Unopiù towards 21 million, with relaunch focuses on verticality, contract and foreign countries

In a furnishing market that increasingly rewards specialisation and the ability to preside over outdoor spaces, Unopiù is accelerating its relaunch strategy in a phase of profound strategic metamorphosis under the guidance of the new corporate structure that entered at the end of 2023: a high-profile alliance between the giant Msc, the former Cdp Claudio Costamagna and well-known entrepreneurs such as the Marzocco family and Flavio Briatore. The Viterbo-based company, a pioneer in outdoor furniture, archived a solid 2025 with a turnover of 18 million euros (+5.7%), but is already looking towards the goal of 21 million by 2026. CEO Beniamino Garofalo makes no secret of his ambition to exceed the target, supported by an industrial plan that aims to double volumes by 2028.

"The growth forecast is underpinned by a first quarter that has already gone very well, with orders and turnover up by 50%, despite the situation in the Middle East," explains Garofalo, "where geopolitical instability has held back development in areas that are nevertheless considered central in the long term. On the geographic expansion front, Unopiù is redrawing its map: while until recently Italia and France absorbed 90% of turnover, the aim now is to balance the weight between the domestic and foreign markets with an almost 50-50 ratio. The strategy is to preside over the rest of Europe, with a focus also on the East, as well as the United States.

Areas monitored with great interest will then be Brazil and India, markets with very high potential for outdoor once customs restrictions are overcome. The pivot of the relaunch being implemented is the transition from a historically B2C model to a multi-channel structure integrating B2B, direct flagship and contract (increased from 1 to 6 million in the last three years). The focus is on the premium and upper-premium segment, with a focus on hospitality, catering, beach clubs and yachting, where durability of materials is an essential requirement. In view of the brand's 50th anniversary in two years' time, Garofalo's vision is clear: to maintain the focus on outdoor. While not excluding future integration operations, for the CEO the strategy must remain vertical. The idea is to create a global brand without losing technical expertise.

At the Salone del Mobile, Unopiù arrives with Diario di Viaggio. Curated by Domitilla Dardi, the project is not limited to showing prototypes, but presents new collections ready for the market, created to interpret the brand's heritage with the choral language of five designers (The Collective). Not autonomous collections, but a single narrative in which each project represents a stage. Within the same path there is Igea, the collection by Matteo Thun and Benedetto Fasciana that reinterprets iron in a contemporary key, completing the vision of the exterior as an extra room.