RE-VIVE PRODUCT BOOK & COMMERCIAL GUIDELINES 2015 MILAN April 2015

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Deborah Maxwell
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1 RE-VIVE PRODUCT BOOK & COMMERCIAL GUIDELINES 2015 MILAN April 2015

2 Natuzzi RE-VIVE Strategy New Model & Covering Introduction 2015.(Launch of New Wing Back and optional headrest) 2. Product & Merchandising Strategy o Product & Covering Collection o Sales Tools o 3 different moods to represent 3 different Home Styles, in order to meet different consumer needs o 3 iconic model for each homestyle o 3 coverings and finishing palette to display the suggested product mix 3. Distribution Strategy o New Retail Format o New Retail Display System 3. New Communication & Marketing Strategy o New Re-vive Campaign o New re-vive Brochure o Focus on Media Investments o RE-vive in store communication 4. Sales Force Training & Incentive Program 2015 o o Training Program Dealer Incentive Program

3 RE-VIVE NEW PROPOSAL 2015

4 NEW MODEL INTRODUCTION 2015 WING BACK CHAIR Model 608K Model 608Q & Optional Decorative Headrest (ver. 113) With its generous size, inviting armrests and high back the New Wing Back model bring a new Style Concept of comfort and motion to the RE-VIVE COLLECTION The Wing Back chair is available in leathers and fabrics, with decorative seams that lend the chair a distinctly contemporary, almost technical flair. The new Wing Back model ensure a new level of comfort and flexibility to the home environments. The aluminium base is available in all re-vive finishings. Known and loved for its graceful curves, fluid framework and antique, throne-like vibe, the purpose of the "wings" in the history was to enclose the head or torso areas of the body in order to provide comfortable protection from drafts, and to trap the heat from a fireplace in the area where the person would be sitting. Hence, in historic times these are often used near a fireplace. * The model is available for Free Market and for Natuzzi Italia network

5 H 115 cm H 110 cm 2 DIMENSIONS KING QUEEN L 95 cm P 85 cm L 90 cm P 80 cm Dimensions refer to Wing Back model(mod Sizes of other models are slightly different.

6 New Wing Back VERSIONS BASIC Chair Chair Ottoman Ottoman New Decorative Headrest (available in fabric & leather) * The 714 version is referred to the ottoman Refer to the price list for versions availability in the market.

7 RE-VIVE FREE MARKET COVERINGS PROPOSAL 2015

8 NATUZZI RE-VIVE NATUZZI RE-VIVE COVER COLLECTION WORLDWIDE RETAIL FREE MARKET COVERING (Last update January 2015) (last updated DICEMBER 2014) LEATHERS FABRICS MICROFIBRES cat.10 RE-MARK (SANMARCO) cat. 20 RE-WIND cat. 86 RE-TEX (ASSISI) cat.78 RELE - (LEVANTE) 10FH Black/Nero 20PA summer white/bianco estivo Verde militare Light grey/grigio chiaro 10FL Bianco/White 20PB pearl blue/blu perla Grigio chiaro Medium grey/grigio medio 10FM Beige Rosato/Rose Beige 20PC evergreen/sempreverde Nocciola Tortora/Taupe 10FN Testa di moro/dark Brown 20PD pearl gold/oro perlato Marrone scuro Grigio-Blu/Grey-Blue 10FU Grigio fumo/smoke Grey 20PE pearl taupe/tortora perlato Vinaccia Fungo/Mushroom 10FV Bianco Ottico/Chalk White 20PF midnight blue/blu notte Grigio lilla 5 10FT Grigio scuro/ Dark Grey 20PG deep brown/marrone scuro Grigio scuro 7 20PI pearl grey/grigio perla 7 20PJ pearl fog/grigio scuro cat. 78 RE-SALT 20PK pitch black/nero pece Copper/rame cat. 10 RE-MARK (BELFAST) 20PL bright burgundy/bourdeaux olive green/verde oliva 10BZ steel grey/grigio acciaio lava Beige Light taupe/tortora chiaro cat. 10 RELY cat. 20 RE-LUX (MADISON) Steel grey/grigio acciaio 10LG bianco/white 20RA black/nero Taupe/tortora 10LH black/nero 20RB warm brown/marrone caldo Red/rosso 10LI brown/marrone 20RC steel grey/grigio acciaio Chocolate/ciccolato 3 20RD ashbrown/terra bruciata 9 20RE coffe brown/caffè 20RF forest green/verde bosco Cat. 15 RE-TOUCH (LEMANS ) 20RG dark blue/blu scuro 1570 Vaniglia 20RH oxblood/sangue di bue 1575 Conchiglia Black/Nero 15CI White/Bianco 15CK indaco 15CQ Dark Brown/Marrone Scuro 15CW Bianco 15CY Blu 8 Cat ZB 15ZC 15ZG 15ZH 4 RE-MIND (SCOTTSDALE) dark taupe/tortora scuro vintage brown/marrone vintage coffe/caffè tan 7 ARTICLES - 42 COLOR CODES 1 ARTICLE - 7 COLOR CODES 2 ARTICLES - 14 COLOR CODES

