Santalucia Mobili was a mass-market-oriented company making bedroom and living room furniture. It offered an extensive range of generalist products of medium-to-low quality, lacking an identity, and sat at the medium-to-low end of the market, targeting the mass market. Sales were mainly in Italy. The product wasn’t exportable.

The company’s profile was that of an eternal trend follower. The first line of action was to think up a brand and an exportable product. Introducing IKONA. In the first year, it opened the doors to the Asian markets and generated a 10% increase in turnover.

The second stage was to restyle and expand the company’s core business. Some 80% of Homy products were revisited, shifting consumer perception from low-end to mid-range.

By taking a new approach to retailers, the company created a new buying experience for consumers. With the help of Studio Spessotto, it has been experimenting with new forms of communication, in part as a result of the COVID-19 pandemic. From using live streams to present new collections, to creating short video messages instead of a traditional company newsletter, the company is putting itself out there in new ways.

The company has an exportable range of furniture products. It is competing on large contract projects against well-known Italian brands. With the same level of competitiveness as before, the company’s brand perception is now much higher. The company is finding space in prestigious stores with its new revamped collections, offering an alternative to the big brands, and providing retailers with the opportunity to achieve higher margins.

“Versatile staff. Extremely extensive initial briefing – they wanted to know everything about the company.
On the design front, they were knowledgeable and attentive to market needs and the company’s production dynamics. They created striking pieces that looked great but were also easy to explain to customers and simple to make. As for communication, they managed to capture the attention of an audience of 60 agents for hours, without boring them, talking about more than just the product.

As people, they’re nice, engaging and helpful, with solid values.
We’ll certainly be continuing our adventure together!!!”
Livio Battiston

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