RESCALDINA, Italy Joel Benillouche is injecting a dose of new strength into the Vincenzo Zucchi group.

“We anticipate to recreate a relationship with the shopper, reorganizing and redefining the models, leveraging a new electronic system, and we are reactivating our textile source chain,” stated Benillouche, chairman and shareholder of the publicly listed team, throughout an interview at the Rescaldina headquarters, a 30-minute travel from Milan. Zucchi has been controlled due to the fact 2016 by expense fund Astrance Funds SA, which was launched by Benillouche.

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Astrance also controls the Paris-based Descamps and Jalla, sharing synergies and quite a few platforms with Zucchi.

The group features mattress and bathtub linens baby collections living, kitchen area and residence wares, and dwelling decorations from the brands Jardin Top secret, Zucchi and Zucchi Block, Granfoulard, Bassetti, and Santens, as perfectly as the Tommy Hilfiger license for house textiles solely for the Europe, Middle East and Africa region.

The younger entrepreneur has succeeded in turning all around Zucchi, which in advance of his arrival was on the brink of bankruptcy soon after a period of adjustments in management and shareholders. He wiped out its credit card debt of 80 million euros and the organization is now rewarding, reporting revenue of 100 million euros and expectations of development of close to 30 % this yr.

“Zucchi essential an industrial investor,” said Benillouche, who was formerly an investment decision banker at Lazard and Morgan Stanley, amongst some others.

With Astrance, he has been great-tuning the makes and investing in new machinery.

Scenario in point: Shifting from a product or service-driven brand name to a new way of living and customer-centric method is now essential for Benillouche. He has launched Bassetti Dwelling Innovation, which presents renovation solutions and inside design and style consultancy. A crew of architects and interior designers selected by Bassetti Dwelling Innovation suggest methods reflecting the wishes and needs of the clientele, providing an onsite supervision and consultancy.



Benillouche has opened extra than 30 devoted Bassetti Property Innovation shops in main metropolitan areas or in malls in Italy, which will be adopted by models in France later on in the year and in 2023, and then in Germany and Switzerland following year and in 2024. The group has obtained a chain of childrenswear outlets and has been changing them with the aim to access 40 models in 2022.

Benillouche highlighted the need to have to increase into new product or service types and less than the Bassetti House Innovation umbrella, the organization has set up partnerships to provide Chaarme beds by Pentaform tables with Kronos armchairs and chairs by Busetto, and plates by Bitossi Residence. “We want to give a full atmosphere,” he stated.


The team, which counts 900 personnel, which include its direct retail network and the branches in Germany, Switzerland and Spain, as perfectly as its directional places of work, has direct regulate of all the imaginative processes from design to creation, of which 50 p.c is produced in Italy. The production middle in Cuggiono is specialized in prints and padded linens such as Bassetti’s signature Piumone. Prints are not built digitally, but continue to employing an artisanal, specialized approach with engraved metal cylinders.

Zucchi has 219 units amongst direct retailers, retailers-in-store and factory shops, and 350 corners in department outlets, as effectively as wholesale distribution globally with 3,000 factors of sale. “We are not scared to lower our distribution and redefine our partnerships with an upgraded excellent,” explained Benillouche. “Through an in-depth manufacturer examination, we have redefined our manufacturers, our consumers, targets and values.”

Zucchi Bassetti stands for Italian design and style, Descamps and Jalla for French taste and the Tommy Hilfiger license for the American way of life, he reported.

The team depends on a background that spans 220 yrs, underscored Benillouche, as Descamps was launched in 1802, Bassetti in 1830, Jalla in 1881 and Zucchi in 1920.

In 1987, Bassetti released the multiuse Granfoulard, which he claimed “sold the most in the heritage of European textiles.”

In 1997, Zucchi won the Guggenheim Organization and Culture award with its museum of antique handblocks, the most important existing assortment with 56,000 items from 1785 to 1935. The blocks are in wood and metal, from English, French and Austrian artisans ranging from Art Nouveau to Art Deco, with designs from the geometric to floral, batik and ornamental.

“We’ve experienced a lot more time to rediscover our houses and there is a will need to truly feel far more at ease and in a much more imaginative surroundings,” mentioned Benillouche.