9 LEATHERS NATUZZI RE VIVE LEATHER COLLECTION is composed of 7ARTICLES / 42 COLORS Now we are introducing 5 NEW COLORS FOR EXISTING ARTICLE & 1 NEW LEATHER ARTICLE

buffed process and a very light translucent finish for color.

acceptable. The thickness is from 1.1 1.3 mm.

touch are slightly fat, but appreciable.

bites, etc. are also visible on this article. cat.

10 NEW LEATHER COLORS ART. LE MANS CAT PROTECTA This leather, has natural grain, with light buffed process and a very light translucent finish for color. Being a natural grain article, differences in grain are acceptable. The thickness is from mm. Its main characteristics are the extremely soft hand and the touch are slightly fat, but appreciable. Other natural characteristics such as scars, vein, insect bites, etc. are also visible on this article. cat. 15 LE MANS - Protecta 15C1 15C2 15C3 15C4 15C5 cold white greysh light greige bronze light greige rosy light greige camel light tan 5 NEW COLORS

natural grain. The thickness is from 1.1 1.3 mm.

color will be uneven as it is derived from the dyeing process.

vein, wrinkles become darker in respect to the base color.

11 NEW LEATHER ARTICLE ART. FULLY CAT NATURAL This leather is lightly buffed, semi-glossy, with a natural grain. The thickness is from mm. Its main characteristics are a soft hand, the uneven feel and the pull-up effect. This article show all natural characteristics of leather and the color will be uneven as it is derived from the dyeing process. Fully is a waxy leather, so main characteristic like scars, vein, wrinkles become darker in respect to the base color. Difference in grain and tone are acceptable for this article. cat.25 25EV 25EW FULLY - Natural dark blue dark green 2549 brown 2550 red 25EN amaranto COLOURS AVAILABLE: 5

12 SOFT COVERS NATUZZI RE VIVE SOFT COVER COLLECTION is composed of 3 ARTICLES / 21 COLORS Now we are introducing 3 NEW ARTICLES / 15 NEW COLORS

that are compressed, layered and united with polyurethane under

Such fibers allow a very high resistance of the article that

The special finishing applied on the fabric confers

1.4 mm making this article dense and tough.

cleanup of sliding liquid and general cleaning of dust and dirt.

13 NEW MICROFIBER CUERO CAT. 88 Innovative microfibre made with agglomerates of nylon fibers that are compressed, layered and united with polyurethane under pressure. Such fibers allow a very high resistance of the article that has significant performance in terms of abrasion and pilling. The special finishing applied on the fabric confers characteristics similar to natural leather with a thickness of 1.4 mm making this article dense and tough. It can be washed in water and has easy care as a normal fabric with orthogonal warp and weft. The water-repellent treatment applied enables the immediate cleanup of sliding liquid and general cleaning of dust and dirt. Cat. 88 CUERO warm light grey rosy light beige greysh light greige warm light grey camel beige rosy dark greige blu jeans COLOURS AVAILABLE: 7

composed of a mixture of linen and viscose combined on purpose

The special finish gives the fabric a bright and shiny look

14 NEW FABRIC GEMELLI CAT. 85 Fabric Gemelli is a modern interpretation of Chevron yarns composed of a mixture of linen and viscose combined on purpose tone on tone. The special finish gives the fabric a bright and shiny look which makes it very stylish and contemporary. Cat. 85 GEMELLI warm light grey bronze dark greige camel beige COLOURS AVAILABLE: 3

electronic dobby itema (Italian technology) frame.

particular process starting from pure linen melange and twisted fine

finishing is an attractive, elegant and exclusive product.

