At Cassina shading it takes this success

With some 37 billion euros of turnover, which a third party to export, the Italian furniture industry still holds the world. Category top of range or luxury, of course, China was responsible for furnishing the whole earth for the ungraded. Yesterday composed of firms still craft semi and managed by the same family for several generations, the decoration and the Italian design world comes to know of changes. In the space of four years, the most emblematic of these companies, such as Cassina, Cappellini, Poltrona Frau, or B & B Italia, were redeemed by two Fund investments, charm and Opera, whose leaders and shareholders come from the universe of luxury. Diego Della Valle (Tod's), Francesco Trapani (Bvlgari), the father Montezemolo (Ferrari and Fiat) and son, to cite only the best known of this side of the Alps. Not to mention Nino Cerruti, who left fashion and perfumes to build him also on lifestyle by taking Baleri, Philippe Starck Costes Café editor of small tables and chairs. These large manoeuvres evoke those who presided over the birth of giants of the luxury, such as LVMH, PPR and Richemont. And the shock of the ego that they do reminds the rivalry between Bernard Arnault and Francois Pinault. Normal, charming and Opera claim one and the other federating the most prestigious brands of the art of living in the Italian and their rivalry has no doubt made up prices of the companies they wanted. Bad languages tell that charm, via its subsidiary, Poltrona Frau, paid very (too) expensive Cassina to its previous owner, the French Marc Ladreit de Lacharrière (Fimalac). This was to speed Opera which would have been on the ranks. Charming accuses his rival of the rapid increase in value by standing ready to sell quickly its acquisitions. Criticism that could return as the Fund, who says he "looped" phase purchases, announced in August the next implementation Poltrona Frau, taking this fellowship still short its competitor.

In any event, these new operators have the ambition to accelerate the implementation of their brands in emerging markets in high growth, China, Russia and India. At great expense, they apply to the furniture industry revenues that have demonstrated in luxury. Opening showrooms in cities, more rapid renewal of the offer in the shops on the principle of "collections", heaven or even "peopelisation" of creators - had the habit - but leaders themselves. The Montezomolo, Della Valle and other Trapani pass economic and sporting topics the portraits on glossy magazine press. Some fear the mixture of genres: Poltrona Frau armchairs will tomorrow dressed in cashmere Ballantyne, another venerable House, purchased it also by charm Already Cappellini edits with fashion designers of furniture in a limited series, as with Pucci recently. Giorgio Busnelli, CEO of B & B Italy, finds that a product's life cycle ceases to shorten. But it is not sure that buyers of fine furniture, even very rich, are ready to change table or sofa as often as bag or shoes!

Firms remained independent, such as Kartell, Driade, Moroso, De Padova or Bisazza, as creative and successful they are, accusing them at the time and seek the parade. They are running out of weapons and were able to expand their territory. Example with Artemide, leading manufacturer of contemporary lighting. The firm, founded in 1959 by Ernesto Gismondi, creative and innovative, grew by buying competitors to be present on all niche markets: outdoor lighting, lighting for concerts, community rooms... Ditto for the Boffi owned which is cast in the world of bath under the artistic direction of Piero Lissoni. Society comes to the structure of Norbert Wangen, experimental kitchen Designer. Similar approach at Molteni & Cie who, after the universe of the House, turned to the Office with the brands Citterio and uniform and the kitchen with Dada.

Luxury: The Galaxy of supernovae

Three years of reflection, prestigious partners (in addition to Diego della Valle, Vittorio Merloni, the founder of the Group of very influential Indesit appliance in labour environments and Deutsche Bank), the charming created in July 2002 and the Luxembourg-based investment firm is presented as a matter of family by its major shareholder, Montezemolo & Partners. Then President of Ferrari and Maserati, Luca Cordero di Montezemolo is the pilot of this new locomotive, the first acquisition will be the manufacturer of seats and sofas Poltrona Frau in December 2003. For luxury, the goals are clear: build an industrial luxury group satisfying the requirements of the new world of decoration high-end market. And develop a portfolio of trade marks related to the art of living, the decoration and fashion. Elected President of the Confindustria (the Italian Medef) then the Fiat group, Luca di Montezemolo has appointed his son Matteo, Vice-President of Poltrona Frau. For three years, luxury bought companies in series: the famous House Cassina then Cappelini and Gufram. This portfolio impressive names design complements, in fashion, Ballantyne, Scottish cashmere brand.

OPERA: All about lifestyle in Italian

Sitting him also to the Luxembourg and led by businessman Renato Preti, the Opera investment fund was established in 2000 at the initiative of Francesco Trapani, the leader and shareholder for the jeweler Bvlgari group. Target: medium-sized and large firms of Italian lifestyle characterized by their know-how and their world renowned. Opera and took Unopiù, the specialist of the furniture of garden and outside with his twenty-five showrooms, and, above all, the company B & B

Italia and its sister Maxalto brand. Both investor and strategic partner, the Fund has also invested in the company American AG Ferrari Foods based in San Francisco and including restaurants stores import the best cuisine in the peninsula. It is also the shareholder of the Sector watches produced under license from Cavalli and Moschino. He finally holds the Bruno Magli luxury Shoemaker, but already resold the canoes of luxury Itama the Ferretti Group, owner of the legendary Riva.

