SedieDesign. For those in Europe, SedieDesign has made its mark, having a strong online presence of roughly 9 years under its belt. Furniture e-sales for the contract market have been SedieDesign's main area of focus since being established.

Years of blood, sweat, and tears went into the creation of this e-commerce superstore – representing over 130 medium to high quality Italian brands. Today, SedieDesign has 3 offices worldwide: its headquarters, located in Montebelluna (Treviso), Italy, its Asian office in New Delhi, India, as well as its North American counterpart and brick-and-mortar store, ItStyle, in Toronto, Canada. SedieDesign ships worldwide from Italy, and guarantees the best service experience and product quality for its customers.

Before becoming the e-commerce megastore that it is today, SedieDesign was just an idea that came to its founder, Simone Battaglia.

Born in Treviso, the heart of the business industry in the Veneto region of Italy, Simone's passion for furniture stems from his family's business that was started back in the 1960s. Starting from such a young age, Simone quickly learned the ropes, developing an eye for furniture quality and design, as well as a talent to pick and choose the perfect businesses and products to represent. He worked with his family to follow their suppliers, products, and their quality. Learning the secrets of the industry sparked his interest, which, over time, grew into his life's passion.

Though his family's company became known worldwide, in 2008, Simone felt that it was time to branch off and open a new company – today, known as SedieDesign.

From the beginning of his new business venture, Simone knew that SedieDesign would have an e-commerce focus. He quickly learned that this would be a difficult field, as e-sales were not as popular in Europe as they were elsewhere.

Year after year, with knowledge, experience and dedication, Simone created an online store, featuring over 10,000 products by the most well-known Italian furniture brands, and after working specifically within Europe, Asia and Australia, Simone was prepared to take the next step in his business journey – expanding to North America.

In December of 2015, Simone and his now-business partner, Vania Fornasarig, met through a mutual acquaintance. A short period of time later, in March of 2016, the e-commerce store for SedieDesign North America and its brick-and-mortar partner, ItStyle Furniture Store Ltd., were established in Toronto, Canada.

SedieDesign North America and ItStyle's co-founder, Vania, was born in Udine, Italy and grew up in Manzano – a village famous for top-quality furniture production.

Furniture production and design runs through Vania's veins. With her great-grandfather opening the village's first chair factory in the late 1800s. The tradition continued, with her grandfather, and eventually her father, Aldo, working in the same industry.

 

Raw chair frames used to be delivered to upholstery companies by Vespa in the 1960s.

 

As a young girl, Vania would spend the majority of her time in her father's warehouse for his company I.S.E.A. She learned the entire manufacturing process from her parents, from rough design ideas, to frame production, right down to the specific stitching used when upholstering and final inspection of each finished product. Vania specializes in recognizing the quality of raw materials that her father's company used, such as wood and leather, as well as learned the importance of finding the perfect compromise between furniture design and manufacturing capabilities.

Aldo Fornasarig, Vania's father, cutting leather with a mold at his warehouse in Manzano, Italy.

 

Upon graduating high school, she realized that international sales were her calling. Vania and her brother, Stefano, decided to open their own company, SericoDesign, specializing in fine furniture upholstered entirely in Italian leather.

 

A leather backrest of a chair for I.S.E.A. being upholstered in leather.

 

Day after day, Vania began to realize that the traditional way of selling furniture would not be enough to help her reach her goal of this brand becoming internationally known and sold – she knew she needed to make a change, and began her search for a business partner to expand to North America.

After meeting Simone in 2015, SericoDesign began to be represented online by SedieDesign. SericoDesign became one of its signature brands, alongside EsseDesign, Streetroom.it, and newly acquired luxury brands, Sintesi, Cabas, Montina, and Galvanotecnica.

Have a look at how far they've come at www.sedie.design