Built upon the foundation of Italy’s Florim Group, Florim USA has been committed to ongoing innovation in producing timeless and sustainable porcelain products since 2001. Company officials agreed that it was time for a new point in the firm’s development to take place. After much strategic planning, which included total marketplace evaluations, the firm’s Milestone brand was introduced. We recently connected with Marco Fregni, CEO of Florim USA, to discuss the brand strategy.
FT: What is Milestone? Fregni: The Milestone brand represents the culmination of our efforts to produce collections specifically for the A&D marketplace, which are distributed via our own separate channels. This means that Florim USA, via its Milestone brand, is designing and manufacturing—directly in the USA for the first time—collections aimed at a new generation of designers who have been showing increased interest in Italian design trends in recent years, with colors and formats that were previously only offered in the North American market through imported products.