Natuzzi has been thought of as one Company with many styles, but the brand has evolved into three brands that offer the consumer different looks.

Video Transcript

At the Natuzzi showroom, I spoke with their President Joe Mussalem about how the company is changing and evolving.

There was a time when Natuzzi was one brand for everything and now that has evolved into three different and distinct brands.

In more of a luxury or higher-end segment is our Natuzzi Italy brand. It’s a complete lifestyle brand where we offer the consumer a total look. And a total look, by that we mean in a living room it is a table, a lamp, a rug and also wonderful murano glass which we have exclusively made for us that can kind of tie in that look and that lifestyle. And it’s really a wonderful Italian, more modern lifestyle.

For our more B2B where we sell to businesses is our Natuzzi Additions brand and that brand is primarily made in China for us and it focuses on retail price points between anywhere from $799 to $2499 for a sofa depending upon its leather and its function. But in all different lifestyles and in all different looks, it’s primarily about sofas. It’s not about a total look, a total lifestyle.

And the last is Italsofa. Italsofa was born about ten years ago about today, right here in High Point, NC. Well that brand has completely changed and it’s become a modern, fun, fresh, completely different look that’s out there. Our message there is it’s affordable design and that’s something that’s going to be a powerful look and it’s a fresh look.