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New CEO takes B&B Italia’s reins and is leading the exhibition in Milan

B&B Italia is going out full force this Milan Design Week and has a new CEO on board. Last December, the furniture group—which includes Italian brands Maxalto and Azucena—appointed Demetrio Apolloni to the top spot, replacing Gilberto Negrini. Four months later, Apolloni is leading the company's exhibition efforts in Milan.

He says of Milan Design Week that the company aims to showcase its entire collection at the event. This focus on all items in the collection is because he believes B&B Italia shouldn't solely revolve around sofas or new products, as the brand's history is extensive. He believes it is crucial to honour the company's legacy.

Photo: B&B Italia

Apolloni is a veteran design executive who has since held key positions at the likes of Knoll, Vitra and Cassina. Having previously worked with B&B, he is no stranger to the company. In the early 2000s, Apolloni helped develop B&B's presence in the U.S. Nearly two decades later, this appointment marks a homecoming.

Apolloni joins B&B at a pivotal moment in the country's history. In 2018, the company was acquired by Design Holding, a private-equity-backed high-design conglomerate that includes Flos, Louis Poulsen and Fendi Casa. Design Holding is an ambitious venture: its self-stated goal is to become 'the LVMH of home'. For that to happen, B&B Italia's family of brands will need to grow—and the company is clearly betting that the U.S. is a good place to do just this.

In an interview with Business of Home, he spoke about the enthusiastic response received from the public concerning the Camaleonda sofa. He says his concern is that consumers may only buy the Camaleonda and overlook the opportunity to explore the full range of B&B Italia offerings. He aims to refocus on selling B&B Italia as a complete solution.

As new CEO he will be helping his team embrace the entirety of the B&B Italia brand. B&B Italia means someone can walk into a store and furnish an entire room, including wardrobes and beds. It's not merely about purchasing a sofa.

He believes the company's DNA lies in collaborating with designers and empowering them with technology, production methods, and quality materials.

Read the interview here:

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