Untitled - Chateau d`Ax

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Chateau d’Ax
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Chateau d’Ax
A long history
established in
1948
During it’s 60 years history Chateau d’Ax
has become exceptional in upholstered
furniture production, extending their scope
with living and bedroom furniture,
kitchen and furnishing accessories.
Everyday, 8000 seats are produced in our
11 company – owned factories with a total
production surface of about 120,000 sqmt.
Chateau d’Ax offer has available
300 different suites in leather, microfibre
and fabric, various furniture lines and over
45 kitchens. This wide choice allows us to
satisfy customers desiring medium
products to higher quality products.
Recently, Chateau d’Ax went into the world
of contract on a national and international
level; Chateau d’Ax is able to furnish
“turnkey” hotel structures, residences and
apartments.
With its competitive prices, Chateau d’Ax
ranks in the medium-high and high market.
Chateau d’Ax has the necessary
know-how and flexibility to create the right
product and strategy for every market in
order to present to the customers the best
solutions in terms of quality and design
“Made in Italy” offers at each level of price.
Chateau d’Ax offers a deep and winning
experience in the creation of:
- exclusive mono-brand shops supported
by an international franchising chain
- brand notoriety in new markets
- specific collections of products following
customers' needs.
More than 60 years of
production experience
More than 60 years of
design and innovation
in the upholstered
furniture business
More than 60 years of
development in all
international markets
Summary of
milestones in
Chateau d’Ax’s
history.
1948:
Chateau d’Ax was born.
1967:
Start-up of the industrial mass
production exclusively of sofa.
1972:
New headquarter in Lentate sul Seveso.
1976:
Export increase in the USA.
2002:
150 franchising stores
Chateau d’Ax in Europe.
2003:
Start bed and bedroom accessories
production.
2004:
Start day and night furniture
production.
1989:
2005:
1990:
2006:
1992:
2008:
Development and export increase in
new markets: Japan and Korea.
First contract supply.
Chateau d’Ax Interiors Design was born,
with furniture and decorative articles of
great value and design. Opening of an
showroon area next to the establishment.
1993:
Set up franchising system.
200 franchising stores
Chateau d’Ax in Europe.
Start kitchen production.
250 franchising stores
Chateau d’Ax worldwide.
2009:
280 franchising stores
Chateau d’Ax worldwide.
2010:
1995:
Opening of the first Chateau d’Ax
franchising store in Italy.
310 franchising stores
Chateau d’Ax worldwide.
Development in new countries:
India and South Africa.
2001:
2011:
100 franchising stores
Chateau d’Ax in Europe.
350 franchising stores
Chateau d’Ax worldwide.
Our Company
Values
and Company
Mission
To operate correctly,
coherently, reliably and
openly.
To contribute to the
creation of new
employment through
financial investments.
To give encouragement
and commitment to
solidarity.
To build a working
environment that always
focuses on safety,
satisfaction and
commitment.
To give priority to
customer satisfaction
with regard to prices
and the quality of
products and services.
To consider the individual
and collective
contribution to the
working process as an
essential element of the
overall development of
the company, in the
conviction that people,
with their creativity and
commitment, are an
important factor in
successfully improving
the quality of the
company's products and
services.
To play an active role in
asserting the values and
prestige of the social
economy.
Our Company
LINKED ACTIVITIES OF 14000 PEOPLE
14.000 smiles light up eve ry day with Chateau d’Ax.
Our Company
Chateau d’Ax
Strategy
The three years 2004-2006 have seen
the full achievement and realization of
the Chateau d’Ax franchising
development plans. The organization,
the many structural, management and
production investments have further
strengthened the company.
Chateau d’Ax has kept and developed
its unquestioned leadership and has
opened the doors to international
markets reaching a great success,
above all in the USA (North America)
and Europe.
Thanks to its wide range of products
for home furnishings and the
development in the contract market,
the company has registered and kept
a constant increase in the international
markets;
This has been made possible due to
the reinforcement of the efficiency and
profitability of the Chateau d’Ax
procedures in these last years.
