“We have been understanding customer needs for generations”. Ottaviano Borgonovo tells us about his MisuraEmme
Ability, persistence and enthusiasm. MisuraEmme could be described with these three words.
The company, located in Italy, in Mariano Comense (CO), was founded in 1902 by Giovanni Mascheroni. Today it has a factory of 35,000 m2.
However, we asked manager Ottaviano Borgonovo to tell us something more about this company.
Born in 1987, since 2014, Ottaviano is passionately dedicated to the commercial and marketing aspects of the family business, demonstrating great competence and professionalism.
About 10 years at the head of the Company: which developments have you noticed over this period?
“As first, I have seen the evolution of many international markets in the furniture industry, which have become strategic to its success. This is why, we wanted the company to become more and more international, in order to adapt to the requirements of foreign markets, different from those of the Italian market.
A further consequence of the decision to invest in foreign markets was the reinforcement of the quality and international design of the products. We’ve also decided to invest more in raw material technology and in the industrial process.
As a result of these choices, sales have reversed from 80% in the Italian market to less than 20% in 2022.”
Customizing the product according to the individual’s needs is one of the strengths of MisuraEmme. What are the differences between Italian and international customers? Do needs change based on geography?
“Definitely. It’s not a secret that there are countries with a taste for minimal, such as northern Europe, while those of the Middle East prefer a sumptuous aesthetic, with a prevalence of bronzed metals and marble. Quite the opposite, the United States is focused on wood. However, each country has its own specific taste.
Anyway, a trend in the luxury market is developing recently, with an international taste that unites all geographical areas and combines elements of different styles.
But another significant difference between customer types concerns the way the market is conceived: design, in fact, plays a role of primary importance in the international arena, compared to the simple production of the product. The sale of a project is much more important than the sale of the product itself.”
In 2003, MisuraEmme was awarded the Acquaver label for the use of environmentally friendly painting systems. How attentive is today’s customer to the green theme?
“The green theme is becoming more and more relevant for all markets. In fact, the appreciation for using eco-sustainable materials and industrial solutions with a lower environmental impact is increasing.
Moreover, consumer awareness has increased not only towards the product, but also towards the sustainable attitude of the company that produces it.
Being a green company not only means using materials and solutions with a lower environmental impact, but also adopting a respectful approach to the environment in the daily management of the company itself.
In other words we want sustainability to be a theme in all areas of the company’s work.”
Salone del Mobile.Milano 2023: what’s new at MisuraEmme?
“This year we brought two new boiserie systems to the Salone del Mobile: Puzzle and Palo Alto Wall. We designed these two systems to be integrated with all the day and night equipment and the finishes are completely customizable. So we have a range of furniture solutions that are potentially infinite and widely customizable, which is the quintessence of the sartorial attitude of MisuraEmme.”
In your opinion, which is the secret of MisuraEmme’s success?
“Certainly, the ability to understand customer needs and intercept market trends. The collaboration with architects of international caliber has also contributed to the success. Last but not least, the strategic vision and the belief of my family, which over the generations has always enthusiastically supported all the innovations in research and innovation in design and product.”
How do you imagine the future of the Company? What is your vision of MisuraEmme?
“The evolution will be crucial to face an increasingly competitive market.
Because of the presence of foreign industrial companies in the furniture sector, we should be able to intercept the needs of a market that is moving towards a demand for life style, as well as product, in order to compete internationally. To consolidate our presence in the most emerging markets, we’ll then face a series of international investments.
Finally, it will be essential to implement the latest technological innovations that in these years are revolutionizing the world of communication and beyond.”
Credits: Photographs courtesy of MisuraEmme.