Poliform founders

Poliform is continuing its international expansion, this time with a decisive focus on the East. In recent months, the Italian high-end furniture brand has strengthened its presence in China with a series of strategic new openings that reflect not only commercial growth but also a clear cultural vision of contemporary design. 

From the representative office inaugurated in Beijing in mid-2025 in the Sanlitun area to the monobrand showrooms opened in key cities such as Hangzhou, East China's Zhejiang Province, Shijiazhuang, North China's Hebei Province and Xiamen, East China's Fujian Province, Poliform is building an extensive network in one of the most dynamic markets in the world. The new Chinese headquarters, conceived as a hybrid space between a relational hub and an experiential venue, represents an evolution of the showroom concept: no longer just a commercial showcase, but a meeting place for architects, designers, developers, and local partners, who are capable of conveying the brand's values and style. 

Alongside this structure, retail growth continues with showrooms that interpret the Poliform lifestyle, adapting it to the local context. In Hangzhou, for example, the architectural project plays on the contrast between dark surfaces and warm interiors, while in Shijiazhuang and Xiamen, the spaces are developed as complete homes, where living areas, kitchens, and bedrooms interact through modular systems and integrated solutions. These openings consolidate an already significant presence. Today, Poliform has a global network in 95 countries with approximately 400 points of sale, over a hundred of which are monobrand, and more than twenty in China alone. 

This expansion responds to a precise strategy of intercepting a growing demand for high-end furniture in rapidly transforming urban contexts, where Italian design continues to represent a cultural reference point as well as an aesthetic one. 

Marco Spinelli, CEO of Poliform

Craftsmanship to global scale

To understand Poliform's strength in the international market, it is necessary to return to its origins. The company was officially founded in 1970, evolving from a craft-based reality established in 1942, and immediately distinguished itself for its industrial vocation capable of combining design quality with large-scale production. Over the decades, the brand has demonstrated an extraordinary ability to adapt to market changes and ways of living. From initial production, it has transitioned to an increasingly broad and structured offering, which today includes systems and accessories for all domestic environments: kitchens, wardrobes, bookshelves, upholstered furniture, tables, and seating. A fundamental step was the acquisition in 1996 of the Varenna brand specialized in kitchens, which was fully integrated under the Poliform name in 2018 to strengthen the company's unified identity. 

The early 2000s marked another turning point with the establishment of the Contract division, allowing the group to enter the segment of large international supplies, collaborating on residential and hospitality projects on a global scale. More recently, in 2023, the launch of the first outdoor collection further expanded the offering, confirming the desire to cover every aspect of contemporary living. 

Poliform's new headquarters in Beijing Photos: Courtesy of Poliform

Recognizable, timeless style 

While commercial expansion represents the most visible face of Poliform, it is in its style that the key to its identity lies. The brand's design philosophy is based on an essential aesthetic, where form follows function, and every superfluous element is eliminated. The result is an elegant, coherent design destined to last over time. The collection is structured as an integrated system, where each product interacts with others to create harmonious and fluid environments. 

Particular attention is paid to the quality of materials and product engineering, aiming to ensure high performance and long durability. It is not just about aesthetics but a true culture of design that centers on the experience of living. 

Additionally, there is a growing commitment to sustainability. Products are designed to be reusable and recyclable at the end of their life cycle, while the selection of materials prioritizes responsible solutions. This approach reflects a contemporary industrial vision that is attentive not only to design but also to environmental and social impact. 

The new openings in China thus take on a meaning that goes beyond mere commercial expansion. The country today represents a privileged laboratory for experimenting with new retail formats and new ways of telling the brand. Showrooms have become immersive spaces where customers can experience the complete Poliform lifestyle, encompassing architecture, interior design, and technology. Poliform's design, while maintaining an Italian imprint, demonstrates flexibility and universality, capable of engaging with different markets and sensibilities. 

Poliform in Xiamen

New governance, same vision 

Leading this phase of growth is recently appointed CEO Marco Spinelli. Having joined the company in 2007, Spinelli has built his career closely with the founders, developing a deep understanding of the business and a cross-sectional view of corporate dynamics. His appointment marks an important generational transition while ensuring continuity. The founders remain actively involved in governance, guiding the transition and ensuring strategic coherence. In his first address as CEO, Spinelli emphasized the desire to enhance the wealth of skills and product culture that makes Poliform recognizable globally, focusing on strengthening its presence in key markets and developing new brand experiences. 

The announcement of the new leadership comes at a particularly significant moment, just before Milan Design Week, where Poliform continues to play a leading role in the international design landscape. With geographical expansion, product innovation, and managerial renewal, the company seems ready to face a new phase in its history, a phase in which the challenge will be to maintain the balance between global growth and identity, and between innovation and tradition. 

In this scenario, China represents not only a strategic market but also a testing ground for the brand's future. And Poliform, with a history rooted in Italian craftsmanship but looking to the world with an industrial vision, seems well-equipped to continue interpreting and anticipating the evolution of contemporary living.