Lifestyle Design changes name Reorganisation of subsidiaries underway

Anew name that is much more than a simple rebranding: Lifestyle Design becomes Haworth Lifestyle and thus launches a reorganisation of the holding company that serves not only to strengthen the group's identity, but also to prepare for its future expansion. The operation was presented yesterday by Dario Rinero, ceo of Haworth Lifestyle, part of the American furniture group Haworth, which controls companies dedicated to furniture-design, including Poltrona Frau, Cassina, Cappellini and Zanotta.

The reorganisation is part of the broader transformation of the US parent company, which in turn has changed its name to Haworth Group and is structured into the American-led Commercial division, which controls the companies operating in the office sector, and the Lifestyle division, based in Italy, which today comprises ten companies and 16 brands in four sectors (manufacturing, licensing, retail and industrial). "We have rationalised the structure of our holding company, not only to make the organisation more efficient, but also to prepare ourselves for further growth," explains Rinero. "We are approaching the billion euro turnover mark and want to be prepared to handle the next phase. We have created divisions internally that group the subsidiaries according to specialisations. Divisions into which any new arrivals can flow'.

Thus, the Luxury division, headed by Nicola Coropulis, CEO of Poltrona Frau and Ceccotti; the Design division, headed by Luca Fuso, CEO of Cassina, Zanotta and Cappellini; the Industrial division, headed by Ervino Riccobon, which includes Poltrona Frau Interiors in Motion and the British company KJR acquired in 2024; and the Retail division, headed by Stefano Cazzaniga, with the company Luminaire developing the American market and Interni which will instead deal with Europe and the Middle East. The outdoor division is not yet a separate division, which today only includes Janus et Cie, but could become one "if we were to make an acquisition in this area in the near future," Rinero points out. In the area of licences, only Luxury Living Group, under the leadership of Andrea Gentilini, publishes the collections of several luxury brands.

It is useful to quickly retrace the steps that led the holding company to its current structure. The story of Hworth Lifestyle began in 2002 with the creation of Poltrona Frau Group, the first "cluster" of high-end Italian design brands: Poltrona Frau, Cassina and Cappellini, which went public in 2006. In 2014, the ownership (Charme) sold the majority to the American group Haworth, which then completed the delisting.

This is followed by numerous acquisitions of Italian and foreign brands in different areas: Janus et Cie in outdoor (2016), Luminaire in retail (2017), Ceccotti in luxury (2018) and Karakter in design (2019). Following this portfolio expansion, the group changed its name and Lifestyle Design was born.