MILAN — Droulers, an architectural design firm founded by sisters Virginie and Nathalie Droulers, is ready to take a slice out of the e-commerce business.
The company, whose residential work spans from London to New York and even the nautical world, has launched its own business-to-consumer e-commerce design shop. The platform is dedicated to the new Droulers Collezione of furniture, objects, lighting, and handmade wallpaper.
“The idea behind this project is to create a collection of objects that brings together things we find both inspiring and practical, as if it were a personal collection you might find in one of our homes,” said Virginie Droulers.
A New Division
As a result of the new business, the sisters created a division within their studio dealing with product design, dedicated to the Droulers Collezione.
An uptick in direct message requests by clients — namely from the U.S. — sparked the idea to branch out into their own e-commerce.
“We use Instagram to understand which audiences are majorly interested in our collection. We don’t have a single defined style but rather like to create a curated mix of unique pieces, and this resonated particularly strong with an American audience, perhaps because of their appreciation for variety, Italian craftsmanship and precious materials,” Nathalie Droulers said, adding that so far the U.K. and France are among their top single markets.
The Mathew pouf by Droulers.
Global demand for their bespoke designs intensified after Milan Design Week 2025 when they debuted their Droulers Collezione of eight types of furniture and accessories made from unusual materials. The Nat chair, for example, is made in brass variations, luxurious textiles and napa leather, while the Damier rug is made from unexpected materials like agave, copper or silver threads and wool.
Smaller accessories like handmade sconces demonstrate the duo’s flair for ornamental detail and ultra-refined taste. In terms of online sales, smaller objects received particular enthusiasm, perhaps because they make ideal gifts without a huge investment. “Even without investing in a new table, one can enjoy a candle holder with brass settings and resin stones in a variety of colors. In interiors, objects are not merely details, they are expressions of style and individuality,” Nathalie Droulers said.
“The very positive feedback to our presentation took us by surprise. We encountered a level of enthusiasm and energy that could only be described as effervescent. This encouraged us to continue our journey, shifting our focus from a physical space to a showcase open to everyone, hence the idea for our new website dedicated to the Droulers Collezione,” Virginie Droulers said. The online collection includes their Bamboo Conversation table, for which prices are available upon request. “It’s a large ottoman with a double function, it helps to bring people together even in generously sized living rooms, rather than dispersing them, ensuring there is always someone across from you to engage in conversation,” Nathalie Droulers said.
Design Firms Tap Into Online Potential
Droulers Architecture is the latest private firm to join a wave of architects and designers on a mission to capitalize on their own business potential worldwide and showcase products made on their own accord.
In February, Venetian designer Luca Nichetto and his design studio Nichetto unveiled a platform called Nichecraft, which includes an e-commerce shop he describes as a “container of creativity” that allows him to do whatever he and his team so desire.
In 2023, Basel, Switzerland-based Herzog & de Meuron launched their e-commerce shop called H&dM offering objects of furniture, lighting, accessories and books. French interior and architecture firm Gilles & Boissier also has their own shop.
A salon designed by Droulers.
Droulers Architecture pieces are the same sort of items they look to furnish their own interior design projects. Most recently they worked on the Miralago Luxury Apartments, situated in the lakeside town of Cernobbio, will follow in June. The residential property consists of eight luxury apartments.
What perhaps will distinguish Droulers is their network of artisans in and beyond their hub, in Milan’s Tortona area on Via Forcella.
“Our artisans come from all over Italy. It is important for us to oversee every stage of the production, which is why proximity matters. Ours is an ongoing dialogue: we bring ideas, and together we shape them into objects. It is a constant, enriching exchange, one from which we learn something new each day. They are, truly, extraordinary people,” Virginie Droulers said.
