Natuzzi Italia: new store in Bejing

In the presence of Italy’s highest-ranking representatives in China and some of the most authoritative figures from the worlds of design and lifestyle, Natuzzi Italia inaugurated a new store in Beijing inside Easyhome, the Chinese capital’s leading “furniture mall” and a key destination for high-end furnishings.
Attending the event were the Italian Ambassador to China Massimo Ambrosetti, Deputy Head of Mission Cristina Carenza and President of the China-Italy Chamber of Commerce Gianni Di Giovanni, alongside the Group’s main business partners in the country.

Among the leading figures at the event was Lang Lang, the world-renowned pianist and lifestyle icon in China, who transformed the opening into a cultural event before it was even a commercial one. The face of Natuzzi in China for several months, his presence conveyed, better than any statement could, the direction the brand has taken: a company that has chosen to interpret a lifestyle, as well as furnish spaces.

“The opening of the new Natuzzi store in China, as well as the development of an increasingly strategic international retail network, are the result of a journey built over time” – said Pasquale Junior Natuzzi – “and confirmation of the vision of my father, Pasquale Natuzzi, who has always believed in the ability of Made in Italy to engage with international markets through design, harmony, quality and a culture of design. The new stores and partnerships we are developing give us confidence and strengthen our determination to continue investing in our international expansion”.

The new Beijing store is part of the Group’s international retail development strategy, which in the first half of 2026 saw the opening of 18 new stores worldwide, bringing its retail network to a total of 531 points of sale: 182 Natuzzi Italia stores and 349 Natuzzi Editions and Divani & Divani by Natuzzi stores.

This achievement takes on even greater significance in light of the current dynamics of the Italian furniture industry, which is experiencing a slowdown in international markets, with global exports down 7.5 per cent in the first quarter of 2026, according to Federlegno Arredo data.