선택권을 제공합니다. 이 획기적인 프로젝트는 Natuzzi가 라이프스타일 브랜드로 발전하고 있다는 것을 보여주며, 그들의 Trade & Contract 사업 부서에서 중요한 확장을 의미합니다.
Natuzzi S.p.A. (NYSE: NTZ) a dévoilé son premier projet résidentiel de marque, les Natuzzi Harmony Residences à Dubaï. Le projet comprend un bâtiment de 110 000 pieds carrés, de 9 étages avec 50 appartements, développé en partenariat avec Peace Homes Development. Natuzzi a dirigé la direction architecturale et créative, incluant le design extérieur et intérieur, les plans de logements et les espaces communs. L’entreprise fournira des meubles complets pour tous les appartements, offrant aux résidents un choix de ensembles emblématiques pour le salon, la chambre et la salle à manger. Ce projet phare démontre l'évolution de Natuzzi vers une marque de style de vie et représente une expansion significative de leur unité commerciale Trade & Contract.
Natuzzi S.p.A. (NYSE: NTZ) hat sein erstes Wohnprojekt unter eigener Marke, die Natuzzi Harmony Residences in Dubai, vorgestellt. Das Projekt umfasst ein 110.000 Quadratfuß großes, 9-stöckiges Gebäude mit 50 Wohnungen, das in Zusammenarbeit mit Peace Homes Development entwickelt wurde. Natuzzi übernahm die architektonische und kreative Leitung, einschließlich des Außen- und Innendesigns, der Grundrisse und der Gemeinschaftsbereiche. Das Unternehmen wird für alle Wohnungen komplette Möbel bereitstellen und den Bewohnern eine Auswahl an ikonischen Wohnzimmer-, Schlafzimmer- und Esszimmer-Sets anbieten. Dieses Meilensteinprojekt zeigt die Entwicklung von Natuzzi zu einer Lifestyle-Marke und stellt eine bedeutende Erweiterung ihrer Abteilung für Handel & Verträge dar.
- First branded residential project showcasing full design capabilities
- Strategic expansion into luxury real estate market through Trade & Contract business
- Secured two additional major projects in Middle East and Central America
- Global retail network of 681 monobrand stores and 600 wholesale points
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Insights
The launch of Natuzzi Harmony Residences represents a significant strategic pivot for Natuzzi, transforming from a furniture manufacturer to a lifestyle brand. The 50-unit, 110,000-square-foot development marks their first full-scale branded residential project, positioning them uniquely in the luxury real estate sector.
The project's value extends beyond mere property development - it creates a recurring revenue stream through mandatory Natuzzi furnishing packages and establishes a powerful brand presence in Dubai's premium real estate market. This vertical integration strategy could significantly boost profit margins compared to traditional furniture retail.
The partnership with Peace Homes Development provides local market expertise and development capabilities while Natuzzi maintains creative control, optimizing risk-reward balance. The project also serves as a proof-of-concept for future branded residences, with two additional projects already secured in other regions.
This initiative represents a masterful brand extension strategy that elevates Natuzzi from a furniture manufacturer to a comprehensive lifestyle brand. By controlling the entire residential experience - from architecture to interior design - Natuzzi creates an immersive brand showcase that could significantly enhance brand equity and consumer perception.
The Dubai location is strategically chosen, targeting affluent consumers in a luxury-focused market. The project's success could establish a template for global expansion of the Natuzzi-branded residence concept, particularly in emerging luxury markets. The additional secured projects in the Middle East and Central America indicate strong market reception and scalability potential.
Developed in Partnership With Peace Homes
Natuzzi Harmony Residences: external view (Photo: Business Wire)
Located on one of the Dubai Islands, a five-island archipelago off the city’s coast, the Natuzzi Harmony Residences is a 110,000-square-feet, 9-floor building with 50 apartments, fully conceptualized by Natuzzi's architects and designers.
