The last chapter of Italian furniture brand Natuzzi’s first book is titled ‘The beating heart of Natuzzi’. It would also, one could argue, act as a fitting title for the new tome itself. When a brand revisits its history and successes, it tends to take a ‘greatest hits’ approach, delivering a catalogue-style book of brilliant designs. Natuzzi took a different tack, creating a narrative of its intriguing business history.
‘The story of how a small workshop located in a village in southern Italy transformed itself into a multinational company, selling its products all over the world, is just remarkable,’ states author Luca Condosta in the opening pages of Natuzzi: The Italian Harmony Maker. Like any epic, the story kicks off at the beginning of the journey, in this case right after the Second World War, where brand founder Pasquale Natuzzi is described as coming from a humble family of carpenters. What follows is an in-depth exploration of how he built an empire. Natuzzi is now Italy’s largest furniture company, with an annual turnover of over €457m.
Natuzzi’s America headquarters in High Point, North Carolina
But the story isn’t just a long list of successes. There are defeats, losses and tragedies along the way. The growth of the company is not just celebrated – rather, it’s explained right down to R&D, human resources and the quality of craftsmanship, Condosta leaving no stone unturned in the nitty gritty of Natuzzi’s evolution.
That success came, said Natuzzi in his 2004 and 2005 annual reports, ‘by sailing towards the future with unique straight and energy, sticking together during hard times and working closely towards common goals’. As the pages turn, Condosta turns Natuzzi’s business profile into a biographical-style read, reflecting on relationships as well Natuzzi’s personal achievements as an entrepreneur.
When discussing why the author, a finance professional, decided to take on this project, Condosta writes that ‘there must be some magic in this small village that guards the history and success of Natuzzi’. For those seeking inspiration, Natuzzi: The Italian Harmony Maker is a refreshingly honest, all-encompassing thesis on how to run a successful business.
Natuzzi’s Brazilian manufacturing plant, shot in 2001
‘Nexus’ model sofa, designed by Studio Bellini in 2002
Natuzzi Italia’s store in Taipei, Taiwan
INFORMATION
Natuzzi: The Italian Harmony Maker, by Luca Condosta, £19.99, published by Lid. For more information, visit the publisher’s website
-
A revamped Edinburgh apartment combines Californian-style modernism with modern craftArcher + Braun have transformed an apartment in a historic house with finely tuned contemporary additions and sympathetic attention to detail
-
Formafantasma’s biodiversity-boosting installation in a Perrier Jouët vineyard is cross-pollination at its bestFormafantasma and Perrier Jouët unveil the first project in their ‘Cohabitare’ initiative, ‘not only a work of art but also a contribution to the ecosystem’
-
Gingerbread City: architects sculpt London out of the season's favourite treatUntil December 29 in Chelsea, see London brought to life in a seasonal-appropriate medium by leading architects and designers
-
Vipp Palazzo pop-up hotel opens inside Brescia’s historical Palazzo MontiScandi minimalism meets Baroque maximalism in Vipp Palazzo, a pop-up hotel by the Danish brand in the heart of Brescia
-
Interior design books championing shelf loveWelcome to the Wallpaper* guide of the best interior design books published in 2024 and beyond – a collection of riveting visual tomes to feed creative innovation, inspiration and imagination
-
B&B Italia celebrates 15 years of outdoor furnitureFrom a woven design by Patricia Urquiola to an aeroplane-inspired collection by Piero Lissoni: we look back on exceptional B&B Italia outdoor furniture
-
India Mahdavi monograph reveals a life in full colourAn ode to the power of colour, India Mahdavi’s first monograph shines the spotlight on the designer’s trendsetting interiors and signature pieces
-
Michele De Lucchi unveils latest furniture design for Stellar WorksItalian designer Michele De Lucchi and Stellar Works present a new furniture collaboration consisting of a modular sofa with a floating silhouette that merges Italian and Japanese design sensibilities
-
Aldo Rossi’s work and legacy celebratedWhile Molteni & C celebrates the furniture design of Aldo Rossi, MAXXI Museum pays tribute to the postmodernist architect through a series of sketches, photographs and models, on show in Rome until 17 October 2021
-
Marble table pushes the boundaries of furniture manufacturingThe sinuous forms of Roberto Lazzeroni's Infinito table for Poltrona Frau are defined by a rare marble and an innovative design approach
-
Luigi Caccia Dominioni’s iconic chairs for Azucena get a chromatic updateAzucena and Serapian collaborate to instill new life into Luigi Caccia Dominioni's Catilina chair, a legendary design now updated with a distinctive leather mosaic motif
