Features

Big brand moves

October 14, 2009

Cassina, Cappellini, Established & Sons and Formway lead the trend in new brand partnerships.

They say a day is a long time in politics. Well, within what seems like the last few days some of the world’s largest design brands have moved, changed or established new partnerships with a series of leading Australian design companies.

Corporate Culture has announced a new partnership with Italian design group Poltrona Frau, which brings with it Cappellini, Cassina, Alias and Poltrona Frau – a growth in product range that will require an expansion of the company’s existing showroom capacity nationwide in the year ahead. Having established a strong reputation through its Danish design brands headed up by Fritz Hansen, this move significantly extends Corporate Culture’s global design offering, in particular consolidating its share of the contract market.

Meanwhile, in a swift move from Zenith, as of 1 October it has assumed the manufacturing and distribution operations of New Zealand commercial furniture brand Formway. Established in the 1950s, Formway has developed a strong presence within Australia, and over recent decades released popular design ranges such as LIFE, HUM and PLUS. This partnership with Formway represents a major expansion and broadening of Zenith’s Australian operations.

Finally, Living Edge has just this week announced the arrival of Established & Sons to their product range. Established & Sons are known for their fresh and witty designs, working with designers such as Alexander Taylor, BarberOsgerby, Maarten Baas and Jaime Hayon. (For an interview with Established & Sons director Alasdhair Willis, filmed during Salone Milano 2009, click here.)

Clearly the economic climate has played its part, causing some global brands to rethink their partnerships. More generally however, the introduction of new global brands and the expansion of existing brands into the Australian market cannot but reflect well on this economy’s relative buoyancy. Rumours are in the air that this is not the end of the shake-up. Watch this space for more.

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