Hospitality Driving Luxury Furniture Business 2025

MILAN — Over the last two years, luxury furniture maker B&B Italia has been at the forefront of the rising demand for tailor-made projects for luxury residences, retail and hotels. Among its most recent projects are The Whiteley in London, South Banks Turks and Caicos, Mandarin Oriental Beverly Hills, Casa Bella Residences by B&B Italia Miami and One Bangkok. It also participated in a landmark U.S. renovation: the Waldorf Astoria Residences New York on Park Avenue, for exclusive turnkey furniture packages within the city.

“The brands of the B&B Italia Group [which include upscale furniture brand Maxalto and kitchens brand Arclinea] are characterized by a strong complementarity, and we will continue to exhibit our brands’ collections together.…This works particularly well in the contract business, where many of the projects are realized with custom-made products from B&B Italia and Maxalto, along with Arclinea kitchens,” B&B Italia Group chief executive officer Demetrio Apolloni told WWD.

The furniture business veteran joined parent company Flos B&B Italia Group last year, after holding leadership positions at Swiss company Vitra, U.S. firm Knoll and Italy’s Kartell, as well as senior executive roles at B&B Italia from 1993 to 2006, including CEO of B&B Italia U.S.

Worldwide, the hospitality business is booming. In August, a study by PwC said demand for extended stay facilities is surging. “Insiders expect this trend to persist, and not only in the U.S. Some estimate the global extended-stay market at $300 billion,” it said. This year alone, annual occupancy for U.S. hotels is expected to rise to 63.6 percent.

B&B Italia Group is part of Flos B&B Italia Group, formerly known as Design Holding. The conglomerate also comprises Flos, Louis Poulsen, Lumens, Arclinea, Maxalto, Azucena and Audo Copenhagen and produces Fendi Casa through a joint venture with the Roman fashion house. B&B Italia Group alone closed 2023 with a turnover of 267 million euros.

“We expect to maintain stable revenues for 2024. After the exceptional two-year post-COVID period, in which the high-end design market underwent truly exceptional growth, the sector has naturally normalized,” Apolloni added, noting that the company has a presence in more than 80 countries with 11 flagships, 70 single-brand stores and 900 specialized units, with exports generating 80 percent of its total revenues. With hospitality pinpointed as a significant source of growth, the group has strategically appointed new hires in Hong Kong to penetrate the Asian market, the U.S. and two hires in mainland China, its top markets outside of Europe.

While store openings have been slated for South Korea, Japan and Australia, Apolloni said the U.S. —where there are stores in Chicago, Dallas, Miami, San Francisco, Los Angeles, Boston and New York — is a market where they have introduced a new retail model in which Maxalto and Arclinea interact together under one roof. The new Boston location, in the Back Bay district, is a prime example of one of its directly operated stores that is emblematic of this new model. In Miami the group recently enlarged its B&B Italia Design Studio.

“The United States remains one of our focus markets and orders remain stable, even for our contract sector dedicated to custom projects for public and private residential properties. American customers are curious, dynamic and interested in our products, which combine functionality, quality and above all, distinctiveness,” he said, noting the group recently unfurled a digital campaign featuring its best and longest-selling products such as the Charles and Camaleonda sofas, accompanied by the words “Buy the Original.” The aim is to strengthen its brand identity and underline the importance of the fight against counterfeiting.

In terms of luxury retail, B&B Italia Group has worked with Rolex, Gucci, Rolls-Royce and Bulgari, and for hospitality the Bulgari hotels in Tokyo and Rome.

Looking ahead, the group is gearing up to fete Maxalto in 2025, which has for 30 years been under the artistic direction of famed architect Antonio Citterio. In 2026, it will celebrate the 60th birthday of B&B Italia and the 100th birthday of its founder Piero Ambrogio Busnelli.

For Design Miami, which kicks off Wednesday, B&B Italia will showcase its new The Collection concept, which will be exposed in the windows of its flagship and highlights its heritage designs as well as its flair for new, design-forward ones.

On Wednesday, B&B Italia will host two by-invitation events at its Miami Design District showroom, showcasing its commitment to bridging art and design: “Living with Art and Design” a morning talk and later an evening cocktail.

Additionally, B&B Italia will unveil its design for the exclusive Collectors Lounge. Guests to the lounge can view the designs of the Tufty-Time and Ray sofas, the Up5_6 from the Serie Up 2000, the Allure O’ tables and accessories — all illuminated with Flos lighting.

B&B Italia pieces will also be featured at the Kohler x Remedy Place Beach Club at The Edition Hotel in Miami Beach, with a focus on the company’s outdoor furniture selections, chosen to complement the vibrant Miami beach environment.