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True Today
100+10 Years of True Evolution
monobrand stores in Shenyang, Guangzhou
and Chengdu. Since 2018, the company has
had a widespread presence in 35 of the top
fi rst-and second-tier Asian cities, including
Hong Kong, Shenzhen, Phnom Penh in Cam-
bodia, Ho Chi Minh City in Vietnam, Tokyo
and Osaka. The latest to open is the store in
Hagzou, China. Asia is therefore a key market
for Poltrona Frau, with the greatest potential
of growth for the Brand. In North America,
the Brand has consolidated its presence with
the opening of new monobrand showrooms
in Los Angeles, Miami and Houston. These
new locations join the direct stores in New
York and Washington, confi rming the US
The expansionary
strategy of retail has
seen the reinforcement
of the Flagship stores
in the United States (in
the photos the stores
in Los Angeles and
Miami, opened in 2018)
and in Europe with the
monobrand store in
London in 2015. While on
the Asian side, Poltrona
Frau is present in 35
di� erent cities since 2013.
Previous pages.
The Flagship store in
via Manzoni in Milan
inaugurated in 2015 in
the eighteenth-century
location of Palazzo
Gallarati Scotti. Since its
opening, the store has
been a laboratory for
the experimentation of
innovative exhibition and
display solutions.
market’s interest in the premium quality of
Poltrona Frau.
The company’s retail growth strategy
is expressed in the design of product show-
rooms that enhance the experience of the
Brand. They are large spaces, with attention
paid to every architectural detail, refl ecting
the timeless elegance of Poltrona Frau.
The showrooms are set up less like product
displays and more as living environments:
living rooms, dining rooms and bedrooms
with warm and welcoming atmospheres,
rich in accessories and furnishing solutions,
off ering a sensory experience of the quality
of Poltrona Frau’s materials and manufac-
