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Filippo Arnaboldi, Chief Executive Officer of Frette, tells us how this luxury lifestyle Italian brand is moving forward with times yet not forgetting about its existing legacy.

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As CEO of Frette, Filippo Arnaboldi has strengthened the 160-year-old brand’s global expansion across retail, wholesale, e-commerce and hospitality. He has also enhanced its awareness and desirability while maintaining Frette’s core values. Arnaboldi joined Frette in 1999 and was appointed CEO in 2017. Prior to that, he has held senior management positions with the company, including Vice President and General Manager of Frette North America.

In recent years, Arnaboldi has been focusing on the evolution of the brand’s product assortment and organic partnerships to support its positioning and growth as a leading luxury lifestyle brand.

You have been in the industry for a long time. What are some of the changes in your target audience’s requirements that you’ve observed in recent times?

Tastes are ever-changing and vary from person to person, so it’s important for us to strategically evolve our product offering and expand our services to meet the needs of the modern consumer.

In addition to refreshing our foundation of timeless pieces each season, we recently began to transition beyond the bedroom and bathroom. While we have crafted loungewear for women and men for decades, we now also offer our clients accent pieces for the home, such as throws, decorative pillows, and home fragrances. Frette is more than luxury linens – we are a luxury lifestyle brand that our clients can experience in many aspects of their life.

What are some of the new trends we should anticipate in the world of luxury linens?

Since 2016, the brand has given up the concept of “seasonality”. We want to introduce new products that interior designers and both new and existing clients can seamlessly pair back to existing assortments.