15 NEW FABRIC PEGASO CAT. 88 Simple, clean, linear and very soft built fabric using canvas on electronic dobby itema (Italian technology) frame. The yarns are expertly prepared by skilled craftsmen with a particular process starting from pure linen melange and twisted fine nylon to bring out all its peculiar fibrous appearance and naturalness. The result of this mixture of softened fibers with a particular finishing is an attractive, elegant and exclusive product. We recommend dry cleaning considering the weight and heavy structure of this fabric. Cat. 88 PEGASO greenish grey musk green brick red brown warm dark grey COLOURS AVAILABLE: 5

16 RE-VIVE COVERINGS FOR NATUZZI ITALIA NETWORK

17 NATUZZI ITALIA COVERINGS NATUZZI ITALIA COVERINGS Natuzzi Italia coverings collection* is available on each of the 8 models RE-VIVE LEATHER ARTICLES : 15 COLOURS AVAILABLE: 76 FABRIC ARTICLES** : 18 COLOURS AVAILABLE: 118 For the new Introduction 2015 please consider all the new proposal of Natuzzi Italia Collection *RE-WIND AND RELY LEATHERS ALSO AVAILABLE* **Natuzzi Softcover Accent Fabric non available for RE-VIVE

18 RE-VIVE FINISHINGS

19 4 FINISHINGS THESE FINISHINGS ARE AVAILABLE ON EACH MODEL METAL

20 2 SPECIAL FINISHINGS NEW PEWTER BURNISHED THESE FINISHINGS ARE AVAILABLE AT UPCHARGE, ON ALL MODELS*

21 1 MECHANISM RE-VIVE DYNAMIC FOR MECHANISM ALL MODELS Smooth ride technology ensures no jarring or unnatural sensations that disturb a state of bliss and relaxation. Automatic weight compensating recline action ensures the user is always in a relaxed balanced stated in all positions.

UNIQUE INNOVATION, MAXIMUM QUALITY Re-vive recliner combines a series of patents and design registrations (pending) to deliver a new movement in comfort.

22 UNIQUE INNOVATION, MAXIMUM QUALITY Re-vive recliner combines a series of patents and design registrations (pending) to deliver a new movement in comfort. ECO FRIENDLY The Re-vive recliner is not only sourced from recycled materials where possible, but has been designed to be highly recyclable at the end of life. BUILT TO LAST Re-vive is manufactured using a combination of durable materials and controlled manufacturing processes to deliver a robust long life product. STRONG & FLEXIBLE For the ultimate combination of flexibility and strength, the spine is made from injection molded polymer composite, while the major shell components are made from injection molded, flexing polymer. SMOOTH TURN Smooth and seamless rotation is delivered from ground stainless steel bearing. EASY SLIDE For easy sliding without marking, the gliding feet are made from ultra smooth, molded polymer. TOUGH COAT Long life protection and reduced marking of the main mechanism comes with a smooth powder coat finish. MINIMAL COMPONENTS With only seven assemblies this chair is designed for minimal failure and easy replacement.