The company has to be ready for
innovations and technical
development through new investments
and new lines of products.
This is the goal for the completion for
the production cycle that, today,
is entrusted only to professional
craftsmen to continue to increase
more and more its quality and
profitability.
These are the objectives of the
Chateau d’Ax strategy.
Further to the success they had with the
launch of the new products, such as
7 different lines of furniture for living
(the only company in Italy), kitchens and
the houses created and projected
in co-operation with Italian VIPS,
Chateau d’Ax has implemented new
structural investments, for example,
the building of new production facilities
with automated working procedures.
This last investment offers new
possibilities for the improvement of the
company's competitiveness,of quality
control and production autonomy.
Moreover Chateau d’Ax has created a
new contract division, not only by
proposing new dedicated
lines but also by projecting and realizing
directly new jobs.
Our Company
Chateau d’Ax.
Exclusive shops
in the world
Chateau d’Ax exports
to 84 countries and,
from 1994, also has
developed a
Franchising network.
As of today the
following stores are
located around the
world:
140
92
31
18
14
12
8
6
4
3
3
2
in Italy
in France
in China
in Belgium
in Portugal
in Spain
in Holland
in South Africa
in Israel
in India
in Switzerland
in Cyprus
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
in Indonesia
in Morocco
in Reunion Island
in South Korea
in Tunisia
in Albania
in Angola
in Australia
in Bosnia
in Croatia
in Philippines
in Guadeloupe
in Hong Kong
in Iran
in Malta
in Martinique
in Mauritius
in Russia
in Slovakia
in Taiwan
in Thailand
Our products
Chateau d’Ax.
A manufacturing
company and
a leading
producer of
upholstered
furniture
Chateau d’Ax produces
furniture for living
rooms, bedrooms,
kitchens and
accessories.
Everyday, 8,000 seats
are produced in our
company-owned
factories.
Our living room
collection includes
more than 300
custom-tailored
models, made of
Leather, Microfibre
and Fabric.
The production process
is carried out according
to quality standards
and controls
(guaranteed by
ISO 9001 certification).
Our products
DESIGN CINI BOERI
Our products
DESIGN MICHELE DE LUCCHI
Our products
LUXURY COLLECTION
Chateau d’Ax luxury
collection enhances
everything around it.
In an age where
words such as
elegance, good taste
and quality seem
rather overworked
and devoid
of sense, sacrificed to
the standardised
tastes of mass
production, some
people are still willing
to look for styles with
and added value with
which to create a new
and original way of
interpreting space
and well-being.
The formula is clear:
reinterpret and
reproduce the value
of elegant,
high-quality furniture
in a seductive and
elegant way while
meeting today’s
functional needs.
Our products
WHITHOUT TIME COLLECTION
Our products
ROMANTIC COLLECTION
For the romantic
house Chateau d’Ax
presents a
sophisticated house,
with a true triumph of
colors all in the
ranges of purple,
yellow and orange,
transmitting energy
and a joy for life.
Chateau d’Ax’s
designers have
chosen the fabulous
Manuela sofa for the
living room, which
features a system
allowing you to move
part of the back to
the preferred
position, changing
from support for the
lower back in the
standard position to
support for the head
when raised.
Our products
FASHIONABLE COLLECTION
Chateau d’Ax’s
fashionable home is
a real explosion of
color: red, for the
passion shown by
Chateau d’Ax
designers in all of
their creations.
The kitchen offers
every comfort with
the most
technologically
advanced domestic
appliances and wellequipped spaces.
In fact the centre
module houses
illuminated glass
shelves with a hood
on one side, finished
in exactly the same
manner and perfectly
concealed within the
composition.
The color contrast
provided by the white
and red elements
in glossy PVC is
quite cool and the
cold metal combined
with the cuoietto red
leather of the chairs
and the table’s
structure below a
beautiful sheet of
glass is something
special.
Our products
YOUNG COLLECTION
Chateau d’Ax’s
designers have
favored strong use of
color in the young
space, playing on
shades of purple and
lilac: elegant color
bringing to mind art,
the imagination and
dreams.
