Diviana, the Indians of luxury conquering Europe

Contract, tailor-made solutions and luxury retail products to conquer Europe. Milan base. The Indian furniture brand Diviana launches during Design Week its expansion plan in Europe after the opening last November of its showroom in Via Monte di Pietà, in the heart of the luxury district of Montenapoleone. Where fashion, design and craftsmanship come together. A two-storey flagship store that in these days will host buyers and agents from all over the world. It is precisely the Milan flagship shop that will be the starting point of the export-oriented strategy of the multinational founded in 2009 by Indian entrepreneur Kapil Chopra, the current CEO, and which under the artistic direction of Italian Marco Corti has conquered leading positions at the top end of the market first in Asia and then in the Middle East.

Diviana will bring all the strength and production capacity of the brand to Italy, and to Europe. A futuristic 20,000 square metre factory has just been inaugurated in India, a mix in which artisan creativity merges with digital process innovation, with a team of over 900 professionals and artisans. In the last year, Diviana has completed more than 50 projects in 25 cities in India, Asia and the Middle East with a turnover of around 15 million euros. The three new products that will be presented in the Milan showroom in these days - Baloise, Maureen and Ch11, a table, a swivel armchair and a small armchair - together with the first two collections launched for Europe last November, Sublime and Q Collection, represent Chopra's company philosophy for western markets: Indian craftsmanship and Italian style. "Export is a key objective for Diviana," says Chopra. "We believe that the global market is hungry for high-quality luxury furniture that embodies a distinctive identity. Over the next three to five years, we aim to become a well-known luxury brand worldwide by opening a number of shops in high-profile markets and establishing strategic partnerships."

We are at the beginning of the process. Over the next two years Diviana will invest EUR 50 million in Europe for expansion. 'We are planning a widespread retail presence through the opening of 60 flagship stores in key cities with partnerships in the hospitality, corporate and design sectors,' Chopra explains. 'Ours,' he continues, 'will be a multi-channel approach. We will be everywhere our customers expect excellence: in hotels, in corporate spaces and in showrooms that redefine the concept of luxury'.

The choice of Milan as a starting point is crucial. 'Milan is a symbol of global excellence in design, fashion and culture. We chose Milan,' says Chopra, 'because it embodies the spirit of elegance, craftsmanship and design that defines Diviana. This presence, the showroom and Design Week, is not just an entry into Europe, but the first step in our commitment to become an important part of the Milan of design. Milan will be the springboard to enter France, Germany, the United Kingdom and Spain, markets suitable for our proposal. We will focus on tailor-made solutions that respect regional tastes, while keeping a firm grip on our identity'.

Go to dossier: Furniture Fair