The Global Furnishing Playbook

When markets become more cautious, furniture brands face a difficult trade-off: reducing risk can protect the business, but it can also make products, collections and communication increasingly similar.

In The Global Furnishing Playbook, Antonio Brusca talks with Roberto Archetti, CEO of District Eight Europe and former Brand Director at Poltrona Frau, about what it takes to build and preserve a distinctive premium furniture brand across markets.

The conversation moves from product and brand identity to a customer journey where discovery increasingly starts online while evaluation and purchase remain strongly physical. It explores the role of showrooms and dealers, how digital touchpoints can help brands understand demand, and why entering Europe with an Asian premium brand presents very different challenges from taking an established European name abroad.

Drawing on decades of experience in design, contract, product strategy, and international business, Roberto also reflects on the designers who shaped his career and a lesson he learned from Franco Moschini that goes beyond furniture: strong brands need people, partners, and teams capable of moving in the same direction.

Language: Italian
Duration: 49 mts