Bross, growth strategies in Europe

Bross globale(0)

The internationalization process of Bross continues, which in addition to renewing its institutional image, plans a new strategic reorganization to optimize distribution in Germany, Austria and Switzerland.


It has completed projects of all types in markets ranging from the United States to the Far East, making internationalization a “sine qua non” of its corporate strategy: since the acquisition in 2006 of the historic brand Bross, which in 2021 will celebrate 40 years of history in the Made in Italy furniture, its owner Lara Dorbolò has led the company towards an increasingly widespread presence in the main countries of the world.

North America with Canada and Mexico, Singapore, Japan and Australia are the most distant territories where the Friulian reality has consolidated its distribution, thanks to the presence in selected stores in the main cities, and to agents who support the diffusion of the brand in the contract sector. It is here that Bross has had the opportunity to work with great studios, including Rockwell Group, Dawson Design Associates, Aedas, Conran Partners; and it is here that it has earned a significant slice of its turnover, offering the world of design transversal and flexible collections as well as custom solutions, since many phases of production are processed internally, from upholstery to woodworking, which has always been the company’s reference material.

Strategies that are confirmed also in Europe: France, both from a residential and contract point of view, is a very dynamic market for Bross, and the company has recently planned a reorganization in Germany, Austria and German Switzerland thanks to the inclusion of a new dedicated area manager.

“At the beginning of 2020, I wanted to plan a further step in the internationalization of Bross” says Lara Dorbolò, who continues “a step that Covid has slowed down but not blocked. Thanks also to the collaboration with Michael Schmidt, designer of some of our most recent product families, we have been collecting excellent feedback from the German-speaking area for years, to which we now give appropriate responses with distribution in major cities and direct activities on design studios. This task is entrusted to the new area manager, who will also benefit from a wider trade fair presence as soon as the conditions are right. At the “Salone del Mobile” we will be supporting other important appointments that we have selected and presentation events at our most active distributors”.

With a plan that involves not only a strengthening from a commercial point of view, but also the development of new collections entrusted to great designers and young talents, Bross is therefore preparing to cross the 40-year mark, finally anticipated by an important renewal also in the institutional image, with a new website and new communication tools.

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