Neutra continues relaunch with new products and a shop in the USA
Three years after its acquisition by Emanuele Chicco Busnelli, the historic Brianza-based company has expanded its product range, targeting a niche market
4' min read
4' min read
When Emanuele Chicco Busnelli took over Neutra almost three years ago, he explained to our newspaper that his aim was to make available to this small but promising Brianza company the resources, contacts and skills he had acquired during the years he had spent working at B&B Italia (the company founded by his father Piero Ambrogio in 1966 under the name C&B Italia, together with Cesare Cassina).
The recovery plan
.The plan was ambitious: to bring this historic company, founded in 1880 and specialising in the art of working marble, granite, onyx, stone and quartz, not only to grow in terms of turnover with an average annual increase of around 50%, but above all to expand the catalogue offered by Neutra from just bathroom furniture to the living, dining and bedroom areas, also introducing metal and fabric work.
And, almost three years later, Busnelli says he is satisfied with the results achieved. "We made a major effort from an economic and labour point of view, because the starting situation was not easy," he says. "The company only produced bathrooms and a few other furnishing elements and was not sailing in very good waters. However, I was very interested in the quality of the work of this small company and we decided to invent a project that was different from the traditional production of the furniture sector, creating a brand that reflected something exclusive, unique and extremely customisable'.
Range expansion and distribution
.To work on such a high market niche, the choice of dealers is crucial: '80 per cent of dealers are used to selling by catalogue, we on the other hand have a catalogue, but each product is customised and we look for dealers who can understand and explain this added value to customers.
Today, Neutra is beginning to have a catalogue of some interest, also in terms of the number of products. In 2023, Nutra launched the living collection with the first product (the La Grande Muraglia sofa by Mario Bellini), in 2024 20 new products were introduced, in 2025 another 20 pieces for the living, dining, sleeping and bathroom areas, and another 20 will be presented at the Salone del Mobile 2026.
