Dienne’s story has deep and authentic roots. And like all the most beautiful stories, it revolves around people and their dreams, the courage to take risks. Filippo Direnzo and Cecilia Nicoletti were just over twenty when, in 2001, they embarked on an adventure moved by a single desire: to give life to something new in the world of the living room, that was unique, beautiful and at the same time useful not only for them but also for the customers who immediately trusted them.
Interview with Irene Mercadante, Export Sales Manager at Dienne Salotti.
A brief description of the company and its activities.
Irene Mercadante: Founded in 1999, for more than 20 years, we have been guided by the love for the best Italian tradition of sofas, armchairs and sofa-beds.
Our aim is to satisfy the demand of our customers, focusing on innovation, unique design and quality.
Our Company is characterized by a strong sense of creativity, affected and improved by the constant market growth.
At Dienne all fabrics are removable, washable and highly abrasion-resistant and express the “Pure Italian Style” which stands the test of time. Our products are 100% made in Dienne!
What are the main areas of activity of the company?
I.M: Our main areas are: Italy, France, Russia, Germany, Slovakia, Poland, China, India, UAE.
We are proud to announce that we export all over the world.
What’s the news about new products/services?
I.M: Creativity and technology, comfort and functionality: these are the features of the new mechanism designed by Giulio Manzoni, holder of numerous international and European patents, established and recognized industrial designer of remarkable projects in the field of convertible furnishing. The Fly mechanism, designed, created and patented exclusively for Dienne sofa beds has no lever. This hallmark allows to reduce the overall volume of the convertible mechanism and to increase the fitting space of the mattress. The size of the mattress matches the surface of the mechanism unlike any other mechanism today available on the market. Fly has a safety lever that prevents any accidental closure of the sofa. Once unhooked, the two gas pistons ease the transition from bed to sofa.
We customize sofas on demand according to customers’ needs.
Our design department is at our customers’ disposal.
Support with 3D files for architects, configurator and augmented-reality application.
What are the ranges of products/services?
I.M: From medium to high-end, we can reply to any demand in several respects.
Our objective is actually to create a high quality and contemporary design sofa-bed, ideal for a modern living room. We always ensure the best proposals in terms of comfort and elegance. Always guided by passion and intuition, our sofa-beds are the result of very careful selections and a perfect combination between the functional and aesthetic furniture aspects.
What is the state of the markets where you are currently active?
I.M: Dienne has become a brand and if we consider that we export to China and to those markets where production is definitely more competitive compared to the European one, there might be a reason surely linked to the above-mentioned points. We have built and still building our reputation for being particularly stylish and particularly reliable. Ironically, markets facing economic impacts due to the actual situation in Middle East, are the most ACTIVE ones.
What can you tell us about market trends?
I.M: Curves and arches were set to be a big interior trend for 2024 and so it was!
Moving away from the rigid, geometric forms that have dominated the past few years, Milan Design Week 2024 embraced fluid, organic shapes. Sofas, tables, and lighting fixtures featured soft curves and undulating lines, fostering a sense of calm and relaxation in interior spaces.
And the choice of a natural colours palette were to create a sense of earthy stability and timeless interiors. The Salone del Mobile 2024 was a great success!
I would love to share with you pictures of our model CURVI.
What are the most innovative products/services marketed?
I.M: We have a long list of innovative products and services. One of these surely is our bed mechanism called FLY as mentioned at point 3, that has generated a particular interest for both residential and hospitality. It’s recommended for those who need the very best in quality, regardless of its cost.
What estimations do you have for 2024?
I.M: Despite the furniture industry is experiencing a setback, we are proud of the results achieved, proved by the increase of our turnover.
Choosing to produce high-end products was indeed riskier but surely the only way to set us apart.