Was In 1959 at just 19 years old, Pasquale Natuzzi, opened a workshop in Taranto producing sofas and armchairs for the local market with the aid of three collaborators. Pasquale Natuzzi, the son of a cabinet-maker, was very young when he started his career and in 1962 he moved to Matera where he began to gain commercial experience.
Pasquale Natuzzi returned to the production of sofas and armchairs, this time on an industrial scale in 1967, still in Matera. In 1972 Natuzzi Salotti S.R.l. was founded and one year later, Pasquale Natuzzi decided to relocate production to Santeramo in Colle following a fire that completely destroyed the Matera factory which is now the modern-day headquarter of the Group.
Somewhere about the middle of the 1970s, Natuzzi took part for the first time in a furniture fair in Bari. Here started first contacts with customers from the Middle East: Saudi Arabia, Israel, Jordan. In 1976 Natuzzi exported 60% of the turnover in those countries, while 40% was realized in Italy.
The beginning of the 1980s was the turning point in Natuzzi Group's growth. During a trip to the United States, Pasquale Natuzzi spotted an opportunity to carry out a radical change of direction: "democratizing" the leather sofa, once a product for an elite niche. The first sofa sold at $999 in the United States was a Natuzzi, at Macy's.
Following the success in the United States, in 1985 Natuzzi Upholstery Inc. was established. Based in New York, the company was especially designed for the needs of its North American clients. In 1998, further confirmation of the Group's strong ties with the American market was given by the inauguration in High Point, North Carolina, of a futuristic-looking building, designed by the architect Mario Bellini, housing the offices of Natuzzi Americas, with a showroom measuring 8,000 square metres.
With North American expansion continuing, the Group then went on to strengthen its presence in Italy and throughout Europe. The 1990s saw the opening in Taranto, on Pasquale Natuzzi's initiative, of the first shop in the franchising chain Divani & Divani by Natuzzi. There are 274 Natuzzi stores worldwide (mainly in Italy, Greece, Spain, Portugal, France, Switzerland, China, and Australia), and 335 Natuzzi Galleries, mainly in the United States and Northern Europe.
Today Pasquale Natuzzi personally oversees strategic activities relating to strengthening the brand with investments in product innovation and research, marketing, communication and staff training, working alongside the Group's managers to define future strategies.
Come down to Sofamax today and experience these amazing sofas for yourself.
Natuzzi Evolution Over The Years
Over the span of more than 60 years, Natuzzi has etched a distinctive narrative of innovation and sophistication within the realm of premium furniture. Originating in 1959 as a modest artisanal workshop in Apulia, Italy, founded by Pasquale Natuzzi, the brand's inception was rooted in a profound dedication to handcrafting superior-quality leather sofas. Little did the founder envision that this initial passion for design and unwavering commitment to excellence would propel Natuzzi into the echelons of global recognition in the furniture industry.
**Foundations of Craftsmanship (1959-1980s):
Natuzzi's formative years were characterized by a steadfast focus on traditional craftsmanship, churning out meticulously crafted leather sofas renowned for their quality. This commitment to artisanal excellence laid the cornerstone for Natuzzi's future trajectory.
**International Expansion (1990s-2000s):
The pivotal 1990s ushered in a new era for Natuzzi as the brand embarked on an ambitious international expansion. Acknowledging the burgeoning demand for its distinctive designs, Natuzzi strategically opened showrooms and stores worldwide, exporting Italian elegance to homes across the globe. This strategic move not only bolstered the brand's global footprint but also solidified its reputation for opulent and tasteful furnishings.
**Innovations in Design (2000s-2010s):
As the 21st century unfolded, Natuzzi continued to evolve, embracing innovation in design and technology. Collaborations with esteemed designers yielded collections seamlessly marrying classic Italian aesthetics with contemporary sensibilities. Pioneering features like power recliners, modular designs, and adjustable headrests underscored Natuzzi's commitment to meeting the evolving preferences of its discerning clientele.
**Sustainable Practices (2010s-Present):
In response to an increased emphasis on sustainability, Natuzzi pivoted towards eco-friendly practices. Prioritizing responsibly sourced materials and environmentally conscious production processes, the brand aligned itself with global environmental initiatives, resonating with a growing segment of environmentally conscious consumers.
**Digital Transformation (2010s-Present):
Acknowledging shifting consumer behaviors, Natuzzi embraced digital transformation. Harnessing the power of online platforms, immersive virtual experiences, and e-commerce, the brand sought to connect with a broader audience. This digital integration not only elevated the customer shopping experience but also positioned Natuzzi to adapt to the changing dynamics of the modern marketplace.
**Diversification and Customization (Present):
Natuzzi's contemporary strategy revolves around customization and diversification. Offering an extensive array of styles, colors, and configurations, customers