Ready to finally be back in attendance, starting next Tuesday, the Milan Furniture Fair will also decree another type of presence, increasingly widespread: that of home collections signed by fashion brands. A segment born in the Eighties and which has been greatly enriched since then: the big names that have not launched their own home collection are now the minority. Also because, in addition to being a perfect vehicle for one’s values well beyond the wardrobe, high-end furniture has never been such a promising segment: according to the most recent Bain-Altagamma report, already at the end of 2020, when the pandemic it had made us rediscover (in spite of ourselves) and rethink domestic environments, the growth figures for furniture had exceeded expectations, in particular for the living and bedroom areas, for outdoor and lighting. In 2021, the market turnover was estimated at 45 billion euros, growing by 13-15% between 2020 and 2021 and by 6-8% between 2019 and 2021, the highest value among that of personal luxury goods. .
A push that has also moved the licensing market: the Forlì Luxury Living Group, which includes the home collections of Versace, Trussardi and a part of the new Dolce & Gabbana, has launched a dense plan of openings. Paris, London (with space dedicated above all to Versace) and Milan, with the Dolce & Gabbana Casa store in the design district of via Durini, alongside the one opened by the brand in corso Venezia. Last year Luxury Living Group concluded the license of Fendi Casa, which in May 2021 entered into a joint venture with Design Holding, a group with a turnover of 700 million euros in 2021 and controlled by Investindustrial and The Carlyle Group. Since last October, the CEO is Daniel Lalonde, who has been the manager of LVMH for 10 years. Creatively led by Silvia Venturini Fendi, who involved designers such as Marcel Wanders, the new collection marks the debut in lighting, in collaboration with Flos, and will be presented in the new boutique in Piazza della Scala and in an apartment in a period building. in via Montenapoleone, fully furnished with Fendi Casa pieces.
The Armani / Casa novelties, a division born in 2000, will instead be exhibited in the Armani / Silos spaces in a sort of exhibition that combines them with various iconic pieces, reinterpreted with new finishes, and which tells what inspired Giorgio Armani in these 22 years old. Among the novelties, an art deco inspired valet stand, an armchair with a continuous structure and a dining table with essential lines.
After the debut limited to textile collections, Philipp Plein also expands the home collection with Plein Italian Luxury Wallpaper by Zambaiti Parati, a historic Bergamo wall coverings company, and Arthur Arbesser, with the first furnishings made by De Rosso on show at the Triennale.
Furthermore, new projects are underway for Diesel Living, which collaborates with various companies for different types of products, from the kitchens with Scavolini to the seats with Moroso: “For 2022 we estimate a growth in the home segment of around 20% – he explains Andrea Rosso, Creative Director of Diesel Licenses -, thanks to the push on our key markets, namely the European (driven by the sales of Italy, Germany and France) and North American markets, which respectively account for 70 and 20% of turnover. This year the sales of the apartments of our first residential building in Miami began, a very successful project that leads us to be confident of announcing other interventions in real estate soon ».