B & B ITALIA: A financial and stylistic saga

Pier Ambrogio Busnelli disease, said Piero, forced his son to question the sustainability of the family home, B & B Italia. "The dream of my father was to enter in the stock market," said Giorgio Busnelli, commands since 2003. Also when the family was approached by Opera, in 2002, the Busnelli signed four hands by giving 55 of their shares. Still alive at age 80, Piero Busnelli remains Honorary Chairman of this leader of Italian design with sales of some 150 million euros. The House this year celebrates 40 years of success. Since 1968, the company - called then C & B, because it was founded with the support of Cesare Cassina - ushers in an era of prodigious experimentation and collaboration with au gratin of design, Joe Colombo, Gio Ponti, brothers Castiglioni, Giorgetto Giugiaro, Archizoom, Mario Bellini collective... At Cassina, shading it takes this success. Majority, Cesare Cassina pushes same Busnelli to the door. It resists and draws the doorbell of the bankers to help it buy the shares held by his partner. He ironically rename his company B & B for Busnelli and banks. With Opera, B & B has recently acquired half of a young Dutch furniture Editor, Moooi. The list of designers who work in the collections is always a real directory social, with the names of Patricia Urquiola, Jeffrey Bernett, James Irvine, Marc Newson, Mario Bellini, Ettore Sottsass...

POLTRONA FRAU: A Chair for them

Founded in Turin in 1912 by Renzo Frau, known as the Hermes of the Italian furniture, Poltrona Frau is the flagship of the Italian furniture high-end and will focus its reputation for excellence outside the borders. 1998 House has embarked on a policy of expansion matured with the acquisition of the Tfsa cabinetmaker, specialized in the development of the yachts. But also to the Publisher the legendary Austrian company Gebrüder Thonet Vienna and Gufram Piedmontese design. In October 2003, Poltrona Frau yields one third of its capital to charm. The investment fund is of Poltrona Frau his flagship. The company became the holding company in which its acquisitions Cassina, Cappellini and following will be housed. Last August, the direction of luxury announced its intention to rapidly introduce Poltrona Frau on the stock exchange. In terms of style, the company Assistant contest of the French Jean-Marie Massaud, which adds up to a stable of designers including including Piero Lissoni, Enzo Mari, and Claudio Silvestrin. It is to him that have been entrusted the design and development of new showrooms of the mark.

CASSINA: The foundation of "made in italy".

Founded in 1927 by the brothers Cesare and Umberto Cassina, Cassina made known through the set designer of luxury ships. Change of course in the 1950s: the House works with contemporary designers Vico Magistretti and Gio Ponti, whose Chair Superleggera figure without interruption to the catalog since 1957. In 1965, the House acquired to the heirs of Charles-douard Jeanneret, said Le Corbusier, global (renewed every ten years) created in 1928 with Pierre Jeanneret and Charlotte Perriand furniture reproduction rights. Fifty years after the "I maestri" collection represents 30 of the volume of annual sales of Cassina worldwide. It has been extended to publishing pieces not signed Gerrit Rietveld, Gunnae Asplund, Charles Rennie MacKintosh, Frank Lloyd Wright and, since 2004, Charlotte Perriand. Cassina has several subsidiaries, including Alias publishes the creations of Alberto Meda, Mario Botta, Jasper Morrison, Alfredo Häberli, manufacturer of lighting Nemo.

CAPPELLINI: The fool of the Lab 4

Cappellini holds some absolute bestsellers, including S-Chair and sofa Jaipur of Tom Dixon, the Wooden Chair of Marc Newson or Revolving Cabinet of Shiro Kuramata. Signature and brand star of the 1990s, the firm carried out Jasper Morrison and the Bouroullec brothers experienced many vicissitudes. But it was not failing in its acquisition by charm. With Giulio Cappellini remained the artistic standing, the brand continues its mission of innovation with the ultimate signed creations François Azambourg, Cédric Ragot, Fabio Novembre, and Marcel Wanders.

GEBRDER THONET VIENNA: The State of siege by gas

Inventor of the furniture industry and precursor of the design, the Prussian Michael Thonet (1796-1871) made a fortune in Vienna after having revealed the universal exhibition in London in 1851. With 50 million chairs sold in the world, Gebrüder Thonet Vienna will be the first multinational European furniture. Acquired by Poltrona Frau, the legendary Austrian House roupillait on its reproduced bentwood wood now its historic models, including the mythical seats of Adolf Loos and Otto Wagner. It also publishes contemporary seats of Vico Magistretti, Enzo Mari, Richard Sapper and, more recently, Ross Lovegrove.

GUFRAM: The niche of the radical design

Although that founded in 1952 by the Gugliermitto brothers, Gufram (for GUgliermitto FRAtelli Mobili) specializes in the production of polyurethane seat. The SME case the shed and codes Assize in force with its Bocca sofa (shaped mouth, tribute to El Salvador Dalí) or its Ottoman Pratone simulating a giant grass square signed collective Strum. The firm today devotes much of its activity the contractual provision of seats for theatres, cinemas or auditoria, as the Teatro degli Arcimboldi in Milan.