Zucchi Group Extending Product Offer, Launching Bassetti Home Innovation Interior Design Consultancy

Kennith Bogan

RESCALDINA, Italy Joel Benillouche is injecting a dose of new power into the Vincenzo Zucchi group.

“We expect to recreate a marriage with the consumer, reorganizing and redefining the models, leveraging a new digital platform, and we are reactivating our textile offer chain,” explained Benillouche, chairman and shareholder of the publicly listed team, through an job interview at the Rescaldina headquarters, a 30-minute push from Milan. Zucchi has been managed considering that 2016 by expense fund Astrance Money SA, which was started by Benillouche.

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Astrance also controls the Paris-centered Descamps and Jalla, sharing synergies and quite a few platforms with Zucchi.

The group features mattress and tub linens infant collections living, kitchen and dwelling wares, and household decorations from the brand names Jardin Magic formula, Zucchi and Zucchi Block, Granfoulard, Bassetti, and Santens, as nicely as the Tommy Hilfiger license for dwelling textiles completely for the Europe, Center East and Africa region.

The young entrepreneur has succeeded in turning around Zucchi, which right before his arrival was on the brink of bankruptcy immediately after a period of improvements in administration and shareholders. He wiped out its credit card debt of 80 million euros and the corporation is now successful, reporting gross sales of 100 million euros and anticipations of growth of around 30 per cent this calendar year.

“Zucchi wanted an industrial trader,” explained Benillouche, who was formerly an investment banker at Lazard and Morgan Stanley, amongst other people.

With Astrance, he has been fine-tuning the brand names and investing in new equipment.

Situation in point: Shifting from a products-driven manufacturer to a new way of living and client-centric strategy is now essential for Benillouche. He has introduced Bassetti Property Innovation, which presents renovation solutions and inside structure consultancy. A workforce of architects and inside designers picked by Bassetti House Innovation propose options reflecting the needs and desires of the clientele, giving an onsite supervision and consultancy.



Benillouche has opened much more than 30 devoted Bassetti Residence Innovation shops in key metropolitan areas or in malls in Italy, which will be adopted by models in France later in the calendar year and in 2023, and then in Germany and Switzerland following yr and in 2024. The team has acquired a chain of childrenswear outlets and has been converting them with the objective to achieve 40 units in 2022.

Benillouche highlighted the want to extend into new item classes and less than the Bassetti Property Innovation umbrella, the corporation has established up partnerships to offer you Chaarme beds by Pentaform tables with Kronos armchairs and chairs by Busetto, and plates by Bitossi House. “We want to offer a full environment,” he stated.


The team, which counts 900 staff, which includes its direct retail network and the branches in Germany, Switzerland and Spain, as well as its directional workplaces, has immediate handle of all the artistic processes from design and style to creation, of which 50 percent is built in Italy. The creation centre in Cuggiono is specialised in prints and padded linens such as Bassetti’s signature Piumone. Prints are not designed digitally, but still employing an artisanal, complex system with engraved metal cylinders.

Zucchi has 219 models concerning direct suppliers, stores-in-store and manufacturing unit stores, and 350 corners in department retailers, as properly as wholesale distribution globally with 3,000 points of sale. “We are not fearful to cut our distribution and redefine our partnerships with an upgraded top quality,” reported Benillouche. “Through an in-depth brand assessment, we have redefined our makes, our buyers, targets and values.”

Zucchi Bassetti stands for Italian type, Descamps and Jalla for French taste and the Tommy Hilfiger license for the American way of existence, he stated.

The group depends on a heritage that spans 220 many years, underscored Benillouche, as Descamps was launched in 1802, Bassetti in 1830, Jalla in 1881 and Zucchi in 1920.

In 1987, Bassetti launched the multiuse Granfoulard, which he claimed “sold the most in the heritage of European textiles.”

In 1997, Zucchi won the Guggenheim Business and Culture award with its museum of antique handblocks, the largest present assortment with 56,000 parts from 1785 to 1935. The blocks are in wood and metallic, from English, French and Austrian artisans ranging from Artwork Nouveau to Art Deco, with designs from the geometric to floral, batik and ornamental.

“We’ve had more time to rediscover our properties and there is a will need to experience extra relaxed and in a far more innovative atmosphere,” said Benillouche.






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