by Updated in-store display offers 3 different footprints showcasing multiple room settings
HIGH POINT — Natuzzi’s Reimagined Gallery program announced last fall is starting to gain traction around the globe, with 113 retailers signing up globally, including 21 in the U.S. and Canada.
This represents about 121 gallery locations in development worldwide, with 29 in the U.S. and Canada, Codrin Coroama, chief wholesale officer, told Home News Now.
In North America, the company has updated 12 of its existing galleries thus far, with another 18 currently in the development process.
Since the program was first announced, the company has made some tweaks, including to the sizes. Initially, for example, they were in 1,200-, 2,000- and 3,200-square-foot sizes, representing small, medium and large. They have since been expanded slightly to 1,300, 2,200 and 3,500 square feet in size.
Coroama said that 2,200 square feet, which features about 10 room settings, has been the most popular size. The cost of this footprint is $48,000, which includes products and display systems that are delivered to the retailer and ready to place on the floor. By comparison, the 1,300-square-foot gallery offers six room settings and is available at $30,000, while the large gallery offers 20 room settings and starts at $82,000.
He added that the company has enhanced the merchandising aspect of the galleries with new products that include its Natuzzi Editions Houston New Generation Zero Gravity collection and the Roma, a sofa with an adjustable armrest and backrests and standard and extra-deep-seating options.
“Both models were introduced at the April High Point Market and received fantastic feedback, thanks to their Italian-inspired design and innovative features,” Coroama said.
Another new offering that can be showcased in the gallery footprint is what he described as the concept of Space Performance, which offers room-set options tailored to the needs of the retailer.
“The classic room set focuses on space efficiency, while the power-pad room set emphasizes versatility, functionality and customization, inspiring consumers’ creative expression,” Coroama said.
He also noted that on July 1, gallery partners will have access to a digital marketing platform that is “designed to amplify their marketing campaigns across digital channels.”
“This platform will be integrated with Natuzzi’s marketing planner and digital content database, providing support to drive local engagement and ultimately boost sales,” he said.
Retailers and their customers can also look at products on the Natuzzi website, where a number of custom configurations, fabrics and leathers are available, allowing them to pick and choose the look and design footprint they want. Upholstered beds also are available in multiple configurations and fabrics, also shown in detail on the website.
