RESCALDINA, Italy Joel Benillouche is injecting a dose of new power into the Vincenzo Zucchi team.

“We expect to recreate a romantic relationship with the buyer, reorganizing and redefining the manufacturers, leveraging a new electronic system, and we are reactivating our textile supply chain,” stated Benillouche, chairman and shareholder of the publicly outlined group, in the course of an job interview at the Rescaldina headquarters, a 30-moment drive from Milan. Zucchi has been controlled since 2016 by investment fund Astrance Funds SA, which was established by Benillouche.

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Astrance also controls the Paris-based Descamps and Jalla, sharing synergies and a number of platforms with Zucchi.

The group gives mattress and bathtub linens newborn collections dwelling, kitchen area and residence wares, and house decorations from the brands Jardin Mystery, Zucchi and Zucchi Block, Granfoulard, Bassetti, and Santens, as perfectly as the Tommy Hilfiger license for dwelling textiles completely for the Europe, Center East and Africa region.

The young entrepreneur has succeeded in turning all over Zucchi, which ahead of his arrival was on the brink of individual bankruptcy just after a period of time of changes in management and shareholders. He wiped out its debt of 80 million euros and the organization is now worthwhile, reporting revenue of 100 million euros and expectations of progress of all over 30 p.c this yr.

“Zucchi needed an industrial trader,” said Benillouche, who was previously an investment decision banker at Lazard and Morgan Stanley, amongst some others.

With Astrance, he has been wonderful-tuning the manufacturers and investing in new machinery.

Case in level: Shifting from a products-pushed brand name to a new way of living and purchaser-centric tactic is now key for Benillouche. He has released Bassetti Home Innovation, which gives renovation expert services and inside structure consultancy. A group of architects and interior designers picked by Bassetti Residence Innovation propose alternatives reflecting the wishes and requirements of the clientele, giving an onsite supervision and consultancy.



Benillouche has opened much more than 30 committed Bassetti Home Innovation retailers in primary towns or in malls in Italy, which will be followed by units in France afterwards in the calendar year and in 2023, and then in Germany and Switzerland following year and in 2024. The group has obtained a chain of childrenswear outlets and has been changing them with the intention to achieve 40 units in 2022.

Benillouche highlighted the want to broaden into new solution classes and beneath the Bassetti Dwelling Innovation umbrella, the corporation has set up partnerships to present Chaarme beds by Pentaform tables with Kronos armchairs and chairs by Busetto, and plates by Bitossi Property. “We want to offer a whole environment,” he reported.


The team, which counts 900 workers, which include its direct retail community and the branches in Germany, Switzerland and Spain, as nicely as its directional workplaces, has immediate command of all the imaginative processes from style to generation, of which 50 % is built in Italy. The manufacturing heart in Cuggiono is specialised in prints and padded linens such as Bassetti’s signature Piumone. Prints are not produced digitally, but even now employing an artisanal, technical procedure with engraved metal cylinders.

Zucchi has 219 models among direct retailers, outlets-in-store and factory outlets, and 350 corners in division suppliers, as well as wholesale distribution globally with 3,000 factors of sale. “We are not concerned to reduce our distribution and redefine our partnerships with an upgraded excellent,” said Benillouche. “Through an in-depth manufacturer analysis, we have redefined our brand names, our buyers, targets and values.”

Zucchi Bassetti stands for Italian design and style, Descamps and Jalla for French taste and the Tommy Hilfiger license for the American way of lifetime, he said.

The group depends on a background that spans 220 many years, underscored Benillouche, as Descamps was launched in 1802, Bassetti in 1830, Jalla in 1881 and Zucchi in 1920.

In 1987, Bassetti launched the multiuse Granfoulard, which he claimed “sold the most in the heritage of European textiles.”

In 1997, Zucchi gained the Guggenheim Enterprise and Lifestyle award with its museum of antique handblocks, the most important present assortment with 56,000 items from 1785 to 1935. The blocks are in wooden and metallic, from English, French and Austrian artisans ranging from Art Nouveau to Art Deco, with styles from the geometric to floral, batik and decorative.

“We’ve experienced a lot more time to rediscover our residences and there is a need to have to come to feel much more at ease and in a more resourceful ecosystem,” explained Benillouche.







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