Kartell: Company profile

Kartell now has over 130 single-brand flagship stores, 250 shop-in-shops and 2500 retailers in over 130 countries.

A leading design company, founded in 1949 by Giulio Castelli and now run by Claudio Luti, Kartell is one of the symbols of Italian design around the world. A success story told through an incredible series of products – furniture, furnishings, lighting, home accessories – that have become part of the domestic landscape, not to mention actual contemporary design icons.

Since 1997 Kartell has been part of the Altagamma Association, of which Claudio Luti was President in 2012. He is currently the Vice President with responsibility for Design.
Kartell is one of the long-standing companies associated with ADI - Industrial Design Association - of which Giulio Castelli was co-founder in 1956.

Kartell collaborates with the most prestigious international designers. The Kartell collection is multifunctional and of broad appeal, easy to use and beautiful to behold. Colour, irony, transparency, unique shapes and a play of the senses all come together to make unique pieces:

Kartell product is immediately recognisable around the world for the emotion it generates, its durability and undisputed quality.

Know-how

Know-how

The on-going evolution in the use of plastics and experimentation with new technologies and processes are fundamental for Kartell, which has always strived to innovate its functional performance and the aesthetic qualities of its products. As a result of this on-going research, all-new properties have been introduced to plastic, such as satin-finish, transparency, flexibility, resistance to atmospheric agents, softness and touch, and surprising and special colours.In addition to being practical and functional, Kartell plastic is also sensual and precious, and radically transforms the perception of a plastic product from a merely functional object to a veritable luxury item.

Kartell know-how consists of pushing innovation to the limit, enabling designers to express their creativity with new technologies and materials in order to create real “industrial revolutions” within the home.

The retail universe

For Kartell, distribution is a fundamental link between the brand and the global public. In the last 15 years Kartell has focused on an energetic retail programme tied to its single-brand stores, to boost brand visibility and recognisability in a way that is consistent with product strategy.

The company now has 130 single-brand flagship stores alongside 250 shop in shops and 2500 retailers, but the aim is to extend its stretch across the globe even more. The Kartell strategy is increasingly moving towards multibrand channels in a bid to cover the international market in a more uniform way.

The collection is so vast and varied that it can be broken down into lines designed for specific product sectors, as already happens with Kartell Lights.  Other themed collections are Kartell Soft (padded and comfortable seating), Kartell Gifts (accessories and ornaments, cash&carry gift ideas), Kartell à la Mode (fashion accessories – footwear and bags) and Kartell by Laufen (bathroom furniture).

It is a coherent and high-impact format designed to make Kartell visible around the world.

Communication

While Kartell uses the company museum at its Noviglio headquarters in Milan to relate its past history, to illustrate its present and future trends, the brand conducts eclectic and intense communication through special projects, exhibitions, displays and co-marketing activities involving both international retail and social media networks. Kartell single-brand stores play a key role, acting as veritable “megaphones” for the brand by means of displays and dedicated events.

Kartell’s stands at Milan’s annual Salone del Mobile are surprising and spectacular visual communication projects designed by Ferruccio Laviani to present the Kartell world, new trends and products in an entirely new framework. Kartell has always been at the cutting edge in its advertising campaigns and visual communication tools. In recent years, Kartell communication has also focused on the web, through its official brand pages on Facebook, Twitter, You Tube, Instagram and Pinterest, which have growing numbers of fans and a high level of involvement and interaction, bearing witness to the empathy the public has for Kartell and its products.

Awards

Audrey Piero Lissoni / 2012
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Certifications Company quality certifications

Production of Kartell objects is monitored at each phase by company specialists, who check and assess technological suitability, development and quality, seeking to reconcile the end-users’ demands and expectations with the industrial processes used.

The high degree of stability and repetition of these processes enables there to be ISO 9000 Certification, which tracks inefficiencies and waste, promoting final products which produce minimal waste and pollution, and which are, in any event, completely recyclable. Kartell products are not just aesthetically pleasing. Their proven practicality and multi-functionality is constantly verified and monitored through strict and rigorous reliability tests, which are conducted according to specific UNI EN standards.