Founded in 2011, the Italian company Diva Divani set out with a clear mission: to create sofas that combine craftsmanship, functionality, and accessible quality. Initially producing leather sofas for the mass market, the company later expanded into fabric upholstery and the independent retail sector. Joining the We Do Holding group strengthened its industrial and commercial structure while preserving a strong design identity. Today, Diva Divani produces around 3,000 sofas per month in-house, offering full supply-chain control, extensive configurability, and flexibility for retail, contract, and international brand clients.
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Vincenzo Fiocca at the Brussels Furniture Fair.
Tailored solutions at industrial Scale
According to Vincenzo Fiocca, Global Commercial Director, "Diva Divani's strength lies in combining industrial-scale production with tailor-made flexibility. Every sofa is designed with ergonomics, comfort, and functionality in mind. We don't just sell products, we offer tailored solutions."
The company provides complete in-house manufacturing, fast delivery times, a broad catalogue of sofas, sofa beds, and armchairs, and a B2B approach that always considers the needs of the end consumer. Rapid prototyping and robust after-sales support allow real design collaboration with clients.
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Strategic presence at the Brussels Furniture Fair
"Brussels is a key platform for our European expansion," Fiocca explains. "Participating allows us to meet new business partners, strengthen existing relationships, and present our latest modular and sustainable collections at one of the industry's most important trade events."
The reception from visitors, buyers, and interior designers was highly positive. Buyers valued the combination of competitive pricing and broad configurability, while designers were drawn to modular systems with dual seating depths and the renewed sofa bed range. "Professional visitors immediately recognized the value of our delivery times and after-sales support," Fiocca adds.
Fiocca highlights the standout collections: "Our multifunctional modular lines received the most attention, along with sofas featuring triple-motor electric recliners and our new sofa bed collection. These products perfectly match current market demands for comfort, functionality, and flexibility."
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Responding to market trends
"The European sofa market is shifting toward modular, multifunctional solutions, sustainable materials, and customizable aesthetics," Fiocca notes. Urbanization drives demand for compact, transformable furniture, while recycled fabrics and long-lasting products gain popularity. Diva Divani responds with eco-friendly materials, advanced modular systems, technological recliners, and investments in digitalization to optimize production and logistics.
Looking ahead
The company plans to expand in Central and Eastern Europe, the Middle East, and Northern Europe, with a focus on highly configurable systems, space-saving solutions, and advanced sofa beds. After the fair, Diva Divani will consolidate commercial contacts, launch new design projects, and industrialize models that drew the most attention, while continuing to invest in digital tools like 3D configurators and ERP integration.
Over the next 3–5 years, Diva Divani aims to become a European benchmark in customizable upholstered furniture for the B2B segment, strengthen its contract sector presence, grow exports, open strategic showrooms, and position itself as a trusted design partner for retailers.
"Our growth is driven by innovation, responsibility, and artisan tradition," the company concludes. "In a competitive sector, expertise, passion, and attention to detail make the difference. Doing things well is at the heart of Diva Divani's identity."
More information:
Diva Divani - We Do Living
[email protected]
www.wedoliving.com
www.divadivani.com
Italy
