Evolving craft: Novamobili’s Italian design vision

“I represent the third generation of a family that has worked in furniture since 1953,” says Alberto Battistella, General Manager of Novamobili. The company’s story begins with Battistella Company, founded by his grandfather Alfredo Battistella, whose passion for woodworking marked the start of a long tradition in the furniture industry.

That foundation of skill and material knowledge has evolved over time into an industrial and creative culture that continues to define the company today. Novamobili, established in 1967 as the group’s second brand, embodies this evolution, translating the family’s heritage into a vision of design that combines innovation, versatility, and craftsmanship.

Over the decades, Novamobili has built a distinctive identity rooted in the ability to merge industrial processes with artisanal care. The brand’s furniture reflects a unique understanding of how technology and craftsmanship can coexist—how machinery can enhance precision while human hands preserve individuality.

This combination has allowed the company to interpret diverse lifestyles and needs, offering collections that bring together a variety of materials, textures, and finishes to create spaces that are both functional and personal. “We use industry, but we never give up craftsmanship,” says Battistella. “This allows us to interpret different ways of living through materials that give personality to every project.”

Today, Novamobili’s focus is on offering tailor-made design solutions capable of adapting to the customer’s personality while maintaining the integrity of its production values. The company strives to express the essence of Italian taste while resonating with international sensibilities. Balancing customization and industrial logic is not without challenges, but for Battistella, it is also what defines the brand’s strength.

Over the years, the company has developed specialized teams and technical departments that work to align market requests with efficient production systems. This structure allows the company to deliver design solutions that are flexible, reliable, and consistently refined. “The challenge lies in combining industrial production needs with personalization,” explains Battistella, “and this requires both advanced technology and a high level of human expertise.”

Technological progress has been a constant in the company’s evolution. By continuously investing in innovation, Novamobili has refined its processes while maintaining a strong focus on quality and sustainability. For the brand, sustainability is not simply an external requirement but an integral mindset. “It has always been part of our family’s approach,” Battistella says. “Even before certain regulations existed, we were already working to make our processes more responsible.”

Since 2002, they have used water-based paints and ecological panels—choices that have earned the company environmental certifications and allowed it to deliver products that are 100% ecological. This commitment was further consolidated with the publication of its first Sustainability Report in 2024, which reinforced a culture of environmental and social awareness across all departments.

For the Brand, sustainability extends beyond environmental practices. It includes the wellbeing of the people who work within the company. “Human capital is fundamental,” Battistella emphasizes. “We have always placed people at the center, because their knowledge, skills, and motivation are essential to our growth.” This philosophy shapes the company’s approach to management, innovation, and design—a continuous improvement process that connects tradition with modernity.

In recent years, Novamobili has undergone an important repositioning phase aimed at making the brand increasingly recognizable in both national and international markets. This transformation involves not only the expansion of its distribution network but also the creation of spaces that fully express the brand’s aesthetic and values. “We are developing more iconic and meaningful spaces,” says Battistella, referring to the new monobrand stores opened in collaboration with international partners. These spaces go beyond display—they become environments that narrate the Brand’s design philosophy and its idea of home as a flexible, evolving, and human-centered place.

The company continues to invest in product design and research, combining the expertise of its in-house design teams with the creativity of external collaborators. “Working with external designers gives us the design vitality we need to enhance the Novamobili home,” Battistella explains. Each collaboration brings new perspectives that enrich the brand’s collections and strengthen its presence in the global design scene.

Looking ahead, the family remains committed to its founding values while embracing the challenges of a rapidly changing world. The company’s goal is to continue evolving by merging craftsmanship, sustainability, and innovation into furniture that reflects contemporary living and anticipates future lifestyles. “We want to move forward by combining our experience with a constant drive to improve,” concludes Battistella. “Our goal is to create furniture that not only meets today’s needs but also anticipates how people will live tomorrow.”

Through this ongoing evolution, Novamobili confirms its role as a custodian of Italian design culture—an interpreter of beauty, function, and responsibility, shaping environments that connect people to the art of living well.