Ditre Italia specialised in upholstered furniture. It was positioned at the lower end of the market, owing to its consolidated experience as a contractor.
 Its products included a jumbled mix of styles, resulting in a complete lack of identity, and they were concentrated around sectional, fixed and recliner sofas. The catalogue and images were generalist.

The first phase involved changing tack completely, redesigning the brand and redefining the existing models. Next we worked on creating new models. Today, around 60% of products in the catalogue have been designed by Studio Spessotto.

One important change has seen the company involved in defining an exportable concept: furniture that interacts to create a coherent design. The idea is to create products that are not intended to steal the limelight but instead build matching collections or product groups that have a recognisable style. Products where innovation is understated rather than showy.

Mission accomplished, by creating a recognisable style and a limited number of products, effective in interpreting Italian lifestyle trends in the living room and bedroom.

Ditre Italia has established itself across Italy, becoming a blueprint brand liked by consumers. Today it has global reach, finding recent success in Asia, too. The company is also part of a group listed on the stock exchange and has almost tripled its initial turnover.

“The products and communication imprint curated by Studio Spessotto have defined how the Ditre Italia brand has been perceived over the years. The company’s market repositioning was under Stefano’s artistic direction for the first eight years, a time during which we reached some important milestones.
Despite having worked together for over ten years, the partnership is still active and fruitful.”
Michele De Marchi

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