Natuzzi forays into India via franchise route

Natuzzi Spa, an Italian leather upholstery player plans to foray into the Indian market via franchising. The company would be opening their two flagship outlets in Delhi and Mumbai. Moreover, it has set a target of opening 70 points of sale across the country by end of 2012.

For Natuzzi, the investments will be made primarily by individual franchise operators. The company would look at various retail formats to address their customer needs. These formats can include flagship stores, mono-brand smaller outlets and galleries in form of shop-in-shops. The group plans to create a network of the brands, Natuzzi and Italsofa stores pan India. The former (Natuzzi) brand will be for the metros while the latter (Italsofa) will target Tier I cities like Pune and Chandigarh.

As a marketing strategy for India, the company will focus on establishing long term relationships with suppliers, traders and the consumers. With the aim of capturing more and more consumers spending on furniture, Natuzzi will launch its ‘Total Look Living Room concept’ in India.