industry insider | Dec 14, 2017 |
Poltrona Frau shares the secrets on what makes a best-seller

Ever wonder what goes into perfecting those popular pieces of Poltrona Frau furniture? Tomas Georgi of Poltrona Frau U.S. and Italy-based Nicola Coropulis, managing director for the brand, take a seat (figuratively) with EAL to give the inside scoop on two of the company’s top sellers: the Let It Be sofa and the Archibald chair.

Let It Be sofa
Let It Be sofa

The Archibald launched in 2009, with several extensions: Archibald A (high back), Archibald King (wingback) and most recently, an ottoman, while the Let It Be launched during Salone this year.

The Let It Be Sofa’s structure and cushions are upholstered in Pelle Frau leather from the Color System, Nest and Soul collections, in combination with fabric. Alternatively, Cuoio Saddle or Saddle Extra leather can be combined with Pelle Frau leather or fabric. The shelves and armrest or backrest surfaces are upholstered in Cuoio Saddle or Cuoio Saddle Extra leather. The frame is in die-cast aluminum with joints in black painted steel. The backrest and armrest structure, padded with polyurethane foam and polyester wadding, is in solid poplar and birch plywood. The seat spring system uses intertwined elastic belts, while the seat cushion is padded in goose down and polyester wadding. The feet are in molded aluminum with ruthenium finish.

The Archibald armchair, on the other hand, is wrapped in a Pelle Frau Safari leather “bag” cover. The trim around the edge of the upholstery is embellished with hand-painted raw-cut leather and finished with contrast stitching. The springs are formed from elastic belts, and are found in both the seat and the backrest of the armchair. The steel base and feet have a ruthenium finish.

Archibald chair

Poltrona Frau does not, unfortunately, release numbers on units sold. However, Georgi does admit, “I can’t think of a week that has gone by where we haven’t sold the Archibald. With many of our sofa introductions, there is a ‘get to know it period’ before orders begin to come, but Let It Be was instantly taken to by our customers and sales were much more immediate. The Archibald is such a versatile piece that seamlessly fits into every room. With Let It Be, the modular nature of the system really allows you to create an extremely personal seating solution. And it’s just so comfortable!”

They noticed an uptick in sales “immediately,” especially with the Let It Be, say Georgie and Coropulis. “We gathered positive feedback and a lot of orders during Salone. Prior to the sofa arriving in the SoHo showroom (in time for NYC x Design), we shared images of the sofa with our design clients, who immediately took to the design. Because of the various modules, this sofa can take infinite shapes. All you need is the space, and imagination. The sofa is named after the Beatles song, and the designers—married couple Ludovica and Roberto Palomba—intended the user to truly relax and leave their worries behind. The Archibald, by Jean-Marie Massaud, is just so versatile. It works in every space of the home. It is the single best-selling style in the Poltrona Frau collection.”

The reaction to both pieces has been, they say, “extremely positive,” among the trade and consumers. Some proof of that is Let It Be’s 2017 Archiproducts Award in the furniture category, and the Archibald’s 2010 Wallpaper* Design Award.

Want to stay informed? Sign up for our newsletter, which recaps the week’s stories, and get in-depth industry news and analysis each quarter by subscribing to our print magazine. Join BOH Insider for discounts, workshops and access to special events such as the Future of Home conference.