Natuzzi Momentum in China: Fast-Tracking the Commercial Calendar and Dealer Collaborations
Natuzzi hosted a significant sales meeting in Xi'an, China, showcasing its latest Natuzzi Editions collection to over 500 current and prospective dealers. The event resulted in agreements for 26 new Natuzzi Editions stores planned for 2025, with 24 to be managed by existing dealers.
As the leading European furniture brand in China, Natuzzi maintains approximately 300 stores nationwide, including 16 stores operated through their Chinese joint venture (49% stake). The company unveiled two innovative collections, 'Feelwell' and 'Dolce Vita', which will drive commercial development in 2025.
The company also expanded its Natuzzi Italia presence with a new 3,500-square-foot standalone store in Shenzhen City on January 24, 2025, featuring the latest store concept and merchandising guidelines.
Natuzzi ha ospitato un'importante riunione di vendita a Xi'an, in Cina, presentando la sua ultima collezione Natuzzi Editions a oltre 500 rivenditori attuali e potenziali. L'evento ha portato alla firma di accordi per 26 nuovi negozi Natuzzi Editions previsti per il 2025, di cui 24 saranno gestiti da rivenditori esistenti.
Come principale marchio di mobili europeo in Cina, Natuzzi mantiene circa 300 negozi a livello nazionale, inclusi 16 negozi operati attraverso una joint venture cinese (quota del 49%). L'azienda ha presentato due collezioni innovative, 'Feelwell' e 'Dolce Vita', che guideranno lo sviluppo commerciale nel 2025.
L'azienda ha anche ampliato la sua presenza Natuzzi Italia con un nuovo negozio indipendente di 3.500 piedi quadrati nella città di Shenzhen, inaugurato il 24 gennaio 2025, che presenta il più recente concetto di negozio e linee guida per il merchandising.
Natuzzi organizó una importante reunión de ventas en Xi'an, China, mostrando su última colección Natuzzi Editions a más de 500 distribuidores actuales y potenciales. El evento resultó en acuerdos para 26 nuevas tiendas Natuzzi Editions previstas para 2025, de las cuales 24 serán gestionadas por distribuidores existentes.
Como la principal marca europea de muebles en China, Natuzzi mantiene aproximadamente 300 tiendas en todo el país, incluyendo 16 tiendas operadas a través de su empresa conjunta en China (participación del 49%). La compañía presentó dos colecciones innovadoras, 'Feelwell' y 'Dolce Vita', que impulsarán el desarrollo comercial en 2025.
La empresa también amplió su presencia Natuzzi Italia con una nueva tienda independiente de 3,500 pies cuadrados en la ciudad de Shenzhen, inaugurada el 24 de enero de 2025, que presenta el concepto de tienda más reciente y las pautas de merchandising.
Natuzzi는 중국 시안에서 중요한 판매 회의를 개최하여 500명 이상의 현재 및 잠재적인 딜러들에게 최신 Natuzzi Editions 컬렉션을 선보였습니다. 이번 행사에서는 2025년 개점을 목표로 하는 26개의 새로운 Natuzzi Editions 매장에 대한 계약이 체결되었으며, 그 중 24개는 기존 딜러가 관리할 예정입니다.
중국에서 선도적인 유럽 가구 브랜드인 Natuzzi는 약 300개 매장을 운영하고 있으며, 그 중 16개 매장은 중국 합작 투자(49% 지분)를 통해 운영됩니다. 회사는 'Feelwell'과 'Dolce Vita'라는 두 가지 혁신적인 컬렉션을 발표하였으며, 이는 2025년 상업적 발전을 이끌 것입니다.
회사는 또한 2025년 1월 24일에 최신 매장 개념과 머천다이징 지침을 갖춘 3,500평방피트 규모의 독립 매장을 선전시에 새로 개설하여 Natuzzi Italia의 존재를 확장하였습니다.
Natuzzi a organisé une réunion de vente importante à Xi'an, en Chine, présentant sa dernière collection Natuzzi Editions à plus de 500 revendeurs actuels et potentiels. L'événement a abouti à des accords pour 26 nouveaux magasins Natuzzi Editions prévus pour 2025, dont 24 seront gérés par des revendeurs existants.
En tant que principale marque de meubles européenne en Chine, Natuzzi possède environ 300 magasins à l'échelle nationale, dont 16 sont exploités par le biais de leur coentreprise chinoise (participation de 49 %). L'entreprise a dévoilé deux collections innovantes, 'Feelwell' et 'Dolce Vita', qui stimuleront le développement commercial en 2025.
L'entreprise a également élargi sa présence Natuzzi Italia avec un nouveau magasin indépendant de 3 500 pieds carrés dans la ville de Shenzhen, inauguré le 24 janvier 2025, présentant le dernier concept de magasin et les lignes directrices de merchandising.
Natuzzi veranstaltete ein bedeutendes Verkaufsmeeting in Xi'an, China, bei dem die neueste Natuzzi Editions Kollektion über 500 aktuellen und potenziellen Händlern präsentiert wurde. Die Veranstaltung führte zu Vereinbarungen für 26 neue Natuzzi Editions Geschäfte, die für 2025 geplant sind, wobei 24 von bestehenden Händlern geleitet werden.
