As one of the three brands under the Alf Group umbrella, Alf DaFrè's origins date back to 1951, when a group of skilled carpenters in a woodworking-rich region of Italy came together to create ALF (Artigiana Legno Francenigo). Over the decades, Alf DaFrè has evolved into a hallmark of quality and aesthetic ingenuity, blending traditional expertise with modern design. In this interview, we look back on 2024 and delve into the brand's global reach, the current industry challenges and how to navigate the ever-changing market landscape.
Direction: Maria Cristina Piovesana, Piero Piovesana and Flavio DaFrè.
Can you tell us more about the history of Alf DaFrè and how it was founded?
'Alf DaFrè is one of three brands of Alf Group. ALF was founded in 1951 in a region renowned for its woodworking tradition. It emerged from the vision and initiative of a group of young carpenters, who came together to establish the artisan cooperative ALF (Artigiana Legno Francenigo).
In 1957, the Piovesana brothers took ownership of the company, steering it towards becoming a thriving industrial enterprise. During the 1980s, the acquisition of the Da Frè company marked a pivotal moment, solidifying the core values that define Alf DaFrè today: a deep connection to its local roots, mastery in skilled furniture making, and a strong focus on aesthetic innovation.'
In what markets is the brand most active?
'The brand is active in over 70 countries worldwide, showcasing a truly global presence. Italy leads our key markets, remaining the core of our operations, followed by France and Spain. Beyond these, we have a solid presence throughout Europe and are steadily expanding into other strategic regions worldwide. This broad reach underscores our dedication to connecting with customers globally and reinforcing our position in the international market.'
Poker system.
How is the market right now?
'The market today is far from simple, characterised by rapid changes and evolving dynamics. However, thanks to our strategic investments, continuous product research, and a solid marketing strategy, we are experiencing strong growth that defies the trends within the industry. This resilience highlights our ability to adapt to challenges in the economy and transportation sectors while remaining focused on innovation and meeting the needs of our customers.'
As we're nearing the end of the year, how do you look back on 2024?
'As we approach the end of the year, we look back on 2024 as a truly pivotal year for our brand. This year marked the introduction of the innovative Poker system, a revolutionary concept that transforms a simple wardrobe into a multifunctional storage solution. Additionally, we launched exciting new collections designed by Gordon Guillamier, including the Gubia table and sideboard, which stand out for their sculpted surface volumes, and the Pols table, featuring a refined annealed glass top perfectly paired with the Stiks chair. These milestones have reinforced our commitment to design excellence and innovation.
We also would like to take this opportunity to invite you to discover the collections of Alf DaFrè and explore the work we have accomplished this year with Private View, a monograph dedicated to the collaboration between our brand and designer Gordon Guillaumier. You can find it on our website.'
The Rigadin Table and Gubia Sideboard. Photo: Mattia Balsamini.
What was the biggest challenge for the industry in 2024?
'The biggest challenge for the industry in 2024 has been navigating a world in constant flux. Success requires the ability to closely analyse markets and global trends to ensure the development of products that are both relevant and effective. Staying aligned with these rapid changes is essential to maintaining a competitive edge. Adapting to shifting consumer demands and evolving market conditions has proven to be a critical factor for any brand aiming to thrive in today's dynamic environment.'
What were some of the trends this year, and do you expect them to continue into the new year?
'When it comes to trends, the rapid and constant pace of change makes it challenging to rely on fleeting movements. Instead, the best long-term strategy is to focus on creating a distinctive, identifiable style. This approach not only ensures recognisability but also helps the brand stand out as unique in an ever-evolving market. By staying true to a clear and authentic identity, we can navigate shifting trends while maintaining relevance and appeal.'
What are your plans for 2025?
'For 2025, we are planning to continue strengthening our strategy to enhance the presence and visibility of our brand. This involves building on our successes, expanding into new markets, and reinforcing our commitment to innovation and design excellence. By staying focused on these objectives, we aim to solidify our position as a leader in the industry.'
More information:
Alf DaFrè
[email protected]
www.alfitalia.com
Italy