23 RE-VIVE STRUCTURAL COMPONENTS Italian heritage of quality craftsmanship with leading edge, ergonomic technology from New Zealand Structural Backrest component: high flexible injected polymer supporting 130kg Seat High Density polypropilene core structure supporting 200 kg Over 200 individual components quality tests Mechanism Powder coated pressed steel: 49 molded components out of 84 Foam Multi-density polyurethane Swivel with a full 360-degree movement Structural Base High pressure diecast aluminium Designed to be totally recyclable at the end of life

24 RE-VIVE FUNCTIONALITY SUMMARY RE-VIVE - Functionality Summary Comfort Cushion Responsive Recline Sliding Headrest High Density Core Live Back Fluid Motion Dynamic Back Swivel Base

25 RE-VIVE PRODUCT & MERCHANDISING STRATEGY 2015

26 PRODUCT & MERCHANDISING STRATEGY 8 models to enlarge consumer targets and more covering options to widen the product range and satisfy any consumer needs

27 PRODUCT & MERCHANDISING STRATEGY COMPLETE CATALOGUE COLLECTION QUILTED 600K 600Q LINEAR 601K 601Q TAILORED 602K 602Q CASUAL 603K 603Q CLUB 604K 604Q LOUNGE 605K 605Q SUIT 606K 606Q NEW WING 608K 608Q * All models are available for point of sales in and out of Natuzzi Italia Network

PRODUCT & MERCHANDISING STRATEGY QUILTED 600K

LOUNGE 605K 605Q CASUAL 603K 603Q * All models

28 PRODUCT & MERCHANDISING STRATEGY QUILTED 600K 600Q 5 SUGGESTED STYLES FOR DISPLAY CLUB 604K 604Q NEW WING 608K 608Q 3 STYLES TO SELL FROM CATALOGUE LINEAR 601K 601Q TAILORED 602K 602Q LOUNGE 605K 605Q CASUAL 603K 603Q * All models are available for point of sales in and out of Natuzzi Italia network

PRODUCT & MERCHANDISING STRATEGY NATUZZI RE-VIVE FREE MARKET COLLECTION PROGRAM 2015

MB01 MB02 MB03 BF05 BF07 CAT. 10 CAT.15 CAT.20 CAT.25 CAT.78 cat. 85 cat. 86 cat.

metal metal burnished pewter Rely Le Mans Rewind Fully Resalt Gemelli Assisi Cuero

Madison Levante Pegaso spine spine spine spine spine Marco 600K - 600Q x x x x x x x x x x x

x x x x x x x x x x x x x x x x x x 603K - 603Q x x x x x x x x x x x x x x x x x x x x x

x x x x x x 606K - 606Q x x x x x x x x x x x x x x x x x x x 608K - 608 Q X X X X X X X X X

CLUB 604K 604Q LOUNGE 605K 605Q SUIT 606K 606Q NEW WING 608K 608Q new proposal 2015 - TBC

29 PRODUCT & MERCHANDISING STRATEGY NATUZZI RE-VIVE FREE MARKET COLLECTION PROGRAM 2015 VERSIONS FINISHING COVERINGS - FREE MARKET MODELS BF01 BF02 BF03 MB01 MB02 MB03 BF05 BF07 CAT. 10 CAT.15 CAT.20 CAT.25 CAT.78 cat. 85 cat. 86 cat. 88 chair+head+foot chair chair+foot chair+head footrest black base/spine white brown metal metal metal burnished pewter Rely Le Mans Rewind Fully Resalt Gemelli Assisi Cuero base/spine base/spine base/black base/white base/brown base/black base/brown San Scottsdale Madison Levante Pegaso spine spine spine spine spine Marco 600K - 600Q x x x x x x x x x x x x x x x x x x x x x 601K - 601Q x x x x x x x x x x x x x x x x x x x x x 602K - 602Q x x x x x x x x x x x x x x x x x x x x x 603K - 603Q x x x x x x x x x x x x x x x x x x x x x 604K - 604Q x x x x x x x x x x x x x x x x x x x 605K - 605Q x x x x x x x x x x x x x x x x x x x x x 606K - 606Q x x x x x x x x x x x x x x x x x x x 608K Q X X X X X X X X X X X X x x x x x x x x QUILTED 600K 600Q LINEAR 601K 601Q TAILORED 602K 602Q CASUAL 603K 603Q CLUB 604K 604Q LOUNGE 605K 605Q SUIT 606K 606Q NEW WING 608K 608Q new proposal TBC THE SAME CHAIRS ARE SOLD IN NATUZZI ITALIA RETAIL NETWORK, BUT ACCESSING TO ALL NATUZZI ITALIA COVERING COLLECTION OF NATUZZI ITALIA.

