Side products the group is its strengths

Milan, last month, the time was the retrospective and the over-valuing to unbridled creativity. This refocusing on the core, and therefore on the product, is the new watchword of the "made in Italy" style companies, passing through a sensitive password. From recent years by the explosion of real estate and luxury hotel, they face the sharp slowdown in activity and fearful, when resumed, increased competition from countries with low labour costs, China at the top.

"Our ability to innovate and achieve superior quality products remain our best assets", argued so Dario Rinero, arrived early March at the controls of Poltrona Frau. Ownership of the holding company charm, itself controlled by the President of Fiat, the charismatic Luca di Montezemolo, the group leader in (310 million euros of turnover last year) aligns a portfolio of prestigious brands (Cassina, Cappellini, Alias, Gebrüder Thonet...). His new manager, who came from the world of the consumer, has spent thirteen years with Barilla and ten in Coca-Cola. A career profile become classic in luxury, less common in the world of design and furniture, always dominated by family firms, where it remains between itself. Its mission is clear: speed up the integration of a group of successive acquisitions. "We must streamline our production to devote more resources to the distribution, marketing and communication of our brands," he said.

Poltrona Frau: series limited

Centralization of purchases and logistics, reduction in the number of production are therefore, with the passage of 7 to 3 sites through the establishment of platforms specialized in the work of leather, metal and wood to work for all trademarks. Identified synergies will contribute to financing the extension of business network international: opening next in New York a second Cassina showroom and the first "flag ship store" Poltrona Frau, stores in joint-venture in Abu Dhabi and Mumbai...

Side products, the group is its strengths. Soul, new leather shown in Milan, took four years of development in the plant of Tolentino. Tested by Ferrari, it combines, with a new method of dyeing, the soup and the irregularity of the most beautiful skins natural to the strength of treated material stain. As Cassina with the line I maestri (reprint of pieces signed by leading architects and designers, Frank Lloyd Wright, Le Corbusier, Franco Albini...), Poltrona Frau will develop limited series. Another sure value called to the rescue: Philippe Starck, used to work with the Group and presents this year in Alias accessories practical and beautiful to his gym at home or Office.

Boffi: beyond the kitchen

Boffi, it gives nothing to the crisis, with a positioning always also resolutely luxury. The inventor of the minimalist kitchen offers K1, a model of work in precious wood (or Corian) islets with retractable sink whose prices start at 30,000 euros... module. Virtually tariff of a kitchen fully equipped Xila, the new 2009. In fact, a resumption of the House classics. "We it were reworked to reduce the price, without sacrificing the quality of the materials, nor the strength of the hinges or the drawers", said CEO, Roberto Gavazzi.

Since its inception in the 1960s, Boffi sells good year year the same number of kitchens: between 2,300 and 2,500. This has not stopped him to multiply by ten sales (72 million euros last year) amount in range and expanding recently, its radius of action at bathroom and storage and interior spaces (dressings, cabinets, walls...). An always carrier segment with the mode of American kitchens and the bathrooms open room. Roberto Gavazzi expected no recovery before 2010 "special orders" activity, very related to that real estate premium across the Atlantic. But he noted that, since April, "individuals are more optimistic and returned to the shops with real projects". What hope that the decline of activity in the year will be contained "between 10 and 15.

The expos are investing the city

Ever more topical, the convergence of fashion and design (see below the example of Diesel) is symbolised by the revival of the Zona Tortona. This old district of brownfield became a Mecca of the Milanese "us" and is the framework in numerous off events of the fair of furniture and design, in exile, she, forty minutes from Metro Center. It is Zegna, the brand of menswear in luxury, the first is installed, followed by Armani, Paul Smith and the Della Valle group. Poltrona Frau is also planted its tent this year. It is not the only to desert the Park of the expos. Anywhere in the city, the publishers expose their what's new in their showrooms, the opportunity of many cocktails, "parts", dinners private such as Fashion Week... Even the very select via Monte Napoleone, jewel of luxury brands, started for the first time in unison in allowing the installation of 100 huge multicoloured lin lanterns. A Deco scenography at the initiative of Marie-Emmanuelle Belzung, Director General of the CELC Master of Linen (European Confederation of flax and hemp), whose members have a foot in the clothing and the second in the household linen and furnishings.

Another temple of fashion, the store of the square of the Duomo, la Rinascente (owner in the spring France) mixture, also the genera. He has opened his "supermarket design": a basement (2.000 square metres) dedicated to the design and accessories for the House, inspired by the MoMA of New York shop. Objects of every day, as the coffee maker Bialetti, there alongside Rosenthal signed fine porcelain pieces and vases Philippe Starck for Baccarat. "It seemed necessary to distinguish us the quadrangle of fashion boutiques" argues its leader, Gilles Massé.