Zucchi Group Extending Product Offer, Launching Bassetti Home Innovation Interior Design Consultancy

RESCALDINA, Italy — Joel Benillouche is injecting a dose of new electricity into the Vincenzo Zucchi group.

“We hope to recreate a relationship with the shopper, reorganizing and redefining the brand names, leveraging a new digital system, and we are reactivating our textile offer chain,” reported Benillouche, chairman and shareholder of the publicly shown team, all through an interview at the Rescaldina headquarters, a 30-moment push from Milan. Zucchi has been managed considering that 2016 by financial investment fund Astrance Capital SA, which was founded by Benillouche.

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Astrance also controls the Paris-dependent Descamps and Jalla, sharing synergies and several platforms with Zucchi.

The group provides bed and tub linens infant collections dwelling, kitchen and home wares, and home decorations from the manufacturers Jardin Secret, Zucchi and Zucchi Block, Granfoulard, Bassetti, and Santens, as effectively as the Tommy Hilfiger license for property textiles completely for the Europe, Center East and Africa area.

The youthful entrepreneur has succeeded in turning all around Zucchi, which right before his arrival was on the brink of personal bankruptcy immediately after a period of adjustments in management and shareholders. He wiped out its debt of 80 million euros and the corporation is now worthwhile, reporting income of 100 million euros and expectations of expansion of around 30 per cent this year.

“Zucchi required an industrial trader,” explained Benillouche, who was formerly an investment decision banker at Lazard and Morgan Stanley, among the other people.

With Astrance, he has been fine-tuning the models and investing in new equipment.

Circumstance in issue: Shifting from a merchandise-driven brand name to a new way of life and consumer-centric technique is now essential for Benillouche. He has introduced Bassetti Dwelling Innovation, which presents renovation products and services and interior structure consultancy. A group of architects and inside designers selected by Bassetti Dwelling Innovation propose answers reflecting the wishes and needs of the clientele, featuring an onsite supervision and consultancy.

courtesy of Bassetti

Benillouche has opened more than 30 focused Bassetti Residence Innovation stores in principal cities or in malls in Italy, which will be followed by models in France later in the calendar year and in 2023, and then in Germany and Switzerland next 12 months and in 2024. The group has obtained a chain of childrenswear outlets and has been converting them with the aim to get to 40 models in 2022.

Benillouche highlighted the have to have to develop into new merchandise categories and less than the Bassetti Home Innovation umbrella, the enterprise has set up partnerships to offer you Chaarme beds by Pentaform tables with Kronos armchairs and chairs by Busetto, and plates by Bitossi Property. “We want to present a total atmosphere,” he explained.

mac courtesy of Bassetti

The team, which counts 900 employees, like its direct retail community and the branches in Germany, Switzerland and Spain, as very well as its directional workplaces, has direct control of all the artistic processes from style and design to creation, of which 50 p.c is manufactured in Italy. The output heart in Cuggiono is specialised in prints and padded linens this sort of as Bassetti’s signature Piumone. Prints are not designed digitally, but continue to using an artisanal, technical process with engraved metal cylinders.

Zucchi has 219 units between direct outlets, outlets-in-store and factory shops, and 350 corners in department outlets, as very well as wholesale distribution globally with 3,000 points of sale. “We are not afraid to cut our distribution and redefine our partnerships with an upgraded top quality,” said Benillouche. “Through an in-depth brand investigation, we have redefined our brand names, our buyers, targets and values.”

Zucchi Bassetti stands for Italian fashion, Descamps and Jalla for French taste and the Tommy Hilfiger license for the American way of everyday living, he stated.

mac- courtesy of Bassetti

The group depends on a background that spans 220 a long time, underscored Benillouche, as Descamps was established in 1802, Bassetti in 1830, Jalla in 1881 and Zucchi in 1920.

In 1987, Bassetti launched the multiuse Granfoulard, which he claimed “sold the most in the history of European textiles.”

In 1997, Zucchi received the Guggenheim Enterprise and Tradition award with its museum of antique handblocks, the major existing assortment with 56,000 items from 1785 to 1935. The blocks are in wooden and metallic, from English, French and Austrian artisans ranging from Art Nouveau to Art Deco, with styles from the geometric to floral, batik and ornamental.

“We’ve experienced much more time to rediscover our residences and there is a have to have to experience far more snug and in a extra imaginative ecosystem,” stated Benillouche.