30 PRODUCT & MERCHANDISING STRATEGY Product tools

31 PRODUCT & MERCHANDISING STRATEGY Visual Concept 3 MOODS FOR 3 DIFFERENT CONSUMER HOMESTYLE

32 PRODUCT & MERCHANDISING STRATEGY Visual Concept CASUAL MOOD ICONIC PRODUCT Mod. 600 Quilted

33 PRODUCT & MERCHANDISING STRATEGY Visual Concept CASUAL MOOD SUGGESTED COVERINGS PALETTE COLORS SUGGESTED BASE FINISHINGS 20PA MATT WHITE NICKEL C3 20PI 20PD BZ RE-VIVE Colour Moods 2015 Style Center Natuzzi CY

34 PRODUCT & MERCHANDISING STRATEGY Visual Concept VINTAGE MOOD ICONIC PRODUCT Mod. 604 Club

35 PRODUCT & MERCHANDISING STRATEGY Visual Concept VINTAGE MOOD SUGGESTED COVERINGS PALETTE COLORS SUGGESTED BASE FINISHINGS MATT BROWN PEWTER 15ZG 20RB 15ZC 15 ZH 25EW RD RE-VIVE Colour Moods 2015 Style Center Natuzzi 20RE

36 PRODUCT & MERCHANDISING STRATEGY Visual Concept URBAN MOOD

37 PRODUCT & MERCHANDISING STRATEGY Visual Concept URBAN MOOD SUGGESTED COVERINGS PALETTE COLORS SUGGESTED BASE FINISHINGS MATT BLACK BURNISHED C EW B EV RE-VIVE Colour Moods 2015 Style Center Natuzzi 20RC 40BM

38 RE-VIVE DISTRIBUTION STRATEGY 2015

39 DISTRIBUTION STRATEGY - Objectives o Open New Accounts o Empower the Natuzzi Re-vive product and brand presentation o Accellerate target penetration and reach relevant market share o Enlarge space to show more options and compete with other brands displays o Revamp the actual NRDS to make it more acctractive and less intimidating

40 DISTRIBUTION STRATEGY - Retail Format DISPLAY 3 - Disconnected Point Format The RE-vive Display shows 3 chairs for each mood by following a defined product selection. We suggest to show a collection with a number of chairs between 6 and 9; DISPLAY 5 - Disconnected Gallery Format The Re-vive Display shows 5 chairs for each mood by following a defined product selection. We suggest to show a collection with a number of chairs between 5 and 15; MONOBRAND STORE Store of approximately 50 sqm independent and autonomous. Has a dedicated entrance, shop windows and a dedicated sales force. We suggest to show the entire Natuzzi Re- vive collection in line with 3 Moods Proposal. * For Free Market Retail Format we have a dedicated covering collection in terms of colors and covering articles

41 DISTRIBUTION STRATEGY - Retail Format Display 3 chairs by each mood Disconnected Point Format LAYOUT EXAMPLES ( for reference only)

42 DISTRIBUTION STRATEGY - Retail Format Display 3 chairs by moods Disconnected Point Format LAYOUT EXAMPLES ( for reference only) Exp. Surface 8sqm 3 CHAIRS 1 Style Total Cost (Complete Display System) 2288,00 Cost/Surface 286,00 /sqm

43 DISTRIBUTION STRATEGY - Retail Format Display 3 chairs by moods Disconnected Point Format LAYOUT EXAMPLES ( for reference only) Exp. Surface 14sqm 6 CHAIRS 2 Styles Total Cost (Complete Display System) 2288,00 Cost/Surface 163,00 /sqm

44 DISTRIBUTION STRATEGY Retail Format Display 3 chairs by lifestyles Diconnected Point Format LAYOUT EXAMPLES (for reference only) Exp. Surface 44 sqm 10 CHAIRS (1 chair for Experience Totem) 3 Styles Total Cost (Complete Display System) 4030,00 Cost/Surface 91,60 /sqm

