Natuzzi Expands in China: Strengthening Dealer Partnerships and Accelerating Growth
Natuzzi, a globally recognized leader in high-end furniture, recently held an extensive sales meeting in Xi’an, one of China’s historical capitals, to unveil its latest Natuzzi Editions collection. Over two days, the company showcased its brand strategy, new collections, and its commitment to deepening its market presence in China. This event, attended by over 500 guests, marked a significant milestone in Natuzzi’s expansion strategy, emphasizing its long-term investment in China’s rapidly evolving consumer market.
Strengthening Market Leadership in China
China is a critical market for the Group. As the leading European furniture brand in the country, the company has built a robust retail footprint, operating nearly 300 stores. Among these, 16 are directly operated by a joint venture (JV) established in 2018. While holds a 49% stake in this venture, it has implemented a highly integrated strategy to ensure seamless operations across its retail network.
Recognizing the vast potential of China’s consumer base, has heavily invested in integrating its local operations with the company’s advanced retail, merchandising, and marketing systems. This integration allows real-time access to performance data, enabling the company to provide dealers with strategic guidance in critical areas such as merchandising, in-store communication, and customer experience enhancement.
Since China lifted COVID-related travel restrictions in early 2023, CEO, Antonio Achille, has maintained a strong, direct presence in the country, reinforcing the company’s commitment to growth. His hands-on leadership approach has helped strengthen relationships with key partners, including dealers and business leaders, ensuring the continued success of Natuzzi’s expansion strategy.
A Landmark Event: Showcasing Strategy and Innovation
The two-day sales meeting in Xi’an was not just a product showcase—it was a strategic gathering aimed at reinforcing brand identity and commercial momentum. Attended by a mix of current and prospective dealers, the event highlighted Natuzzi’s integrated approach to merchandising, customer experience, and marketing.
CEO Antonio Achille and Braver Wang, the General Manager of the joint venture, took center stage to present Natuzzi’s vision for the future. They shared in-depth insights into how the company is leveraging technology and data analytics to refine its product offerings and improve customer engagement. By fostering an environment of collaboration, Natuzzi is empowering its dealer network with the tools needed to enhance sales and brand loyalty.
During the event, two innovative collections, ‘Feelwell’ and ‘Dolce Vita,’ were unveiled. These collections are set to play a central role in Natuzzi’s commercial strategy for 2025, aligning with evolving consumer preferences and the company’s commitment to premium quality and contemporary design.
Accelerating Retail Expansion: 26 New Stores in 2025
One of the most significant outcomes of the Xi’an event was the announcement of 26 new Natuzzi Editions stores set to open in 2025. Notably, 24 of these stores will be managed by existing dealers, demonstrating the strength of Natuzzi’s partnerships and the confidence its dealers have in the brand’s growth strategy.
The expansion of Natuzzi Editions stores aligns with the company’s broader vision of deepening market penetration while maintaining high operational standards. This growth is expected to strengthen retail presence in key cities, bringing the brand closer to consumers seeking sophisticated, high-quality furniture solutions.
Maintaining Close Dealer Engagement
Beyond store expansion, remains committed to maintaining an open and strategic dialogue with its dealer network. The sales launch event provided a platform for direct discussions on commercial and marketing strategies for the year ahead. By keeping dealers closely engaged, ensures alignment in brand positioning, sales strategies, and customer experience initiatives across all retail locations.
In a market as dynamic as China’s, continuous dealer engagement is vital. Consumer preferences are evolving rapidly, and Natuzzi is leveraging its integrated systems to track these trends in real-time. This approach allows the company to provide dealers with actionable insights, helping them adapt their strategies to meet consumer demands effectively.
The Shenzhen Fair: A Key Milestone in 2025
Looking ahead, the Shenzhen Fair, scheduled from March 16 to 19, 2025, will serve as the next major platform for Natuzzi to showcase its latest collections and marketing initiatives. The event is expected to attract a diverse audience, including industry professionals, media representatives, and potential business partners.
At the Shenzhen Fair, plans to highlight its newest product innovations, reinforcing the company’s position as a market leader in the high-end furniture sector. By leveraging this event, aims to drive further brand awareness and strengthen its commercial relationships within China’s competitive retail landscape.
Exclusive Dealer Engagement: Natuzzi Italia’s Strategic Vision
In addition to Natuzzi Editions, the company is also making significant strides with Natuzzi Italia, its luxury brand. During the recent visit, Antonio Achille and Braver Wang met with the VID (Very Important Dealers) group—an elite network of some of the most influential dealers in the region. This meeting provided an exclusive preview of Milan Design Week, a global design event that is poised to be a defining moment in Italia’s brand evolution.
By offering VIP dealers early access to the brand’s latest designs and strategies, Natuzzi strengthens its relationships with key partners, ensuring that Natuzzi Italia remains at the forefront of luxury furniture retailing in China. This strategic engagement underscores the company’s commitment to fostering a premium shopping experience for its high-end clientele.
Expanding Natuzzi Italia’s Retail Footprint
Further solidifying its presence in China, Italia recently opened a new free-standing store in Shenzhen City on January 24, 2025. Spanning over 3,500 square feet, the store reflects the latest Italia store concept, incorporating modern merchandising and in-store communication guidelines.
This new store is part of Natuzzi’s broader strategy to enhance brand visibility and attract discerning consumers seeking high-quality, Italian-designed furniture. The store’s layout, product selection, and customer engagement approach have been meticulously crafted to offer a seamless and immersive shopping experience.
A Strong Future for Natuzzi in China
Natuzzi’s latest initiatives in China reflect its unwavering commitment to growth, innovation, and strategic dealer partnerships. By strengthening its retail presence, launching new collections, and maintaining close engagement with its dealer network, the company is positioning itself for continued success in one of the world’s most dynamic markets.
The Xi’an sales event, upcoming Shenzhen Fair, and expansion of Natuzzi Editions and Natuzzi Italia stores highlight the company’s proactive approach to capitalizing on China’s evolving furniture market. With a clear vision and a commitment to excellence, Natuzzi is set to maintain its leadership position while delivering exceptional value to consumers, partners, and stakeholders alike.
