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


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

“We count on to recreate a marriage with the buyer, reorganizing and redefining the manufacturers, leveraging a new electronic platform, and we are reactivating our textile source chain,” said Benillouche, chairman and shareholder of the publicly shown group, during an job interview at the Rescaldina headquarters, a 30-moment drive from Milan. Zucchi has been controlled because 2016 by investment fund Astrance Money SA, which was launched by Benillouche.

Extra from WWD

Astrance also controls the Paris-based Descamps and Jalla, sharing synergies and many platforms with Zucchi.

The group offers mattress and tub linens infant collections residing, kitchen area and home wares, and property decorations from the models Jardin Magic formula, Zucchi and Zucchi Block, Granfoulard, Bassetti, and Santens, as very well as the Tommy Hilfiger license for household textiles exclusively for the Europe, Middle East and Africa area.

The younger entrepreneur has succeeded in turning around Zucchi, which before his arrival was on the brink of individual bankruptcy following a period of time of changes in management and shareholders. He wiped out its debt of 80 million euros and the business is now lucrative, reporting sales of 100 million euros and expectations of development of all-around 30 p.c this calendar year.

“Zucchi required an industrial investor,” explained Benillouche, who was formerly an expense banker at Lazard and Morgan Stanley, between other individuals.

With Astrance, he has been high-quality-tuning the brands and investing in new machinery.

Scenario in level: Shifting from a item-pushed manufacturer to a new life style and buyer-centric technique is now essential for Benillouche. He has launched Bassetti Dwelling Innovation, which gives renovation expert services and interior structure consultancy. A workforce of architects and inside designers chosen by Bassetti Residence Innovation suggest remedies reflecting the wishes and requirements of the shoppers, supplying an onsite supervision and consultancy.



Benillouche has opened much more than 30 committed Bassetti Home Innovation suppliers in major towns or in malls in Italy, which will be followed by units in France later on in the calendar year and in 2023, and then in Germany and Switzerland following year and in 2024. The group has acquired a chain of childrenswear merchants and has been changing them with the intention to attain 40 units in 2022.

Benillouche highlighted the have to have to extend into new item classes and under the Bassetti Household Innovation umbrella, the business has set up partnerships to give Chaarme beds by Pentaform tables with Kronos armchairs and chairs by Busetto, and plates by Bitossi Property. “We want to offer a entire ecosystem,” he stated.


The group, which counts 900 workers, together with its direct retail network and the branches in Germany, Switzerland and Spain, as properly as its directional places of work, has direct management of all the inventive processes from design to creation, of which 50 per cent is created in Italy. The generation heart in Cuggiono is specialized in prints and padded linens these types of as Bassetti’s signature Piumone. Prints are not created digitally, but even now using an artisanal, complex approach with engraved metal cylinders.

Zucchi has 219 models in between immediate retailers, stores-in-store and factory outlets, and 350 corners in department shops, as effectively as wholesale distribution globally with 3,000 details of sale. “We are not frightened to lower our distribution and redefine our partnerships with an upgraded top quality,” stated Benillouche. “Through an in-depth model analysis, we have redefined our manufacturers, our prospects, targets and values.”

Zucchi Bassetti stands for Italian fashion, Descamps and Jalla for French flavor and the Tommy Hilfiger license for the American way of lifestyle, he stated.

The team relies on a heritage that spans 220 a long time, underscored Benillouche, as Descamps was founded in 1802, Bassetti in 1830, Jalla in 1881 and Zucchi in 1920.

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

In 1997, Zucchi gained the Guggenheim Organization and Tradition award with its museum of antique handblocks, the most important present collection with 56,000 pieces from 1785 to 1935. The blocks are in wooden and metal, from English, French and Austrian artisans ranging from Art Nouveau to Art Deco, with designs from the geometric to floral, batik and decorative.

“We’ve experienced much more time to rediscover our houses and there is a have to have to feel extra comfy and in a more inventive ecosystem,” stated Benillouche.







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Angela M. Arriola

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