Frette luxury linens celebrated the grand opening of its brand-new Madison Avenue storefront on December 6th, 2023. Based in Milan, Frette has been an established linens brand since 1860.
The company celebrated the grand opening of its spacious new location with an intimate cocktail party featuring drinks, Hors d’oeuvres, stunning floral arrangements, and even a harpist.
Spotlight sat down with CEO Filippo Arnaboldi to discuss Frette and its fabulous new NYC storefront.
You have been with Frette since 1990. How has the brand evolved during your tenure?
While at Frette, which dates back to 1990, I witnessed the brand’s significant evolution. Rooted in tradition and craftsmanship, our history has embraced innovation and adapted to changes in the global market. Frette has consistently upheld its commitment to impeccable quality and offering extraordinary materials while adjusting to changing customer needs and industry trends.
The product range has expanded to include renowned linens, loungewear, new fabrics, and accessory lines, providing a comprehensive experience for customizing all interiors. Moreover, we have embraced technological and digital innovation, extending Frette’s excellence to new markets and reaching a wider audience through online platforms and e-commerce strategies without compromising our dedication to customer experience.
Tell us about Frette’s new NYC location. What kind of experience will customers have when they
shop there?
A visit to the Frette store promises an extraordinary experience for our customers. The environment is designed not just as a sales space but as an oasis where one can immerse oneself in the excellence of Italian craftsmanship, luxury, and elegance that defines the Frette brand.
Inside the store, customers embark on a sensory journey through creatively themed spaces, experiencing the sophistication of our collections. The atmosphere is welcoming and elegant, and our highly qualified staff provides personalized advice, assisting customers in selecting products that best suit their needs and tastes.
What was the most challenging part of becoming CEO of Frette? Why?
Assuming the CEO role at Frette brought forth numerous exciting and challenging tasks. The most demanding aspect was navigating a constantly changing market, maintaining design and product quality excellence, and staying attuned to consumer tastes and market dynamics. Additionally, leading the team towards strategic goals and balancing innovation and tradition presented an exhilarating challenge.
What was the most rewarding moment of your career? Why?
Joining Frette 25 years ago marked the commencement of an exhilarating journey. Each challenge overcomes and every goal achieved has been a fundamental building block for my personal growth. However, reaching the position of CEO was the pinnacle of that journey.
It was a moment of great personal satisfaction, not only for the role itself but for recognizing the commitment and passion I have always had for this company. It was the point at which I felt I had significantly contributed to Frette’s success and development, filling me with pride.
How does Frette stand out from other luxury bedding brands?
For over a century, Frette has epitomized Italian craftsmanship, meticulous attention to detail, quality materials, and precision in manufacturing. Our unwavering commitment to innovation enables us to push the boundaries of design and materials continually. We are at the forefront of presenting new textile techniques, material combinations, and unique styles that embody contemporary luxury.
We aim to provide consumers with pleasant experiences in various settings—at home, on vacation, while traveling, or shopping. We aspire to be more than a textile brand, offering a complete luxury lifestyle. Another key element is our pursuit of perfection in comfort. Beyond the outward beauty of our products, we strive to ensure that every piece of household linen provides unparalleled comfort.
In your opinion, what is the most important step when choosing bed linens?
Undoubtedly, the evaluation of material quality, influenced by the tactile experience of our fabrics, is crucial. The careful selection of materials determines comfort resistance and defines aspects such as thermoregulation, breathability, and ease of maintenance. While style and design play significant roles, the quality of materials constitutes the most critical.
As CEO of Frette, what are your corporate values? How do you motivate your employees?
Innovation drives our progress. In an ever-changing industry, staying ahead is crucial. Integrity is a fundamental pillar, promoting trust in relationships with customers, collaborators, and business partners. We ensure transparency, honesty, and accountability in everything we do.
To motivate employees, I emphasize respect, recognition, and personal development. Every team member should feel valued, appreciated, and challenged to perform at their best. I foster open and constructive dialogue because transparent communication is essential to maintaining the vision and enthusiasm for our common goals.
What is the most important part of your job? Why?
My primary responsibility is leading the company towards long-term success, balancing immediate goals and a long-range vision. This involves making tough decisions, investing in new opportunities, and ensuring that every initiative aligns with Frette’s mission and values. The company’s success is closely tied to the strength and enthusiasm of the team. The most fulfilling part of my job is seeing the team’s commitment translate into tangible achievements, such as customer satisfaction, and positively influencing people’s lives through our work with beauty.
In the age of working from home, how has the bedding market changed luxury in recent years?
The shift towards working from home has significantly influenced the luxury household linen market. This transformation has heightened focus on the quality and comfort of domestic environments. Many people now appreciate spending more time at home, taking greater care in creating and experiencing welcoming and comfortable spaces.
The luxury household linen industry has increased demand for high-quality products featuring premium materials, innovative designs, and attention to detail. Consumers seek sheets, blankets, bathroom accessories, homeware, and bedding that provide comfort and reflect a refined and luxurious lifestyle.
Additionally, the perception of sleep as an integral part of health and well-being has prompted investment in products that promote better rest, such as sheets made of breathable materials or with relaxing properties.
When creating a new product for Frette, what is the most important step in the design process? Why?
The most crucial stage is the ideation phase at the beginning of the design process. This is where
we define the creative direction and establish the foundation of the product. It is essential because this is when inspiration, concept, and the values the product will embody take shape.
Special attention is given to analyzing customer needs, industry trends, and innovation. It is a time of intensive research and brainstorming, seeking inspiration through discussion to create something authentic and relevant to our audience.
As 2024 approaches, what are your goals for Frette in the new year?
One of our primary goals is to expand our global presence, bringing Frette’s productions and expertise to more customers worldwide. We will focus on developing strategic partnerships and implementing targeted marketing strategies to increase brand awareness and customer satisfaction further. Investing in innovation and research remains a priority to anticipate emerging trends in the home furnishings industry and launch new collections that reflect the best of contemporary design. In 2024, we will continue to raise the bar, exploring new communication models to expand global awareness and appreciation for Frette.
Rooted in tradition and history, the new Madison Avenue location is a great place for both pre-existing and new relationships to flourish.
