Natuzzi Italia Opens New Flagship Store in Beijing

At the heart of the event was a talk dedicated to the community of architects and designers, bringing together some of the most influential voices in the industry. Among the speakers were Pasquale Junior Natuzzi, Chief Commercial Officer of Natuzzi, world-renowned pianist Lang Lang, Natuzz's brand ambassador in China, and prominent Chinese designers-creating a meaningful dialogue between culture, creativity, and innovation.

A particularly moving moment came with Lang Lang's speech, in which he shared how the concept of harmony-central to both his music and his life—resonates deeply with Natuzzi's philosophy. It is this shared vision that brought him closer to the brand, united by the ambition to create spaces that foster harmony between people, design, and nature, transforming the home into a place where emotions can truly be experienced. A message that naturally reflects the identity and values of Natuzzi.

In his remarks, Pasquale Junior Natuzzi emphasized how what is taking shape in China today represents far more than a commercial expansion plan. It is the realization of Pasquale Natuzzi's vision: to bring a lifestyle rooted in harmony, beauty, craftsmanship, and authentic Made in Italy to the world. Seeing this vision come to life through new store openings, increasingly strong partnerships, and growing interest from the Chinese market marks a moment of great significance.

The opening ceremony also provided an important opportunity for institutional dialogue, with the is of the Italian Ambassador to China, Massimo Ambrosetti, Deputy Head of Mission Cristina Carenza, and President of the Italian Chamber of Commerce in China, Gianni Di Giovanni. Their participation underscores Natuzzi's role as an ambassador of Italian excellence worldwide. The event was also attended by 16 of the country's leading dealers, alongside local partners and stakeholders.

The inauguration drew significant attendance and extensive media coverage, with leading publications such as Interni, Eastant, and CCTV in attendance.

Activities will continue with dedicated initiatives to expand the Trade & Contract division, alongside a Sales Meeting focused on sharing commercial strategies, future objectives, and new growth opportunities for Natuzzi Italia in the Chinese market.

In a context of renewed confidence in Beijing's market—where, since the beginning of 2026, three Natuzzi Italia stores and eleven Natuzzi Editions stores have opened —the new store represents a further step in the brand's development within one of the world's most strategic markets, reaffirming the Group's commitment to investing in the global diffusion of high-end Italian design and its vision of harmony and lifestyle.