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MEDIA & MARKETING | Staff Reporter, Hong Kong
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Carezza wins in the furniture and fixture category at HKB National Business Awards

The company launched B2B branding revamp inspired by the Swiss design movement of the 1950s.

Creativity and commercial savoir-faire are an unbeatable combination, particularly for companies in the global marketplace. Hong Kong-based furniture manufacturer Carezza, which has been in business since 2008, supplies high-quality furniture to customers around the world through its network of more than 60 retailers in Asia, Africa, Australia, Europe, North America, and South America.

Carezza’s products, which are crafted based on mid-century aesthetics, have enabled its evolution mainly through organic growth and word-of-mouth promotion. To generate the most interesting ideas, Carezza invites customers for range planning workshops with the design studio team. Aside from innovative design, quality and operational excellence are the other main elements of the company’s success.

In 2018, Carezza took another step forward by launching a B2B branding revamp founded on strong aesthetic principles with modern sensibilities. Inspired by the Swiss design movement of the 1950s, the revamp involved the use of new fonts, layout styles, logo shapes, and colours on the company’s marketing and advertising collateral. The tagline “Mid-century for this century” is also emphasised to appeal to a new generation of clients.

The rebranding involved a significant improvement in the quality of the products’ visual representation through a signature photographic style with strong lighting. Intricate sets were built to present the furniture against a backdrop of “unusual spaces” instead of placing them in a traditional domestic environment. A high-quality printed corporate profile and product catalogue, which are also available in electronic format, were launched along with a new website to reach current and potential customers. Most importantly, the rebranding focused on the beauty and functionality of the furniture with a clean, uncluttered design.

The products made by skilled artisans using natural Italian leather and textural fabrics are especially popular amongst sophisticated customers who want durable and extraordinary furniture for their living and working areas. Carezza’s worldwide growth has continued with its January 2019 exhibition at imm Cologne, one of the largest international furniture fairs in Europe.

To perfectly display its merchandise, Carezza occupied more than 300 sqm of space and conducted promotional activities before, during, and after the show. The fair was promoted through various touchpoints such as EDM invitations, large lightbox advertisements in the exhibition centre, as well as on B2B furniture portal Ambista. Reaching the business sector was made easier by the brand’s active presence on the LinkedIn social media platform. Furthermore, the company held an open house event after the exhibition at its Ho Chi Minh City showroom to reveal an extended range of products.

The budget for the rebranding project and the work that lasted for 18 months were a worthwhile investment. Thanks to the brand revamp, Carezza’s turnover grew by 38% in year-on-year sales. The customer base also grew by 26% through partnerships with quality retailers.

In addition to managing its day-to-day operations from its head office in Hong Kong, Carezza benefits from the talent of its leathermakers in Italy, the strategic location of its factory and showroom in Vietnam, and the skills of its sales teams in Europe. The diversity and international experience of Carezza’s staff are certainly an essential ingredient of the brand’s success.

The HKB National Business Awards, presented by Hong Kong Business, was held on 27 August 2019 at Island Shangri-La, Hong Kong.

This year’s nominees were judged by a panel consisting of Charbon Lo, Director at Crowe (HK) CPA Limited; Anthony Tam, Executive Director in Tax Services at Mazars Hong Kong; Andy Wong, IPO Leader at ShineWing (HK) CPA Limited; Edward Au, Co-Leader of the National Public Offering Group & Partner, Audit & Assurance at Deloitte; Eugene Liu, Managing Partner at RSM Hong Kong.

If you would like to join the 2020 awards and be awarded as one of the finest local companies in Hong Kong, please email eleonor@charltonmediamail.com

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