Pratesi’s ambitious future development strategy
Pratesi, the Italian home-living brand worldwide renowned for its quality and exclusivity, unveils a detailed five-year plan involving all business functions, meant to start a new Company path aimed at the growth of the brand and its further international expansion.
NEW MANAGEMENT, SHAREHOLDER AND CORPORATE REORGANIZATION
The first step is a new corporate structure and the entry of a new management team to support the family continuity represented by President Federico Pratesi, embodying the fourth generation of a family that has been working passionately since 1906 and brought Italian quality, creativity, elegance and craftsmanship in the international star system and in the most exclusive hotels all over the world.
Simone Bocchio is the new Chief Operations Officer and future CEO of Pratesi Group which encloses all divisions and industrial activities.
Born in Pavia in 1964, he has a degree in Political Science, a Master in Retail Management & CRM at Università Bocconi and significant experience in the industry. Bocchio will be supported by Stefano Donini as Chief Financial Officer and new VP and middle-management positions are expected to be covered by the end of the year.
Simone Bocchio affirms: “I am very proud to bring my experience in Pratesi – an Italian icon with 110 years of successful history. This new industrial plan is the result of the work of a passionate and qualified team, and I am sure that, along with Federico Pratesi and Stefano Donini, we will give new inputs to the brand for the next 100 years”. And continues: “Our new address at Palazzo Serbelloni realizes our desire to relocate in Milan the Company’s “center of gravity”; this exclusive space will be our new commercial hub, reflects the new, contemporary image of Pratesi and combines the operational and managerial spirit with creative and fashion soul”.
INTERNATIONAL EXPANSION AND NEW RETAIL CONCEPT
The new business plan includes significant investments in retail. First of all the enlargement of the geographical coverage of the brand through both opening of new points of sale and new commercial agreements with distributors and department stores. The presence will be developed mainly in China, Hong Kong, Taiwan, Singapore and South-East Asia.
In addition, a new retail concept will be implemented: a contemporary layout, always exclusive but cosy, which focuses on customer experience with lifestyle influence and news collections declined for younger and dynamic clientele as they include more accessories and valued gifts.
A significant role for the growth phase will be also covered by e-commerce, introduced at first in the United States; Pratesi has the ambition to make it an important sales channel even for “luxury linens”- a dynamic and complex sector which requires a tailored approach to meet the different needs and habits of the most demanding global customers.
The new plan will also involve the product range through an articulated line extension. The aim is to expand market penetration, overseeing new niches and attracting new targets by “glocalizing” the collections thanks to tailoring vocation and production flexibility that have always distinguished Pratesi. Moreover these features allowed Pratesi to become a point of reference also in the marine industry – particularly superyachts and megayachts – a sector that has always been committed to quality, service and customization.
The production is 100% Italian, a promise enclosed in the concept “Made in Pratesi”. From its historical production centre in Pistoia, Pratesi brings the Italian style and craftsmanship worldwide making houses unique.
NEW SHOWROOM AND HEADQUARTER IN MILAN
The new Headquarter and Showroom – hosted inside the prestigious Palazzo Serbelloni in Milan (Corso Venezia 18) – is a tangible symbol of this new business course.
This exclusive space combines the operational and managerial soul of the brand with its creative and fashion spirit: 700 square meters divided into 11 enchanted spaces, all different and furnished with new bedroom collections, exclusive sponges and the finest art-de-la-table, 100% “Made in Pratesi”.
Sala del Camino, Bagno degli Specchi, Sala da Pranzo delle Delizie are just some of the rooms of this area decorated with the most iconic pieces of the new F/W16 collection in which Pratesi matches tradition and innovation with a contemporary twist.
Pratesi has always been a synonym of Italian style and timeless elegance; in 110 years the brand imposed itself in Europe, USA and the rest of the world with its aristocratic allure and recognition. In the new collection the iconic embroideries of the brand, such as treccia and tre righe, become once again more relevant than ever thanks to new colours and the use of metal wires (gold, silver and bronze).
By the next autumn-winter season, the Pratesi collection renews and expands itself to include elements such as top of the bed, sponges, pillows and accessories declined in cotton, linen, cashmere and silk.
DE-ROOM: SPECIAL “MADE IN PRATESI” SUITE IN THE HEART OF MILAN
The new Pratesi showroom has also an “hidden” place: DE-ROOM. “DE” is the suffix that distinguishes this very special room and all related experiences: DE-tox and DE-light and where the DE-cor meets DE- sign. DE-ROOM is a shelter out of time and everyday life, the place to be in order to live a special and exclusive sensory experience entirely “Made in Pratesi”.
All the senses are involved: the skin is wrapped by the best Egyptian cotton “Angel Skin” of the sheets, hearing is cradled by the gentle rustle of tissue that induces a natural state of relaxation, the view is captured by the beauty of the iconic embroidery Pratesi, while the sense of smell is delighted by the scent linen and fragrances that envelop the room. A selection of teas also pampers the taste, to create a truly complete experience. An invitation is requested to enter DE-ROOM.