Zahrat Al Khaleej – Pascual Junior Natuzzi reveals a side of his personality … and the secret of the success of the furniture company “Natuzzi”


On his first visit to the UAE, Pasquale Junior Natuzzi, President and Creative Director of the Italian luxury furniture company Natuzzi, visited the Natuzzi showroom in Dubai, where he met the company’s managers and employees and discussed with them the latest developments and innovations. recent in the furniture industry, expressing his admiration for the excellent taste enjoyed by the citizens of the UAE, the inhabitants of the Emirates, and the extent of cultural harmony between the Emirates and Italy, his native country, and their passion for nature , simplicity and hospitality, which are among the most prominent natural elements of innovation and creativity, especially in the furniture industry.

In an exclusive interview for “Zahrat Al Khaleej”, Natuzzi started talking about his education in the company, comparing it to a diamond that turned into a diamond necklace and then to a diamond chain, expressing gratitude for the father of its founder Pasquale. Natuzzi, who taught him the passion for industry, love and respect for the people who brought what is now. Natuzzi’s journey was not easy, as he spent his life in the company shifting from one responsibility to another, tireless because he believed in a merit that can not be given or inherited to anyone, but something that should win it yourself.

Natuzzi said: “I was very ambitious, I started training with the support of a team of experts specialized in different premises of the company and at that time I was supervising the communication and marketing department, until I started looking for more responsibilities. and to prove my value to family and company. After this journey that lasted almost ten years ago, I was appointed CEO of the brand a year ago, and now oversees full deliveries, interior design, store architecture, marketing, communication, marketing, visual commerce, finance, practically everything . ”

And Natuzzi continued: “It is true that I wear a lot of hats, which weighs on my head, but my neck has become stronger and I have always said to my team: Let’s work as a startup, think as a startup, because we are pushing change, we live the transition and change a lot. And that’s what we achieved with (Natuzzi) is in its second generation, but of course we have to try and invest in our skills before we can make profits. “I invest my time even if it requires extra effort, I believe in what I do to the end.”

Speaking about the Corona pandemic and what it has changed in the lifestyle and furniture industry, Natuzzi said: “After the epidemic, what I really see is a return to more authentic values, looking to buy products that last longer, more comfortable, and at the highest level of quality and durability, so that they feel “People are buying it to be eternal and real, like going back to the root, or having your nest to nurture, protect and take care.

In harmony between the peoples of the Mediterranean region, Natuzzi focused on the authentic traditions enjoyed by these peoples, such as: simplicity, hospitality and love of nature, which produce the best creations and innovations such as the cuisine of the Middle East, which is based on natural and simple ingredients; To produce the best flavors and dishes, he says: “This is what we do at Natuzzi. We do not want to take the most luxurious, crazy or difficult things. We want to take advantage of simplicity, nurture it, we reap it. and develop it into something more useful. “

In terms of trends, Natuzzi said: “I think creativity should be well studied before it is introduced. New designs, new functionality and have a solid understanding of running the company and its DNA. In fact, no there are set rules you can follow, but it’s safe if you’re around, and you’re curious to know how the world is changing, evolving into different worlds like the world of fashion and design, cinema, art and photography “I can make a difference and that is what I always strive for.”

Natuzzi believes that “the peoples of the Middle East, including the United Arab Emirates, share our blood bond, this warmth flowing in our veins really makes us the best people in hospitality.” He added, “Sometimes clients ask Natuzzi to design a dining table that is too many meters long, we have to wait for people and we want a large living room. It is true that the houses here are bigger than ours, but the idea of ​​Hospitality and hospitality of people is something we feel and share everywhere.

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Natuzzi also considered that Natuzzi products are of wide interest from the residents of the UAE, saying: “We are known here, most of the population in this area are travelers and this brings us very close to the world and abroad and to appreciated by the people. “

And Natuzzi touched on the new Natuzzi group, called the Circle of Harmony, which brought together a range of creative furniture and decor stylists, emphasizing that there are no limits to Natuzzi in creativity and design, and saying, “I’m not looking for people They just want to do business with Natuzzi, I’m open to finding people who can express their creativity to the maximum, and secondly people who trust me, believe in the potential of Natuzzi, until their passion shows ., becomes real and spreads, The Circle of Harmony is truly where magic happens, and if you will, it’s like a talent garden or an olive grove, where creative designers and I mix the DNA of creations to develop DNA of Natuzzi, and we make the best mix, and that’s what we do, we mix creativity, I like variety and I always try to find the most different, the craziest, because if we choose the same patterns and trends, we end up bored ëm. “So we are looking for someone new, a crazy person, a different person, to experiment together and produce the best.”

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Natuzzi, the Italian manufacturer of luxury furniture, was founded in 1959 by Pasquale Natuzzi. Natuzzi Design Group manufactures and sells a wide range of boards, chairs, furniture and home accessories. The Natuzzi Group is the largest Italian furniture company and the only global player in the sector with seven manufacturing plants, 12 sales offices and more than 1,200 points of sale worldwide. Ethics, social responsibility, innovation, craftsmanship and integrated management of the entire value chain are the strengths that make the Natuzzi Group a leader in the global market.

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