Website development for a licensed furniture collection
ETRO Home Interiors is the furniture collection that brings the aesthetic of a fashion house into the home, produced under licence by the industrial group behind it. A project of this kind imposes a specific requirement: the website must live up to the standards of an internationally recognised brand, which the public is already familiar with through other channels.
The structure reflects the breadth of the collection, which is not merely a range of accessories but a complete lifestyle offering. The catalogue is organised by type and covers the entire home: modular and linear sofas, armchairs, chaise longues, pouffes, coffee tables, console tables, dining tables and chairs, kitchens, living and bedroom storage units, bookcases and beds.
This core range is complemented by categories that extend the collection beyond traditional furniture, from beauty products to home offices, right through to outdoor furniture, lighting, mirrors and accessories. This is a significant expansion, as a collection that also encompasses outdoor spaces and lighting presents itself as a complete system rather than merely a catalogue of individual pieces.
The website is entirely in English – a choice consistent with a fashion brand that caters to an international audience of designers, retailers and end customers – and focuses on new additions to the collection, as in this sector the seasonal nature of launches dictates the market’s attention.
Working on a brand that the public is already familiar with
When a project involves a licensed collection from a fashion house, the brand is presented to the visitor with an already established identity. The website does not need to build this identity but must live up to it, and above all, translate it into a context different from its original one.
The most significant structural decision was to provide space for the full breadth of the catalogue, including categories that go beyond traditional furniture, such as outdoor furniture, lighting and mirrors. This is not merely a matter of completeness: a collection that also covers outdoor spaces and lighting presents itself as a living system, and the structure of the website is what highlights this distinction. We are based in Cantù, in the district where these collections are produced.
NewVisibility was founded in 2013 based on an idea by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then, we have worked with over three hundred clients. We are a small, close-knit team: you speak directly to the people working on your project, with no middlemen, even after the site goes live.
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NewVisibility, a web development agency based in the province of Como, which designed the catalogue’s structure and developed the collection’s website.
A furniture collection that brings the aesthetic of a fashion house into the home, produced under licence by the industrial group that manufactures it.
A comprehensive range of home furnishings: sofas, armchairs, tables and chairs, kitchens, storage units, bookcases and beds, as well as outdoor furniture, lighting, mirrors and beauty products.
Because the audience is international: designers, retailers and end customers of a fashion brand recognised beyond national borders communicate in that language.
Translating its codes into a new context. The identity already exists, so the website does not need to build it, but must live up to the expectations that the brand generates.
Because in the fashion and home furnishings sector, the seasonal nature of collections dictates the market’s focus, and new releases are what draw the public back to the website.
Yes. We’re in Cantù, in the district where these collections are produced, and we’re working on various projects that stem from the intersection of fashion and interior design.