MILAN — Historic Italian furniture-maker Giorgetti said Thursday that it opened its first flagship showroom in Washington, D.C., with local partner Salus Homes. “It’s the latest milestone in the U.S. development strategy, where the company already has four, single-brand spaces: New York [opened last year], Boston, Houston and Los Angeles,” Giorgetti said in a statement.
The luxury home firm was founded in the late 1890s by Luigi Giorgetti with a little shop in Meda, Italy, amid the furniture-making heartland of Brianza, with about eight workers. In 1898 he built his first factory and by the 1920s he had already charted U.S. territory, becoming a successful exporter, introducing semi-finished carved products to the market for the first time.
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In 2015, 100 percent of Giorgetti’s share capital was bought by Progressio, a private equity firm.
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The new Giorgetti showroom opened its doors in the Georgetown neighborhood on Wisconsin Avenue. “With this new space, we therefore want to reinforce our dialogue with the local market, presenting the characteristics which have defined the aesthetic of our brand for 126 years: quality, passion for details and sophisticated elegance,” Gruppo Giorgetti chief executive officer Giovanni del Vecchio said. In recent years, the firm has worked with cutting-edge designers such as Draga&Aurel and Ludovica Serafini and Roberto Palomba.
Inside the new store, visitors first encounter the brand’s Vesper modular sofa, designed by Roberto Lazzeroni, and famed Galet coffee tables by Ludovica Serafini and Roberto Palomba. Elsewhere, the oval Mizar table by Lazzeroni, with its cast bronze base and sophisticated treatment of the marble top, and the Shibusa cabinet by Mauro Lipparini highlight the firm’s craftsmanship.
Overall, Italian brands are flocking to Georgetown, as the appetite for high-end home brands there continues to intensify.
In June, fellow furniture-maker Poliform opened in Georgetown. Poliform’s fifth store in the U.S. is a directly operated flagship located at 3304 M Street NW in Cady’s Alley.
Fellow Italian furniture-makers like Molteni&C, Boffi De Padova and B&B Italia are also among their Italian neighbors. Italian design brands continue to collectively corner prime U.S. retail real estate, such as New York City’s Madison Avenue or NoMad area.