How Kartell conquered the Chinese market: A case study not to be missed

Kartell is one of the first names that come to mind when we think of Made in Italy. With over 70 years of history, the company has always represented the innovation and bold spirit of our country, thanks to its ability to use color boldly and merge materials like plastic with other elements.

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Kartell’s story: Revolutionary Design and Masters of Innovation

In 1949, right in the heart of Milan, Anna Castelli Ferrieri and Giulio Castelli created a company that would revolutionize the world of design. extraordinary creativity and the ability to use plastic in innovative ways. Their constant search for technologies at the cutting edge and pioneering manufacturing processes led to the creation of iconic products that marked the history of design, conquering consumer hearts all over the world.

And it's not over here. collaboration From Achille Castiglioni to Philippe Starck, from Vico Magistretti to Patricia Urquiola, every creative mind that worked with this company has helped create unique pieces that still define the concept of design.

Thanks to these collaborations, products that will remain forever in the history of design.

Kartell’s international expansion: a success story Made in Italy

A true pioneer in the global Italian design scene, Kartell has launched his gaze beyond national borders since the 1950sKartell quickly established himself as one of the most prestigious and admired brands in the world, contributing to the promotion of Made in Italy in every corner of the planet.

Kartell's expansion strategy was targeted and gradual: from opening showrooms and sales outlets in major global cities, such as Paris, New York, London and Tokyo, the brand has conquered the heart of an increasingly vast international audience.

Today, Kartell is present in over 100 countries with a network of over 300 single-brand shops and corner shop, representing a successful model for Italian companies that are looking to expand on international markets.

Its impact on world design was remarkable, contributing to spread Italian taste and to make known to the general public some of the greatest contemporary designers.

Kartell's entry strategies in the Chinese market

The Magic of Name: From Kartell to ⇢:

For foreign companies eager to conquer the heart of Chinese consumers, transliteration of their name in Chinese characters is a crucial first step. commercial sensitivity and intelligence.

Kartell faced this challenge by opting for the phonetic transliteration of his name in Chinese characters, he chose ⇢ (Kǎtèěr)This choice not only preserves the original pronunciation of the brand, but also conveys the distinctive essence and elegance that distinguish it. Moreover, it proudly celebrates the Italianity of the brand, creating a perfect combination of style and identity that attracted the attention and respect of Chinese consumers.

But in the furniture landscape, this was not the most daring and evocative choice. FAB who transliterated his name in il (Fēi bà): a combination of characters that recalls the Italian name, has transmitted a concept of ambition and determination. The first character, ), (fēi), means “flight”, symbolizing the aspiration to growth and success; while the second, mentre (bà), which means “dominare”, expresses the firm desire to conquer market shares.

Gold Bond Enterprises: Kartell's Key Partner for Success in China

When it comes to conquering the Chinese market, the right collaboration can make a difference. And for Kartell, that strategic partner was Gold Bond Enterprises: founded in 1992, it is a pillar in the luxury sector in China, with a distribution network that embraces over 50 cities.

This partnership was not only a mere union of two companies, but a real winning partnership, thanks to which Kartell was able not only to access a wide distribution network covering the main Chinese cities, but also to benefit from the experience and knowledge of the local market, better understanding the needs and tastes of Chinese consumers.

Kartell Success in China: The Omnichannel Distribution Network

To enter the heart of the Chinese market, Kartell has adopted a multichannel distribution strategy, expanding its presence through a network of retail outlets distributed across the country. Moreover, it has integrated various distribution channels to offer a consistent omnichannel purchasing experience. This allows customers to explore the online catalog, visit flagship stores and complete purchases both online and physically.

I flagship store, present in the main Chinese cities such as Beijing, Shanghai, Guangzhou and Shenzhen, offer an immersive shopping experience, allowing customers to immerse themselves in the world of design without limits.

In addition to the flagship store, the company has developed a network of multi-brand sales points, carefully selecting reliable partners to ensure a wide spread of the brand and easy accessibility to consumers.

To meet the needs of digital customers, a e-commerce platform dedicated to the Chinese market, ensuring a smooth and secure online shopping experience.

Design of the sales spaces: An immersive experience

Kartell’s stores in China offer a unique experience in design, transporting customers on a journey through aesthetics and innovation.

With the use of precious materials The impeccable finishes demonstrate the constant commitment to quality and craftsmanship, offering a superior shopping experience.

The spaces are enriched with iconic pieces of the brand, like Louis Ghost chair and Bourgie lamp, which not only decorate the environments but also tell the story and the corporate vision, capturing the essence of the brand.

Lighting plays a key role in creating a suggestive atmosphere and highlighting products.

Every visit in their shops is an engaging sensory experience, which stimulates all senses, from the eye to the touch, giving a complete experience that leaves a lasting impression, offering customers much more than just a purchase.