Offering neo-classic designs
Offering neo-classic designs

Premium luxury home lifestyle brand, Arredoclassic, has made its entry into the Indian market with Blues Home Ltd. Lorena Fulgini, Marketing & Sales Manager, Arredoclassic, expresses her delight in venturing into the hottest market in the world and also shares the brands philosophy with us.

 

Aadeetya Sriram (AS): What is Arredoclassic all about? Could you talk us through its journey in the international market and what do you bring to the Indian market with your products?

Lorena Fulgini (LF): We are an international company selling all over the world; we export in 86 countries around the world. This is our first flagship store; until now we have sold through shop-in- shop or multi-brand stores. So this is a new venture we have started with our partners Blues Home. This flagship store has been conceived and designed specifically for Indian market. Although our products are sold all over the world, we have thought about the collection that will be displayed in India. We want to give a total look home style, so that the customer, once he/she gets in the showroom, can immediately realise the realistic use of our products in his/her house. We are a family company and it has a very long tradition in furniture business. The products that we offer are really original and constructively designed. This distinguishes us from our competitors.

 

AS: What are the reasons that you chose the Indian market for your first flagship store in the world?

LF: Till now, we’ve had dealers/importers in every country, who undertake products selection on their own. We carry over nine collections and we have seen that each market prefers a certain collection and we let out distributors decide which ones are in demand. Our flagship store in India is here to meet the demands of the market. After this, we will continue with our strategy for the coming years to open at least 3-4 flagship stores by 2012, primarily in Russia. We are changing our philosophy from product- oriented to market-oriented with our strategy.

 

AS: Are the products that you offer they designed specifically for the Indian market? Do you feel the need to provide localised products as well?

LF: Our products have not been designed for any specific preference. None of the products in our collection has been specifically designed for the Indian market. We have never offered market-centric products, because we want to bring out Made-in-Italy original design to the consumer. That said, we have specifically designed the layout of this store. The Italian market is very wide and they have a different taste, so we could say that their young generation is looking for more contemporary design and different class people are looking for more on the classical side. We have focused on this market because we have realised the potential for these kinds of products.

 

AS: What will be your marketing strategy for Arredoclassic in India?

LF: Our partner, Blues Home, is already a high-level segment in the country, targeting the premium to luxury class. So, they know how to promote and advertise us in the right magazine, be it home-style or lifestyle. We also have strategies on social media for the young generation, but mainly with luxury items, which need to have a specific marketing strategy. We will support them with our graphic for advertising and communication in order to present our logo in the right manner.

 

AS: How many other stores have you lined up across the world?

LF: Usually, we have a good rapport with our importers/distributors in the international market. So, we can propose them to upgrade their retail store into a flagship store. Most of them are already in place to upgrade and some of them have even refurbished their stores.

 

AS: How is the designing of your products undertaken?

LF: We are exclusively working with two designers -- Architecto Cazalini and Giuseppe Benchi. They follow our philosophy and we give them our ideas coming from our experience by travelling all over the world and knowing different markets and their needs. We work on our concept and provide the details of the design to them for our collections.

 

AS: How do you perceive the Indian market with regards to your products?

LF: We believe that our products can be a real success in the country with its ever-growing affluent customer base. We have already been in the Indian market over the last 10 years, dealing in Mumbai through a multi-brand store. We felt that we needed to step-up and broaden our horizon. This year, we are clocking at $15 million at a growth rate of 20 per cent year-on-year.

 

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