Presentazione realizzata da Giacomo Ventolone Managing Director di F5 Associati per l'Architect Meeting di Fasano.

1. Giacomo Ventolone – Managing Director, F5 Associa7 – gventolone@f5associa7.com

2. Giacomo Ventolone, Introduc7on
48, Graduated in Social Sciences
Bachelor in Journalism
Execu7ve Master in Business Administra7on at Bocconi University - Milan
Specializa7on courses in Strategic Marke7ng at UCLA University of California and Harvard
Business School - Boston.
Several years of experience with Italian furniture and design companies. Good knowledge
of American and European Markets.
Marke7ng Director at Natuzzi Group and USA resident brand manager North America.
Supported the Natuzzi Company in opening branded Stores in North America.
Currently based in Apulia. In charge of Strategic Marke7ng at the Regional Furniture
District and involved with small-medium Companies business development through F5
Associa7, a Consul7ng Company based in Bari.

3. Italian and Apulian Region
Furniture Industry Overview
Introduc7on and key strengths

4. Welcome to Italy

5. Apulia is one of the most renown and visited Italian Region.
Celebrated for its beauty and cultural tradi=ons, it is a great place for doing business and
find the best expression of Made-in-Italy

6. The domes7c market is slow but Italian Companies are inves2ng on innova2on.
Italian Exports show posi7ve trend!
There is an increasing demand for Italian products:
Made in Italy Exports in 2014 up 4% compared to 2013
Apulia represented in 2014 a share of 6,2% on Italy’s Furniture Export
Italian Market Trends – Furniture Industry
Source: Federlegno

8. A
According to EY Survey, the Italian market share of furniture & design is growing

11. Italy’s Top Industry Players - 2013

12. Home Furniture is one of the most dynamic Industry for the Apulian
economy.
Key Facts - Apulia Furniture Industry (2013):
3.568 Companies
20.069 Employees
€356,8 (Million) Export
Product Categories include:
Kitchens
Tables and Chairs
Upholstery
Ligh7ng
Home accessories
Stone and Marble furnishing
Source: Apulia Region

13. A significant part of Apulian Furniture
Companies are located between Bari,
Taranto and Lecce districts (North and
Murgia Barese)
The Apulia Furniture District was born at the beginning of Eigh7es with strong focus on
the American Market. Categories include: upholstery, kitchens, tables, chairs, ligh7ng,
baths furnishings and home accessories.
ICE, AICAI and Confar7gianato Puglia, which promote this Project are suppor7ng the
industry to create network of Companies (alliance) and increase Apulian companies’
compe77veness by crea7ng cri7cal mass and leveraging on design, quality, logis=c
efficiencies.

14. Tradi7on and Innova7on
Most of Apulian funriture Companies started their business from1950 reconnec7ng
to their territories ar7san tradi7ons very much rooted in Apulia.
Star7ng from the ‘80 some pioneer Companies entered foreign markets focusing on
Middle East and United States. Their success was immediate.
Deep knowledge of market expecta7ons, quality, efficiencies, design, innova7on,
customer service and reliability: these values are s7ll part of Companies’
compe77ve edge.
The majority of our Companies are very used with foreign markets. US players are
the most demanding clients, for sure.
Our Companies consider investments on product and process innova7on,
marke7ng, logis7cs key to keep compe77ve today.

15. The most competitive companies are those very focused
Client brief Design Development
Costing
Prototyping
THE VALUE CHAIN
Production
Quality
Logistics
1 2
4
3
5
6
7

16. Our Traditional Strenghts: Style, craftsmanship and care for details

17. Our Future: Innovation: design, new materials, product/brand experience and
reliable customer service/delivery

18. Innova7on and future challenges
The Apulian furniture Companies are keeping their strategic compe77ve advantages by
focusing on “made-in-Italy” heritage, cramsmanship and great value
Future opportuni7es will come from delivering dis7nc7ve Home furniture concepts, working
with best and talented designers, developing co-marke7ng tools to exploit brand values and
create memorable brand experiences for consumers both in the analogical and digital world.
The Global market scenario is not easy to manage and requires strategic alliances to compete.

19. Ostuni Ostuni beach Gravina in Puglia
Companies involved with this project come from here

20. Thanks for joining us!
Giacomo Ventolone – Managing Director, F5 Associa7 – gventolone@f5associa7.com