Italian furniture brand NATUZZI reaffirms its commitment to furthering its investment in the Chinese market, according to a senior executive.

During the 2024 Milan Design Week, Pasquale Junior Natuzzi, the chief brand officer and creative director of NATUZZI, provided valuable insights into the brand's remarkable journey, particularly focusing on the Chinese market.

Celebrating its 65th anniversary, Natuzzi launched a comprehensive program of events and projects during the Milan Design Week 2024.

Natuzzi's showroom in via Durini serves as the perfect setting for its new collection, "The Circle of Harmony–65th Anniversary", showcasing the brand's evolution from the past, present, and future through projects by Karim Rashid, Andrea Steidl, and Simone Bonanni.

Furthermore, Natuzzi reintroduced its Open Art project to Milan, collaborating with Apulian artist Gino Donvito, who created "Puer Apuliae", an impressive work over 8 meters high. Donvito celebrates the Apulia beloved by Frederick II of Swabia, who left indelible marks in this territory, which today, as then, represent an inexhaustible source of inspiration for the Natuzzi Italia brand.

Entering its 25th year in the Chinese market, the brand boasts an extensive network of over 300 stores across China.

Pasquale Junior Natuzzi reiterated the brand's unwavering commitment to strengthening its presence in the Chinese market, highlighting recent organizational changes and the establishment of a new team. He emphasized China's cultural openness, especially among its vibrant and innovative demographic, stressing Natuzzi's goal of becoming a market leader across diverse consumer groups.

To achieve this, the brand aims to prioritize the next generation, updating its strategies in marketing, design, e-commerce, and digital communication. The recent launch of Natuzzi design studio underscores the brand's dedication to collaborating closely with architects and interior designers, acknowledging their growing influence not only in China but globally.

Pasquale Junior Natuzzi also expressed enthusiasm for bringing cultural insights from China back to Italy, recognizing the enriching exchange between the two cultures during the brand's 20-year presence in China. He emphasized the importance of authentic communication to achieve mutual success through shared expertise and cultural exchange.