The long wave of interest in outdoor furnishings within the markets for residential and contract furnishings continues. While for many, though apparently not all the players involve, the year 2020 was an annus horribilis, it nevertheless allowed companies to hone new strategies while reinforcing commercial networks.
With two important new openings, Ethimo confirms a trend that was already showing vivid signs of life last year. As the CEO Gian Paolo Migliaccio explains, “the positive results reported at the end of 2020, which were surprising given the very uncertain situation we were faced with in June, foreshadowed a very dynamic start for 2021, in which the contract market has rebounded (perhaps even too rapidly), and the residential market has played a central role, with high levels of demand.”
Design Post is one of the most interesting hubs in Northern Europe. “The German market is important for Ethimo, and we have seen growth of almost 35%. Our products are sought-after, and we had the need to create a reference point, also to engage with the trade and contract projects in relation to events like IMM Cologne and Orgatec,” Migliaccio emphasizes.
Zona Durini in Milan welcomes the second Ethimo flagship store, a showroom on 5 levels that makes it possible to display many collections, each in a setting with its own specific mood. The many dynamic tableaux provide an overview of the identity of the brand, with its ecological approach that is also reflected in the display of the products, starting with what Gian Paolo Migliaccio defined as an important wager two years ago: Rafael designed by Paola Navone, a collection that steps away from traditional outdoor furnishings, avoiding the usual clichés and proposing sculpted wooden forms associated with a refined selection of fabrics, in a fascinating, surprising atmosphere. The wager has been a winner, bringing energy to this finale of the 2021 championship, where Ethimo already has two new trophies to celebrate.