Natuzzi has led the architectural and creative direction, shaping the exterior and interior design—including floor plans, apartment layouts, and all shared spaces such as swimming pool, a gym, children’s area, cinema room, and a wellness center. Every detail, from materials and finishes to lighting and fixed furnishings, reflects Natuzzi's organic, Mediterranean-inspired DNA. Furthermore, Natuzzi will provide complete furnishings for all the apartments.
The Project was developed in partnership with Peace Homes Development, a leading
Owners of the “Natuzzi Harmony Residences” can select from a curated range of Natuzzi’s iconic living room, bedroom, and dining room sets.
This Project marks a significant milestone for our business across three key dimensions:
i) Brand Testament: a landmark project involving the design of an entire residential building, which will be identified by the Natuzzi Italia brand.
ii) Scope: Natuzzi provides full stylistic guidance, including architectural direction for the exterior and complete interior design.
iii) Total Furnishing Solutions: we offer comprehensive furnishings, from apartment layouts and shared spaces to materials, finishes, lighting, and fixed elements.
Pasquale Natuzzi, Executive Chairman of the Natuzzi Group, stated: “Natuzzi, in its 65 years of history, has been able to constantly evolve. Today, we are a lifestyle brand, recognized and appreciated worldwide. The Natuzzi Harmony Residences project marks a significant step in this evolutionary journey, as it offers the opportunity to experience the uniqueness of Natuzzi Harmony, which, for the first time, permeates every internal and external space of this incredible residential project.”
Antonio Achille, CEO of the Group, commented: “As anticipated in our last press release, we are accelerating growth in the Trade & Contract business. To drive this forward, we have established a dedicated business unit, which will strategically leverage Natuzzi’s assets and expertise while focusing on specific targets for growth and profitability.
I am particularly excited by the early successes achieved by the leadership of this new business unit. Alongside our Natuzzi Harmony Residences, we have recently secured two additional major projects—one in the
Pasquale Junior Natuzzi, Chief Trade & Contract Officer, said: “The Natuzzi contract division was created with a clear vision: to make Natuzzi the first design brand in the world to fully conceive a residential project that could embody the essence of the Natuzzi Italia lifestyle. Today, we celebrate this extraordinary achievement accomplished through meticulous and dedicated work that has allowed us to push beyond all imagination and create something unique.
About Natuzzi S.p.A.
Founded in 1959 by Pasquale Natuzzi, Natuzzi S.p.A. is one of the most renowned brands in the production and distribution of design and luxury furniture. As of June 30, 2024, Natuzzi distributes its collections worldwide through a global retail network of 681 monobrand stores and approximately 600 wholesale points of sale, including shop-in-shop galleries. Natuzzi products embed the finest spirit of Italian design and the unique craftmanship details of the “Made in Italy”, where a predominant part of its production takes place. Natuzzi has been listed on the New York Stock Exchange since May 13, 1993. Committed to social responsibility and environmental sustainability, Natuzzi S.p.A. is ISO 9001 and 14001 certified (Quality and Environment), ISO 45001 certified (Safety on the Workplace) and FSC® Chain of Custody, CoC (FSC-C131540).
About Peace Homes Development
Peace Homes Development is a pioneering property development company that has redefined real estate by offering branded luxury and setting new standards of quality. Our commitment to excellence combining innovative engineering and world-class architectural expertise, we create homes that are both stunning and durable using cutting-edge materials and technologies for sustainability and efficiency. At Peace Homes Development, we craft iconic residential spaces that blend opulence with accessibility. Through innovative design and strict quality control, we aim to exceed expectations, enhance lifestyles, and enrich communities, ensuring that luxury living is accessible to all.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241113264727/en/
Natuzzi Investor Relations
Piero Direnzo | tel. +39 080-8820-812 | pdirenzo@natuzzi.com
Natuzzi Corporate Communication
Giancarlo Renna (Communication Manager) | tel. +39. 342.3412261 | grenna@natuzzi.com
Barbara Colapinto | tel. +39 331 6654275 | bcolapinto@natuzzi.com
Source: Natuzzi S.p.A.
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