Pasquale Natuzzi reveals the secret of his success
01/04/2011
In an interview at the end of March, the company founder said Natuzzi produces itself around 90% of the material that goes into its sofas, including 6,000 hides a day from its own tannery in Udine. "This is how we have kept costs low and quality high," he said.
Faced with competition from lower cost competitors in all markets, mentioning specifically Mexico for the US, former Eastern Bloc countries for Europe and China for Asia, Mr Natuzzi said he believes it was correct for him to set up a worldwide network of retail outlets, of which he now has 730.
"Our production costs were between 20% and 30% higher, so we decided to reposition ourselves by developing and putting greater value on the Natuzzi brand," he said, "and we have spent EUR 450 million over the last eight years doing this. Opening our own-brand stores has been our contribution to the export of the Made in Italy concept that is appreciated and loved everywhere for its elegance and its uniqueness."
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