Als führende europäische Möbelmarke in China betreibt Natuzzi landesweit etwa 300 Geschäfte, darunter 16 Geschäfte, die über ein chinesisches Joint Venture (49% Beteiligung) betrieben werden. Das Unternehmen stellte zwei innovative Kollektionen vor, 'Feelwell' und 'Dolce Vita', die das kommerzielle Wachstum im Jahr 2025 vorantreiben werden.
Das Unternehmen erweiterte auch seine Natuzzi Italia Präsenz mit einem neuen, 3.500 Quadratfuß großen, eigenständigen Geschäft in Shenzhen City, das am 24. Januar 2025 eröffnet wurde und das neueste Geschäftskonzept und Merchandising-Richtlinien präsentiert.
- Secured agreements for 26 new Natuzzi Editions stores in China for 2025
- Strong retail presence with 300 stores in China
- Expansion with new 3,500 sq ft Natuzzi Italia store in Shenzhen
- Real-time performance monitoring system implementation in Chinese operations
- 49% minority stake in Chinese JV limits direct control and profit potential
- Heavy reliance on dealer-managed stores vs company-owned locations
Insights
Natuzzi's strategic expansion in China represents a significant growth catalyst that could materially impact the company's future revenue trajectory. The agreement for 26 new Natuzzi Editions stores in 2025 - with 24 coming from existing dealers - signals strong channel partner confidence and potential for increased market penetration in what the company identifies as one of its most strategic markets.
The expansion builds upon Natuzzi's already substantial Chinese footprint of approximately 300 stores, including 16 operated through their joint venture (where Natuzzi holds a 49% stake). This accelerated rollout merits investor attention given China's furniture market size and the company's positioning as the leading European furniture brand in the region.
Particularly noteworthy is the company's implementation of integrated retail systems enabling real-time performance monitoring - a critical infrastructure investment that should improve merchandising decisions, inventory management, and overall operational efficiency. The direct involvement of senior leadership, including consistent CEO presence in the market since early 2023, demonstrates the strategic importance of this geography to Natuzzi's global growth strategy.
The opening of an additional premium Natuzzi Italia location in Shenzhen further diversifies their Chinese portfolio across both mid-market (Editions) and luxury segments, potentially improving margin profile through a more optimal product mix.
Natuzzi CEO, with the General Manager of the JV, shared our brand strategy and latest collection to our partners, as part of the ongoing program to enhance retail excellence and commercial performances.
SANTERAMO IN COLLE,
Natuzzi Editions at Xi’an,
Given the potential of the Chinese market, we have made significant investments to fully integrate the Chinese operations with our advanced retail, merchandising and marketing approach and systems. This integration enables real-time access to performance data, allowing us to provide strategic guidance in key areas such as merchandising, in-store communication and customer experience.
As a testament to this commitment, our CEO has maintained a constant and direct presence since
“I was truly inspired by the remarkable gathering of our dealership community at this extraordinary event. It not only highlights the strength and unity of our partnership but also serves as a powerful testament to the enduring appeal of our brand and the great potential of the Chinese market.” — Antonio Achille, CEO of the Natuzzi Group |
The two-day event brought together more than 500 guests, among current and prospective dealers, to showcase the Natuzzi Editions strategy and latest collection. The Natuzzi CEO and the GM of the JV, Mr. Braver Wang, shared with the dealerships the integrated merchandising, customer experience and marketing strategy to reinforce brand identity and support commercial momentum. The event was also an opportunity to unveil two innovative collections, 'Feelwell' and 'Dolce Vita', which will be central to this year's commercial development. The event led to an agreement for 26 new Natuzzi Editions stores in 2025, 24 of which to be managed by existing dealers.
Click here to discover the Natuzzi Editions event at
The sales launch event also provided an opportunity to maintain direct dialogue with dealers, to ensure a cohesive and strategic commercial and marketing approach for the year that has just begun in
From March 16 to 19, 2025, the Shenzhen Fair will be the next key opportunity to showcase the innovative collections and latest marketing initiatives.
On the Natuzzi Italia front, Antonio Achille and Braver Wang also met with the VID (Very Important Dealers) group, which brings together some of the region's most influential dealers, to present an exclusive preview of Milan Design Week—an event set to be a milestone in our brand harmony journey.
On January 24, 2025, a new Natuzzi Italia free standing store opened in
About Natuzzi: 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 December 31, 2024, Natuzzi distributes its collections worldwide through a global retail network of 630 monobrand stores and about 600 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). |
View source version on businesswire.com: https://www.businesswire.com/news/home/20250228667179/en/
For Information
Natuzzi Investor Relations
Piero Direnzo | tel. +39 080-8820-812 | pdirenzo@natuzzi.com
Natuzzi Corporate Communication
Giancarlo Renna | tel. +39. 342.3412261 | grenna@natuzzi.com
Barbara Colapinto | tel. +39 331 6654275 | bcolapinto@natuzzi.com
Source: Natuzzi
FAQ
How many new Natuzzi Editions stores will open in China in 2025?
What is Natuzzi's current store count in China?
When did Natuzzi open its new Natuzzi Italia store in Shenzhen?
What new collections did Natuzzi announce at the Xi'an sales meeting?
What is Natuzzi's ownership stake in their Chinese joint venture?
