Italy’s Pratesi seeks return to old splendor as linens purveyor to the affluent

Pratesi relaunches its legacy and new lines in a highly competitive linens market contested by French, Italian, British and American brands. Image courtesy of Pratesi

The brand will offer bedding and bath sets under collections such as the three-line Tre Righe, Vivaio, Treccia, Federico, Icona and Raso Rigato – all made in Italy. The brand relaunches Jan. 11.In this detailed interview, Ms. Klein expounds onmarket strategy, consumer targeting, positioning, manufacturing process, retail approach, marketing tack and corporate relationships. Please read on:

The product is completed with a special finishing process which will ensure these linens make customers fall in love with Pratesi all over again.Who do you envision as the new customer of Pratesi? How will you reconnect with the old clientele? We have also added a concierge program, with a dedicated Pratesi representative so our clients are able to reach out and be given the excellent customer service they expect to aid them in their shopping experience.

We also felt it was important to introduce new bedding designs to capture the changes in the retail design landscape ensuring that Pratesi remains very relevant and on the design trends.This was incredibly important to us and the DNA of the Pratesi brand to have everything produced out of Italy. It is a big differentiator for us and something we felt could not be compromised.

Every Pratesi product will be boxed with a beautiful branded box and, as we reenter the marketplace, it was important that this heritage brand be relevant with today’s world. Pratesi was known for its much-copied three-line bedding line, also known as the Tre Righe collection. Image courtesy of PratesiWe are looking forward to working with architects and designers on special projects, whether it is residential or commercial, as well as looking at private aviation and yachting industries.

We take pride in ensuring that every sourced material, except for the Egyptian cotton, comes from Italy. This is something we are very proud of and unique to the Pratesi brand.

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