Caracole is a global luxury furniture brand, born from American roots and a disruptive spirit. Originally established as Schnadig in 1952 and rebranded as Caracole in 2009, the name reflects a turning point, a beautiful turn in a new direction. The company is guided by four core pillars: Luxury, Contemporary Design, Sensuality, and Joy. 'Our design philosophy combines emotional resonance with quiet sophistication, elevating everyday living through tactile materials, organic forms, and deeply human experiences.'
© CaracoleLeft to right: Alessandro Fabrini, President Caracole, Douglass Benning, US Consul General Milan and Mark Feng, Chairman & CEO, Markor (parent company).
Globally-minded vision
Caracole is not just another luxury brand. 'We are a beautiful turn in a new direction. Born from American roots with a globally-minded vision, we stand apart by blending architectural clarity with a uniquely sensual material palette. Our furniture isn't designed to impress at first glance, it's made to linger in the mind and on the skin. Every piece encourages interaction: a velvet drawer lining, a whisper-quiet mechanism, or a form that wraps around you like a hug.
'What differentiates Caracole is our commitment to emotional design: crafting spaces that promote calm, connection, and joy. Our pieces are often described as "serene" or "unexpectedly personal," and that's intentional. We design not only for the eye, but for the entire sensory and emotional experience of being at home.'
'In a market filled with noise, we offer quiet luxury: refined, contemporary elegance rooted in authenticity, subtle beauty, and human-centred living.'
© Caracole
First time exhibiting at Salone del Mobile
2025 marked a pivotal moment for Caracole as the brand made its debut at Salone del Mobile in Milan, one of the world's most prestigious design events. When asked why the company chose to exhibit this year, a spokesperson shared, 'Salone del Mobile is a global symbol of design excellence, and 2025 was the perfect moment to introduce our evolution to an international audience.' With a refreshed creative vision and a growing global presence, Milan was seen as the ideal launchpad. As President Alessandro Fabrini explained, 'It's a strategic gateway to connect with discerning audiences who value emotional and sensory living experiences.'
The overall experience at the fair exceeded expectations on every level. The atmosphere was described as "electric," and Caracole's immersive booth drew strong attention from the press, designers, and retail partners alike. The brand's serene and tactile environment stood out as an embodiment of "quiet luxury," leaving a lasting impression. 'The press attendance and industry engagement were a huge win for us,' the team noted, viewing the event as a major brand awareness milestone. Valuable relationships were formed throughout the week, setting the stage for continued growth across Europe and beyond. 'The feedback confirmed that our design philosophy is resonating on a global stage,' the spokesperson added.
Feedback from visitors and industry professionals at the booth was positive and emotionally charged. Many described the space as "calming, sculptural, and uplifting," with particular attention paid to the materiality and form of Caracole's newest collections. 'One common reaction was how our pieces felt like a hug,' said the team, underscoring the sensory and emotional quality of the work. A member of the press even remarked, 'Wow, we didn't know American design could look this good.'
At the heart of Caracole's presentation in Milan were two exclusive collections developed in collaboration with Claudio Bellini Studio. The Fleur collection captivated with its soft, organic curves and enveloping forms that evoke comfort and warmth. In contrast, the Overalp collection showcased architectural lines and bold material contrasts, pairing marble with upholstery to striking effect. Together, the collections embody a duality of strength and softness, which Bellini describes as a "dialogue between masculinity and femininity." Through these designs, Caracole expressed its evolving identity and its commitment to emotional, sensory-centered living.
© Caracole
European market
Caracole's presence at Salone del Mobile marked more than just a debut: it was a statement of intent. Europe, long considered the epicenter of luxury, craftsmanship, and contemporary design, represents a natural and meaningful step forward for the brand. 'Europe has always set the standard in luxury, craftsmanship, and contemporary design,' a Caracole representative explained. 'It's a region that values thoughtful living, emotional storytelling, and aesthetic integrity. For Caracole, entering Europe is not just about commercial success: it's about aligning with a design culture that resonates with our mission: to bring joy, serenity, and beauty into people's everyday living spaces.'
That mission is gaining momentum. While Milan served as a powerful starting point, Caracole is already looking ahead. 'Yes, Milan is only the beginning,' the team shared. 'We are actively expanding partnerships across Europe, and collaborations like the one with Claudio Bellini Studio are part of our broader strategy to infuse Caracole with global creativity. We welcome new alliances that share our passion for emotionally intelligent design.'
Caracole's creative direction is deeply attuned to current trends in the furniture and interiors industry. In a world still shaped by the aftermath of the pandemic, people are reimagining their homes as places of refuge and emotional connection. 'We're seeing a clear shift toward sensory spaces, quiet luxury, and intentional living,' the brand noted. 'There is growing appreciation for materials that speak to the soul: textures, finishes, and forms that elicit feeling over flash. Emotional design is the new luxury.'
© Caracole
Multi-dimensional growth strategy
Looking toward the future, Caracole is pursuing a multi-dimensional growth strategy, rooted in storytelling, digital innovation, and sensory engagement. 'We're expanding globally, investing in digital innovation, and continuing to nurture designer collaborations,' the team explained. A new flagship website is on the horizon, offering immersive tools and personalized experiences for trade professionals. Meanwhile, the product roadmap continues to explore refined contemporary aesthetics through the lens of emotional impact.
As the brand reflects on its Milan debut and looks forward to what's next, one message remains at the heart of it all: 'At Caracole, we believe luxury should be felt as much as seen,' they concluded. 'Our vision is to create meaningful beauty, where form and feeling are inseparable. Milan was a pivotal moment in our journey, and we're just getting started. We're grateful to all who visited us and invite the world to experience Caracole as we continue designing Joy.'
More information:
Caracole
info@caracole.com
www.caracole.com