The New Geography of Italian Design

The objective is clear: to strengthen Desalto’s global presence without compromising the values of aesthetic essentiality, innovation and manufacturing quality that have made it one of the leading names in Italian Made in Italy design.

“Today, the market demands much more than a quality product,” observe Gian Paolo Nespoli and Mirko Orsenigo, the company’s CEOs. “It requires a design culture, the ability to interpret different needs, and the ability to build strong relationships with partners, clients and architects. This is the direction in which we are investing.”

The company’s focus is on the markets driving the transformation of the high-end furniture sector. South Korea, China, Japan, Singapore, Thailand, Taiwan, the United Arab Emirates and Egypt currently represent Desalto’s key growth areas. In these regions, the growth of real estate, hospitality and the luxury segment is fuelling an increasingly sophisticated demand for Italian design.

This is not, however, a purely commercial approach: the expansion stems from the desire to build a stable presence through qualified distributors, leading showrooms and increasingly close collaboration with the international architecture community. In these markets, Desalto is exporting not only its collections, but a genuine approach to design that combines formal research, technological innovation and industrial culture.

Alongside these new international horizons, Europe remains an essential strategic asset for the company. Germany, France, Spain, Belgium and Switzerland are established markets, characterised by a sophisticated and highly qualified demand. Here, the company continues to invest in strengthening its distribution network and in dialogue with a community of designers and architects that has long recognised Desalto as a trusted partner.

One of the pillars of the strategy is the development of the retail channel. The company is investing in prestigious international showrooms, creating spaces designed to present the brand’s universe in a coherent way and offer an immersive experience of its collections.

“The point of sale is no longer simply an exhibition space,” explains Francesco Frates, the company’s CCO. “It is a place for building relationships, a communication tool, and a space where customers can come into contact with the brand’s philosophy.”

At the same time, the contract sector is becoming increasingly important, with Desalto taking on a growing role thanks to its ability to develop customised solutions for high-profile projects. The company is currently involved in luxury hospitality projects, a continuously expanding sector where quality, customisation and reliability are decisive factors.

This experience is complemented by collaborations with major international brands from a wide range of sectors. British Airways, BMW, Jaguar, Uniqlo and Lavazza have chosen Desalto to develop dedicated projects in which design becomes a tool for expressing brand identity and shaping the customer experience.

It is a transformation that reflects the company’s evolution: from a furniture manufacturer into a design partner capable of engaging with different industries and interpreting specific requirements without ever compromising its identity. Within this global context, Italy continues to play a central role: the domestic market still accounts for 45% of the brand’s overall turnover, confirming its position as the company’s main commercial reference and the environment in which relationships, projects and new opportunities continue to take shape.

“Internationalisation does not mean moving away from our roots,” concludes Frates. “On the contrary, it means giving them greater value. Our strength was born in Italy, and from here we continue to develop a vision capable of engaging with the world.”

This growth is also supported by an increasingly structured marketing strategy. Participation in major international trade fairs, events dedicated to architecture and design, stronger digital communication and brand positioning activities are helping to increase Desalto’s visibility and recognition in key markets.

The result is a company approaching the future with a clear vision: consolidating its presence in established markets, accelerating development in new design geographies and strengthening the value of the brand through an ecosystem that integrates product, design, retail and communication. For Desalto, growth is not simply a matter of numbers: it demonstrates that Italian design, when supported by a coherent industrial and cultural vision, remains one of the most authoritative languages through which to engage with the world.