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Offer the best MADE IN ITALY in Milan

You can serve the world from Milan without necessarily having to open stores in China, the United Arab Emirates or the United States. Interni has done it: a company with an income assessed to 37 million generated through seven monobrand showrooms, five multi-brand stores and three logistics centers. Its business model? Make available to worldwide customers the best of Italian furniture production.

“The opening of international markets has allowed us to face the challenge by focusing on the service, our piece of resistance”, said Stefano Cazzaniga the export manager of Interni Arredamenti, during the fourth Pambianco Design Summit – Interni Magazine. “And we won by raising the level more and more. Today, customers rely on us looking for a general contractor, a full-service partner”. And customers arrive by word of mouth, an instrument that is still very strong even in the age of digital communication. “Word of mouth creates confidence, especially with regard to international customers who therefore must anticipate part of the payments”. Cazzaniga highlights the customization of the products among the key elements in consolidating the trust. “The house is a personal asset that reflects our tastes and our habits. And there are many ways to use the same products but with different parameters, thus managing to meet the specific needs of our customers”.

Shopping experience

The choice to open monobrand stores, the latest of which with Arclinea is linked to the need to present the company-partners or a specific category of product in a more effective manner. “Our greatest fortune is that we can offer a complete package of solutions”. 67% of Interni’s turnover depends on foreign countries, but foreign customers must contact their Italian stores to buy from Interni. “They want to live the made in Italy experience. And we offer them a shopping experience based on the choice of all the necessary including materials. The clients together with their architects are brought in the quarry to choose the marble for the flooring. This is our concept of complete service. We have called it Interni design experience“.

Everything related to the contract has been added over time to this business. On what concerns Interni, we are talking about orders linked to private clientele. “The villas we follow require two to three years of work. In addition to providing the best of Italian furniture, more and more customers expect us to offer them a ‘turnkey’ service delivering a finished and complete villa”.

Interni has managed to operate worldwide thanks to its own abilities, but also thanks to the fortune of being located in Milan, a city that has become a global reference point for the art of living. Milan is the city of Salone del Mobile.

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