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Interview with Federica Toscanini, Marketing & Sales Director at Toscanini

'Toscanini has more than tripled its turnover in the five-star hotel industry and increased its interior design turnover by 50%'

For over a century, the Italian brand Toscanini has been dedicated to researching and developing hangers and solutions for displaying garments and accessories. 'Our work spans diverse sectors, including fashion, interior design, hospitality, and private clients. We transform premium materials such as wood and Plexiglas into meticulously handcrafted objects of exceptional design,' explains Federica Toscanini, Marketing & Sales Director of the company. We interview Frederica to know more about the brand and their recent participation in Salone del Mobile in Milan.

Could you tell us about the history of the brand?
'Our early success can be attributed to the ingenuity and entrepreneurial spirit of Ettore Toscanini, who in the 1950s, modernised the Company to serve new markets, starting with Italian department stores and then across the Atlantic to American department stores. The 1990s saw the fourth generation of the Toscanini family join the Company, leading to significant expansion into the international fashion market and the beginning of partnerships with prestigious Maisons, for whom we created custom garment racks and accessories using innovative solutions and materials.

All our products are manufactured at our headquarters in Isolella di Borgosesia, Piedmont, in northern Italy. We celebrated our centenary in 2020, and in recent years, we have continued to grow by entering new markets and participating in international trade fairs.'

In what markets is the brand active, and how are the market conditions right now?
'Toscanini primarily serves two distinct clienteles: fashion houses and interior decorators, both residential and contract projects, within the high and ultra-luxury sectors. Renowned for its unwavering commitment to innovation, Toscanini is prominent in both markets. The impeccable design and unparalleled quality of its products have garnered acclaim from the most important players in its markets, such as Armani, Loro Piana, Loewe, McQueen, Paul Smith, Valentino, and Moncler.

Over the past three years, Toscanini has more than tripled its turnover in the five-star hotel industry and increased its interior design turnover by 50%. This success is driven by their "Made in Italy" manufacturing, ongoing research and development, and a strong emphasis on personalising, all catering to a demand for exclusivity and uniqueness.'

Two other important aspects of the company are the dedication to art and culture, and to sustainability. Can you tell us more about this?
'Toscanini is also art and culture. "Toscanini for Arts" demonstrates our commitment to promoting cultural activities and supporting educational initiatives. As a company, we partner with schools in the area, organising events, also on-site, to familiarise young people with the working world and with universities and institutes such as IED Turin and IED Milan.

"Toscanini for Nature" describes another important aspect of our company. Toscanini's idea of beauty has embraced sustainability since the early 1970s, when environmental conservation was not yet an issue. Thanks to our own hydroelectric power plants and the recycling of production waste, we produce up to 20 times more electricity than we need. Our footprint remains light during manufacturing; we use water-based paints and high-quality, FSC-certified raw materials.'

You were recently at Salone del Mobile in Milan. What did you think of the fair?
'The Salone del Mobile is unquestionably the trade fair of choice for all architectural firms seeking luxury furniture and furnishings.

Hangers, our core business, are an essential complement to any wardrobe for a clientele that not only cares about function and performance in terms of fit but also elegance, exclusivity and customisation.

It was a significant moment for meeting and presenting all our new products like the Lawrence suitcase stand and the Oliver stander, which is increasingly in demand in the residential world, and Angie Wall, designed by Giulio Iacchetti, a wall-mounted garment hanger featured in the ADI Design Index.'

What products were on show at the fair?
'For this first presentation at the Salone del Mobile, Toscanini presented a series of accessories to dress up and give personality to walk-in closets. We have come up with 4 macro themes/worlds/suggestions:

- "Kits& pets" with hangers and boxes in denim canvas, red and white stripes, and matching hooks.

- "Reve de soie", a mix of Plexiglas products with melon and apricot silk highlights; the boxes and garment bags made of the same materials and colours for a coordinated look.

- A textured and contemporary wardrobe blending elegant finishes from our iconic SuMisura collection available in both Wenge finish and praline leather.

- A timeless classic wardrobe featuring our best-selling stone grey finish, reminiscent of the elegance of travertine, and our exclusive fabric-covered hangers with a retro-looking floral texture, also used for the boxes and garment bags.

Visitors loved the colour, which is usually not considered a decorative and personalising element in the wardrobe.'

What's in store for Toscanini now?
'Our main trade shows are Salone del Mobile in Milan and Maison et Object in Paris, where we have been exhibiting for many years.

We are planning a series of "The Golden Rules for the Perfect Wardrobe" events at our showrooms and retailers. These have been very popular as important training and updating events for architects.'

More information:
via Catlinetti 17, 13011 Isolella Sesia
Borgosesia (VC), Italy
+39 0163.22473
[email protected]