‘Currently we are investing in the company and exploring new markets. Every year we try to grow and venture into new countries. That’s not so easy, but we are succeeding’, says Pasquale Cannito, export sales manager at Italian sofa bed manufacturer Dienne. Initially rooted in the Italian and French markets, the company has expanded since they first started going to the trade show in Milan in 2016. Pasquale shares insights into the company's history, challenges in the market and the trajectory of innovation within the furniture industry.
Pasquale Cannito
The challenges of expanding in new markets
Breaking into new markets poses difficulties. 'It’s important for us to explain the reason why our products are different and why they’re more expensive compared to other products.’ Pasquale explains it’s important to highlight the stylistic differences and quality of the products to emphasise what sets them apart. ‘We create sofa beds suitable for living rooms, not just basements or secondary rooms. This is the main difficulty: explaining to the customers why they should choose our products over other sofa beds on the market.’
Starting Dienne
The company was founded by Cecilia Nicoletti and Filippo Direnzo, who started the business together at the ages of 22 and 20. For a year and a half they were the only ones working in the company, producing their sofa bed. As the company gained traction, it expanded, adding employees over the years. With about ten relatives among the now 65 employees, it’s a closely-knit family business. Both founders remain actively involved; Cecilia manages administrative tasks while Filippo spearheads new product development. ‘They’re always present. Whenever we have something important we need to discuss, we contact them’, Pasquale says.
Brussels Furniture Fair
Dienne received positive feedback from the fair in Brussels in 2023, but Pasquale explains: ‘The market is not the best at the moment. Customers are complaining, because they don’t have a lot of visitors in the stores. The market is still suffering a little bit. I hope in January we’re starting a better year. It’s harder than in the past, but it was still a good fair.’
Petra by Dienne
One of their new models, Petra, was even nominated for the Brussels Balthazar Awards in the “love at first sight”-category. The convertible pouf bed features a mechanism with mattress, storage and a floating backrest. ‘I always describe Petra as a work of art. We’re famous for our stones here in Altamura in Italy, so we recreated the shapes of those stones in the sofa bed. We've taken something that appears far from a traditional sofa bed and integrated a mechanism and mattress.’
It's quite challenging to achieve both a stylish sofa and a comfortable bed in one. ‘Our customers want a great sofa, with a comfortable bed for guests to stay over. We try to combine style with functionality. Customers seem to be happy with our products. Every year we try to surprise them.’
Pasquale's favourite model, however, is not Petra: ‘I like the new model we created, Bob. It’s a convertible sofa bed with sliding backrests, offering two different backrest heights and two different seat depths. ‘It’s very comfortable and has a 2.10m mattress’, he says.
Bob by Dienne
Plans for 2024
Regarding future endeavours, Dienne is already working on their lineup for the next Salone del Mobile in Milan. Every year they show their new products at the fair in Milan. Dienne also participates in the Brussels Furniture Fair, High Point Market in the US, and the M.O.W. in Germany. ‘Not all our customers can attend the Milan fair in April, so we showcase our products at local fairs too. Our aim is to present four to five innovative products in Milan and surprise our customers.’ Pasquale emphasises the importance of innovation and continuous progress: ‘We’re always working on something. If you don’t, you cannot survive in this market.’
As for the novelties this year, he says: ‘It’s still too early to tell what is going to be there. But the only thing I can say is that we are working on another version of the Petra. The rest I have to keep a secret…’
More information:
Dienne
Via del Tabacco, 56
70022 Altamura (Ba)
Italia
info@diennesalotti.it
www.diennesalotti.it