The furniture favourite was established in 1854 by Antonio Arighi and Antonio Bianchi, and the pair chose the famous silk town of Macclesfield in Cheshire to introduce their native Lake Como chic to the UK.
The retailer has now been run by five generations, surviving world wars, pandemics and countless recessions making it one of the longest established family-run independent retailers in the UK.
The transformative commercial strategy is the culmination of 18 month’s work and is based on intensive market and consumer analysis. Nothing was out of bounds within the strategy and it encompasses the complete evolution of product, e-commerce, store experience, as well as look and feel of the Arighi Bianchi corporate identity.
This is all aimed at driving both instore and online sales, brand awareness and engagement, amongst new and existing audiences securing Arighi Bianchi’s position for the next 170 years.
The senior management team lead by fourth generation family member Sarah Bianchi deliberately looked beyond the interiors industry, to see how the world’s best lifestyle offers achieve success and observing that great brands don’t just sell – they build communities and foster genuine relationships with consumers.
Commenting Sarah Bianchi, CEO said: “It’s staggering achievement to think we have been around for 170 years however now isn’t the time to rest on our laurels. Evolution has always been central to Arighi Bianchi’s success. We spent the last 18 months looking both inside and outside the business to ensure that this amazing legacy continues.”
“We’ve been helping people make their house a home for nearly two centuries and our standout product offer has always been central to this and will continue to be. However, what we have learned is that today’s consumers are looking for more from brands than just great products, it’s about inspiration, curation, ease of shop, stand out customer service, value and events that help to build a community they feel part us.”
“Today marks the start of an evolution from an iconic homeware’s retailer to a true lifestyle brand, ensuring that Arighi Bianchi will remain in the heart and minds of customers both in the North-West and now beyond for the next 170 years.”
The initial manifestation of the new strategy looks like:
Store experience & community
The complete ground floor of the iconic Macclesfield grade two listed showroom has had an entire refresh, with new contemporary room sets – this is also complemented by a new accessories department.
The second-floor cafe has been given a chic new makeover with direct lift access and has been renamed Caffè AB. Its elegant update provides relaxed all-day dining serving up seasonal, chef-made cuisine.
Through its extensive research, the Arighi Bianchi team identified the emerging customer trend of the experience economy with relatable activity events being central. Leaning into the magic of the store, the retailer has launched, for the first time, a comprehensive in-store events programme covering fashion shows, cookery classes, reflexology sessions, scent explorations with a luxury perfumier, champagne and cocktail pop ups and further wellness activities.
The programme is designed specifically to cement the retailer’s position as much more than a furniture store but more of a community hub. Giving customers yet another reason to visit the store.
E-commerce and brand identity
The retailer has re-launched its popular website arighibianchi.co.uk, hooked around a new brand identity that features a refines colour palette and logo taking inspiration from the store’s iconic building. The new look is also reflected physically across the store as well all its owned channels.
A focus on ease of shop and inspiration means that customers now have access to over 75 brands across furniture, lighting, accessories, interiors, curtains blinds, and kitchens, delivering a total offer for those complete refurbishing their home or for people looking to invest in that forever piece.
Service
With exceptional customer service being recognised as an essential point of difference, the team at Arighi Bianchi will also be rolling out its ‘white glove’ furniture delivery service nationally.
Arguably unique among British retailers, all delivery staff are directly employed by the company, ensuring consistently high standards for every customer. The service has already delivered luxury pieces to scores of A-list stars and even royalty.
The initiative is underpinned across the store and every customer touchpoint with Arighi Bianchi’s standout service training which is designed to maintain the retailer’s 5* Trustpilot rating.
Product
Arighi Bianchi unveiled a new accessories department in March 2024, welcoming new brands including Assouline, Paul Smith, Colours of Arley and Los Angeles-based independent PF Candle Co. This luxury homewares offering is intended to compliment the retailer’s extensive luxury furniture suppliers which include Cattelan Italian and Calligaris and drive engagement with new shopper audiences.
New marketing initiatives
A new marketing campaign entitled ‘Postcards From’ is launching for Spring 2024, another first, which will showcase the most-coveted global style and ‘how to get the look’ from leading destinations around the world, including Beverly Hills and Sicily.
This season also sees the introduction of ‘Giornale’ (Italian for newspaper). The 16-page publication will be available in digital and print versions offering inspiration covering interiors, luxury lifestyle, travel, food and drink, and beauty. 10,000 copies of Giornale will be distributed at key venues across Cheshire and beyond.
Arighi Bianchi has worked with acclaimed retail brand expert Kate Hardcastle who has offered strategic guidance around the new commercial growth strategy.
