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Market report: Italian furniture in China – Driade

Driade is an aesthetic workshop that from the start, began working with designers capable of anticipating new trends. It employs a philosophy of home-living based on the conviction that eclecticism, cultural collage, curiosity and surprise, represent the true sense of our age. Through the years it has produced furniture and other products to suit every furnishing and lifestyle requirement. Today, the Driade catalog is composed of finished furniture, equipment, kitchens, complimentary furnishings and objects of art and daily use.

China market report on Driade’s most recognized designers

Driade owns a number of famous and talented designers, shown by a China market report. And the most recognized ones include:

Naoto Fukasawa: Fukasawa was born in Yamanashi, Japan, in 1956. He graduated in 1980 from the department of product design at Tama Art University. After eight years of working in the United States for the IDEO studio, he became director of their Tokyo branch. In 2003 he founded Naoto Fukasawa Design.

Shaun Fynn: Fynn was born in Chester, England in 1968. In 1989, he received a Bachelor of Arts degree in Industrial Design from Central St. Martin’s College of Art and Design in London. After graduation he freelanced in London before moving to Milan in 1991 and then onto Los Angeles in 1993 where he collaborated with renowned design studios.

Driade’s main competitors and its China strategy: Flou, Zanotta, Cappellini

Driade’s main competition comes directly from other Italian brands of design and furniture, especially from Flou, Zanotta and Cappellini. Driade has made its China strategy to rival these competitors and gain a larger market share than them.

Flou, a company with the precise objective of innovating the bedroom and creating a new “sleep culture”, was founded in 1978. The company prides itself on how its products’ aesthetics and function go hand-in-hand with innovation in the fields of materials, technology, and rationalization of the production processes. Since its inception the company philosophy has remained unchanged: to produce excellent beds, designed with the precise objective of improving comfort, wellness and quality of life.

Zanotta’s history can be said to be a miniaturized version of the entire history of Italian contemporary furniture development. The company, who accompanied the rise of Italian design in the 1950s, played an indelible role during the rise of Italian design in the furniture industry. Zanotta’s products are sold throughout Europe and the United States, Canada, South America, Japan, and Australia. Its exports make up 40% of its total sales.

Cappellini strategy revolves around its limited edition products, to increase the value of its products and the cultural solidity of its realizations, but also to preserve a pinch of healthy fun. Cappellini also conducts in depth research to ensure that its limited edition products will be successful. Progetto Oggetto’s products are simplistic, yet elegant.

Daxue consultants China


Picture source: bing