Fabiana Scavolini, CEO of Scavolini S.p.A Photo: Courtesy of Milano Finanza

"The taste of Chinese consumers has aligned more and more with that of Europeans, shifting increasingly towards design and lifestyle - areas in which Italian brands clearly hold a strong advantage," says Pietro Barucca, Asia-Pacific regional manager for Scavolini, one of Italy's leading kitchen manufacturers. 

"The connection between the Italian lifestyle and a Scavolini kitchen is very strong for Chinese consumers; and for us, that's a fundamental asset. The customer doesn't just buy or evaluate the product in itself - they're drawn to the story and image of the brand and to the aspiration for a different way of living," he explains.

"In this light, the changes currently taking place in Chinese society are key. Accelerated by the aftermath of COVID, China, after decades of fast-paced economic growth, is now placing greater emphasis on allowing oneself personal pleasures and enjoying more time at home with family," continues Barucca, who has lived in China for years to promote the brand. 

"This is where the Italian kitchen comes in with its focus on design down to the smallest details, premium materials, innovative technical solutions and accessories, creating the foundation for a more beautiful and enjoyable home environment."

Scavolini entered the Chinese market in 2001, and in 2014, Scavolini opened a representative office. Through strong coordination and marketing efforts, the brand now has over 30 distributors, each with their own showroom in major Chinese cities.

"The kitchen market in China can be divided into two segments: a low- to mid-range dominated by local brands, and a high-end segment where Italian and German brands prevail," Barucca continues. 

"The Germans arrived earlier and effectively leveraged the image of their products, driven by the strength of their automotive sector. But over time, particularly in the high-end segment, the Italians have caught up."

Scavolini was founded in 1961 in an artisanal workshop in Pesaro, Italy's central Marche region, by two craftsmen - brothers Valter and Elvino Scavolini. In 1984, thanks to its specialization in modular kitchens, it became known as "the most loved kitchen by Italians." Today, the brand also offers bathroom furnishings and, more recently, a complete range of living room furniture and accessories, and is present in over 50 countries worldwide.