Ginori 1735 grows in lifestyle

The great relaunch of Ginori 1735 enters a new phase of development. The brand that has best defined the concept of décor, giving a distinctive imprint to the porcelain and tableware sector, with its unique heritage and century-old history, is in the midst of a real revolution. Almost 100 years after Gio Ponti was entrusted with the artistic direction, the Kering brand is experiencing a phase of growth and development in the wake of the same innovation introduced by the famous designer. After the recent renaming, the collaborations with the world of fashion, including those with Off-white and Etro, and art, the entry into home fragrances and the approach to the new gen, Ginori 1735 is now preparing for its debut in home decor and to experiment with physical spaces, as explained in this interview by the president and ceo Alain Prost.

This could be defined as the Ginori 1735 Momentum. The brand has seen a revolution in recent years. What's in the future?

Our focus is evolving from tableware and decorative items in pure porcelain, to the luxury and lifestyle sector, with an increasingly international outlook and a growing focus on the new generations of Y, Z and A luxury consumers. This is the direction of both the numerous collaborations in place and the strategy of extending the values of our brand, which at the next Milan design week will be brought to completion, with the entry into the home decor sector.

Recent highlights include the co-labs with Luca Nichetto, Luke Edward Hall, Off-white, Constance Guisset, Etro and Suonare Stella. How have these readings defined the codes of the brand?

The aim is to create wide-ranging collaborations with style masters from different worlds, who allow us to combine historical codes with contemporary aesthetic tastes and return to the "gracious audacious" spirit that characterises our vision.

Is there any idea of expanding this portfolio?

We certainly intend to continue experimenting, dialoguing with new worlds and using new languages, also from the world of fashion. Virgil Abloh, in this sense, has been an absolute talent: his collections have been able to combine elements of high-end design with the codes of youth culture and contemporary conversation. Etro, on the other hand, perfectly represents the union of the fashion/lifestyle world.

Are there any new collaborations in 2022?

All of our collaborations are conceived with a view to aesthetic continuity and are therefore destined to grow over time. To name just a few, we will be launching new fragrances and new characters in the Lcdc collection and new collections developed with Luke Edward Hall. As I was saying before, at the next Milan Design Week we will be launching a series of new products in the world of home décor that will create a real Ginori 1735 world.

How will the digital first distribution strategy evolve?

We intend to continue creating our digital ecosystem that today allows us to reach 31 countries through the e-commerce channel and China through the new store on Tmall and the mini-program on WeChat. In recent years, this path has allowed us to multiply the activities through which we generate awareness and approach an increasingly young clientele, generating almost 10% of our turnover.

Are you also planning to open physical stores?

We have just opened a temporary gallery in Paris in the heart of the 8th arrondissement, the art district, and this confirms our interest in France and Paris, which is a strategic hub for luxury. We also continue to invest in China, the US and Korea, which are our most dynamic markets with the greatest potential.

How was 2021?

It was an encouraging year: in the first nine months of the financial year, our turnover grew by 40% compared to the same period in a "normal" year like 2019.

Is there progress at the production level as well?

We are continuing to invest in making the factory more efficient, implementing a series of improvements in the production departments, machinery and ovens, also with a view to sustainability. It is a project that will last about three years. However, the savoir-faire of the manufacture remains our priority and it is essential to invest in training and in the younger generation. This is why we have recruited 26 new people this year and will continue in 2022.

Ginori is a symbol of Italy but is growing under the wing of the other side of the Alps. Is it more Italian or French today?

Ginori 1735 is, and will always remain, an Italian company. Over the years, the company has been able to count on the constant support of the Kering group, but the creativity, the special touch in creating true works of art is the result of its 100% "Made in Italy" Dna. (rights reserved)