45 DISTRIBUTION STRATEGY - Retail Format Display 5 chairs by moods Disconnected Gallery Format LAYOUT EXAMPLES ( for reference only)

46 DISTRIBUTION STRATEGY - Retail Format Display 5 chairs by moods Disconnected Gallery Format LAYOUT EXAMPLES ( for reference only) Exp. Surface 14, 5 sqm 5 CHAIRS 1 Styles Total Cost (Complete Display System) 3302,00 Cost/Surface 227,70/sqm

47 DISTRIBUTION STRATEGY - Retail Format Display 5 chairs by moods Disconnected Gallery Format LAYOUT EXAMPLES ( for reference only) Exp. Surface 25,5sqm 5 CHAIRS 1 Styles Total Cost (Complete Display System) 3302,00 Cost/Surface 129,50 /sqm

48 DISTRIBUTION STRATEGY - Retail Format RE-VIVE Monobrand Store LAYOUT EXAMPLES (for reference only)

wall as a focal point of the installation Joint panel

49 DISTRIBUTION STRATEGY - New Display System 3 Base Elements Experience Totem with a TV screen Lighting wall as a focal point of the installation Joint panel to create a modular and flexible display to fit the store layout

50 DISTRIBUTION STRATEGY - New Display System The Free standing lighting wall o o o gives visibility to Natuzzi ReVive logo show the 3 moods according to a dedicated product collection is freestanding and double face with a structure (frame) that can be assembled in a very easy and fast way. o is a flexible item that can be fit different store layout o is cost effective

51 DISTRIBUTION STRATEGY - New Display System The Experience Totem o Double Side Totem TV (32 ) to show features and experienced product o Pocket brochure holder on the front o ADV image campaign on the back

52 DISTRIBUTION STRATEGY - Revamping Kit More visible logo and eye catching image New tutorial video

53 DISTRIBUTION STRATEGY - Revamping Kit RENDERING OF A REVAMPIG POS Actual pos

54 RE-VIVE NEW COMMUNICATION & MARKETING STRATEGY 2015

55 COMMUNICATION & MARKETING STRATEGY - Objectives o Focus on RE-VIVE as icon of Natuzzi brand in terms of design, innovation and performances o o Focus on Communication & Media Investments New RE-VIVE Campaign in line with Natuzzi DNA and Harmony Maker o o New Key Message - Find your Personal Disconnection Increase Brand and product awareness

56 COMMUNICATION & MARKETING STRATEGY New Campaign HARMONY MAKER & DNA HARMONY WITH YOUSELF BRAND VALUE

new innovation in movement RE-VIVE is the place where you can pause

57 COMMUNICATION & MARKETING STRATEGY New Key Message RE-VIVE moves as you move, among many positions you can find you own RE-VIVE to generate a new innovation in movement RE-VIVE is the place where you can pause your life to revive your body, soul and mind FIND YOUR PERSONAL DISCONNECTION

58 COMMUNICATION & MARKETING STRATEGY New Brochure

59 COMMUNICATION & MARKETING STRATEGY New Display Images

60 COMMUNICATION & MARKETING STRATEGY In store communication Technical Catalogue Product Card RE VIVE Label Price Card RE VIVE video

61 RE-VIVE SALES FORCE TRAINING & INCENTIVE PROGRAM 2015

62 SALES FORCE TRAINING PROGRAM 2015 o Focus on Training to convey product benefits and features o Promote Sales Force Engagement as a Key Factor to engage with the brand and product o Promote Sales Force Incentive Program to push sales

63 SALES FORCE TRAINING PROGRAM- Interline & Furnitalia

64 SALES FORCE TRAINING PROGRAMM - Dealer Incentive Program

65 SALES FORCE TRAINING PROGRAMM - Tools

66 RE-VIVE LAYOUT SALONE DEL MOBILE 2015-

68 THANK YOU

BOUTIQUE LEATHER COLLECTION BOOK 2017

BOUTIQUE LEATHER COLLECTION BOOK 2017 2 BRACCI is a luxury leather collection that is built in a state of the art Factory, located in southern Italy, that specializes in the manufacturing of high-end contemporary