Chateau d’Ax has
designed and
created a young
home with young
people in mind.
It adapts perfectly to
small living spaces
and is surprisingly
affordable.
Our products
INTERNATIONAL COLLECTION
For the bedroom,
Chateau d’Ax has
designed the
Benjamin bed, which
reflects the same
distinctive lines of the
sofa: it is also
available with the
“comodo” system, a
spacious container
positioned below the
base of the bed that,
when needed, raises
the bed to a
comfortable height
for effortless bed
making.
Our products
SOCIAL COLLECTION
Our products
ON MEASURE kitchens
45 models purposely
designed for Italians,
home lovers with an
eye for good taste.
Chateau d’Ax
kitchens are
designed based on
the assumption that
people cook in Italian
homes and therefore
aesthetic qualities
must be combined
with functional and
practical qualities.
Chateau d’Ax offers a
range of aesthetically
perfect products,
designed to meet the
specific needs of true
users of these
spaces. Creating a
room ‘par excellence’
for the home means
working with shapes,
but also materials,
surfaces and colours.
The experience
acquired during years
of interior decorating
allows Chateau d’Ax
to create custommade living spaces
with their kitchen
designs, successfully
combining innovative
techniques with the
highest degree of
functionality.
Our products
RESIDENTIAL
LOUNGE
RESTAURANT
BEDDING
SPA
SWIMMING
THEATRE
AIRPORT
Marketing
Chateau d’Ax
“P”in
Marketing
Product
Price
Promotion
Place
• Exclusivity in collection and
covers
– The Chateau d’Ax Models
Collection, as well as the refined
fabric, microfibre and leather
collections are exclusive and
customer-tailored
• Choice for the customer:
wide-ranging collection
– Chateau d’Ax offers 300
models and about 1,500 covers.
This wide-ranging choice is able
to satisfy the needs of customers
looking for affordable products
and customers looking for topof-the line products, while
maximising customersatisfaction
• Equilibration among different
ranges of product
– In each country there is a
different proportion among the
different groups of products
presented in the shops’
exposition.
• Competitiveness
– With its competitive prices,
Chateau d’Ax ranks in the
medium-high and high market.
• Wide range of prices
– Chateau d’Ax presents different
ranges of prices (from mediumhigh to high) in order to answer
correctly to the customers’
needs.
– Chateau d’Ax presents,
environments created by the
most famous international
architects dedicated to very
demanding customers.
• The best relation Quality/Price.
– Chateau d’Ax studies every
market in order to present to the
customer the best solution in
terms of quality and design
Made in Italy offered at each
level of prices.
• Chateau d’Ax defines a clear-cut
communication strategy and an
efficient media planning to
support affiliates in their sales
activity.
– Generally, the most used medias
are:
• Womens and furniture magazines.
• Newspapers.
• Televisions.
• Institutional and promotional
catalogues.
– It’s important to use medias with
a large audience, in order to
create and mantain a high level
of brand notoriety.
• Advertising is articulated around
some key elements:
– Quality product and competitive
prices.
– Elegant and distinguished
image.
– Italian design and technology.
• Promotion
– A constant updating and renewal
of the collection give
Chateau d’Ax the opportunity to
create special promotion during
the launch of new products.
• Co-ordinate and exclusive image.
– All stores belonging to the
Chateau d’Ax franchising
network use the same layout and
image.
– A Chateau d’Ax team creates the
project of the shop and the
interior layout and products
presentation.
– The image presented in the shop
is the same image
communicated in advertising.
• In the chains of shops
developped until today, you can
recognize some fundamental
criterias followed to choose a
showroom location.
– Defined visable area.
– Frequent passageway.
– High visibility.
– Inside a commercial area.
– Positioned along the main
communication routes of the
chosen area.
Marketing
Why
Chateau d’Ax?
An international
and long-standing
company
National
exclusive
shops’ systems
Brand notoriety
in new markets
The Best Partner
for exclusive
shop project
in upholstered
furniture
Specific
collections of
products following
customers’
needs
Turnkey projects