Finding the right market for your company, especially in the competitive world of luxury Made-in-Italy furniture, is never easy. It’s essential to first consider the sociographic shifts that have influenced the search for new opportunities for Italian design.
The Evolution of the Italian Luxury Furniture Market
Years ago, the number of Italian luxury furniture manufacturers involved in high-end international interior design projects was much smaller than today. This growing competition has pushed historic 100% Made-in-Italy furniture companies to look for new commercial channels to promote their unique style without being overshadowed by new players.
Over the last ten years, the Italian furniture industry has seen significant growth in the number of small and medium-sized national enterprises (SMEs). According to data from iCRIBIS, the current business landscape is largely composed of SMEs and micro-enterprises, many with fewer than 10 employees and annual revenues under 2 million euros. As of December 2023, the industry employed around 130,000 people, marking an increase compared to 2022 (+1.9%) and 2021 (+5.5%).
Source: ICRIBIS Contenuti
This confirms the trend of an increasingly saturated Italian luxury furniture market. Those who shaped the history of Italian luxury furniture—acting as ambassadors of Made in Italy—now face competition from numerous micro-enterprises born after the first wave of internationalization, not just in Italy.
A notable example comes from premium furniture brands born in Spain and Portugal.
In the past decade, both countries have experienced significant growth in luxury furniture manufacturing, with a strong focus on craftsmanship and bespoke design. At the same time, the Arab market has shown increasing interest in these products, appreciating the elegance and quality of Iberian design.
The Middle East, especially Saudi Arabia and the United Arab Emirates, has expressed a growing demand for Iberian luxury furniture. In 2023, nineteen Portuguese companies in the wood and furniture sector participated in the Hotel & Hospitality Expo Saudi Arabia, highlighting the competitiveness of Portuguese design in Arab markets.
Source: mobiliarioemnoticia.pt
Arab consumers are also becoming more exploratory in their choices, seeking emerging brands and exclusive pieces beyond traditional luxury labels. This trend opens new doors for Spanish and Portuguese furniture producers while alerting early pioneers of Italian or French luxury style who were among the first to enter the Middle Eastern market.
From Brianza to the World: Changes in Customer Behavior
In the past, clients from around the world would travel to Brianza, the heart of luxury furniture production, in search of exclusive pieces. Local manufacturers would welcome potential buyers into their showrooms and offices, offering an immersive experience in the Made-in-Italy culture.
Over the past decade, however, the rise of smartphones has profoundly transformed consumer behavior in the luxury furniture sector, reshaping how they interact with brands and make purchasing decisions.
Luxury Shopping and Digitalization: New Consumer Habits
A study by Google and Ipsos revealed that 76% of Italian consumers research online before buying luxury goods, and 47% use their smartphones even while inside physical stores. On average, buyers consult 5.4 sources of information before making a decision, and 71% of those sources are online. This highlights a growing tendency to gather digital information before purchasing, reducing the need for in-person showroom visits.
Source: FashionNetwork
And if these figures reflect Italian consumers, we can imagine even higher numbers in markets like the U.S. or Asia.
A Demandware study found that 83% of the growth in luxury orders is driven by mobile devices, underlining their central role in the buying journey.
Source: Mark-Up
Luxury Furniture and Digitalization: A Summary of New Behaviors
Consumer behavior in the luxury furniture sector has significantly evolved:
- Increased online research: Customers spend more time researching and evaluating products online, using mobile devices to compare options and read reviews.
- Fewer in-person visits: The availability of detailed information online has reduced the need for physical store visits.
- Rising online purchases: While many purchases still occur in physical locations, there’s growing openness to online buying, driven by the convenience and accessibility of smartphones.
Luxury Brands and Digital Transformation: Focusing on Audience, Content, and Markets
Luxury furniture brands must adapt to these new dynamics, investing in a strong digital presence and creating engaging online experiences.
More importantly, companies like ours must provide detailed content. High-quality images, early previews for clients and prospects, and meetings in their offices or preferred locations help satisfy the needs of today’s consumers—guiding them through their decision-making process before they even come across us on social media or online platforms.
This shift means that, when identifying future emerging markets, companies must consider not only a target’s purchasing power, open-mindedness, or style preferences, but also their “technological” habits.
That’s why this change has encouraged entrepreneurs to actively seek markets where Made in Italy is truly valued.
Emerging Markets for Italian Luxury Furniture
Speaking personally, as entrepreneurs, we want to meet our future clients directly in their cities, showcasing our creations without the “barrier” of a large or small screen.
Before expanding into new geographic areas, it’s crucial to identify emerging markets ready to appreciate our work.
- Saudi Arabia: As outlined in the article Saudi Arabia: A Land of Opportunity for Italian Design, this country represents a highly promising market for Italian design. Year after year, the demand for fine Italian luxury continues to grow.
- United States: The Salone del Mobile has reaffirmed American entrepreneurs’ and managers’ interest in Italian luxury products and authentic Italian lifestyle experiences. Cities like Los Angeles, Miami, and New York, each with their own cultural flavor—offer great opportunities for niche markets.
- Nigeria: Nigeria is another country where demand for high-quality Italian products is booming. Purchasing authentically made-in-Italy furniture—icons of Italian artistic heritage—is now seen as a symbol of cultural refinement.
- Europe: Somewhat unexpectedly, countries like Germany, Austria, and Poland have proven to be highly interesting B2B and B2C markets for 100% Made-in-Italy luxury furniture.
- Other Markets: China, the United Arab Emirates, and Vietnam continue to embrace Italian culture, valuing the design and colors that evoke our artistic tradition.
Finding Your Soul in the Global Market
There are many regions around the world where Italian companies can grow. However, we believe that each company has a unique soul and that this essence should guide decisions about where to expand, based not only on measurable data like market interest, but also on more emotional insights, such as a region’s love for Italian culture.
Entering a market means expressing our company’s personality.
Because, as modern organizational theory reminds us, “a company is a living organism, not a machine to be optimized.”
