At the 23rd China International Furniture Expo (Furniture China 2017), JJGLE.COM has an exclusive interview with the vice general manager of CHIC CASA.

Founded in Milan in 2009, CHIC CASA is a global modern fashion household brand of mainly Italian modern style.

The biggest highlights of CHIC CASA at the exhibition is bringing CHIC HOME, the latest fashion household brand, which is specially tailored for the younger generation of 1980s and 1990s and mature consumer groups. Vice general manager of CHIC CASA Monica introduced for JJGLE.COM the cross-boundary attempt and original creation intention of the new brand.

Positioning high-end market, combining with CHIC CASA's origin from the modern simple style furniture of Italian classic design and integrated with Korean designers carefully designed clothing and home accessories, CHIC HOME hopes to present the consumers with extremely comfortable household atmosphere, recreational but fashionable style and simple life concept.

JJGLE.COM: This year's exhibition of CHIC CASA seems very different from the previous two. Can you elaborate on the differences?

Moncia: CHIC CASA is a brand mainly based on Italian modern furniture. Since the establishment of our own brand till now, there are many customers saying that they hope can buy bed products to better match the CHIC CASA furniture. To that end, we're trying to cross boundaries this year, i.e. besides furniture, we also make a creative home, including clothes, bed products and artworks etc.

Creative home is divided into three categories: Mainly clothing, approximately 50%, which are all South Korea designers' design and made in South Korea; Secondly bed products, mostly imported now. In the future we will make domestic products, and could also be tailored; In addition, we will also have artworks, as well as some small coffee cups and small ornaments that are displayed at home.

Thus, Creative home is the biggest difference this year.

JJGLE.COM: Now, the brands of HOME concept are uneven, What’s your advantage?

Moncia: Don't talk about other brands, we just compare with ourselves. Generally speaking, our future stores will be in shopping centers and will also be in the shopping places of furniture. Many brands will continue to make home textiles, such as bedding, bathrobes and so on. We also have these products, but it won't be the main one. Our main focus is on clothing. We hope to be involved in all aspects of family life, building a complete live style. It should be said that this is our big innovation.

JJGLE.COM: Can you talk about the future developing direction of CHIC HOME?

Moncia: In the future, CHIC HOME will be expanded to China and even the global market, not only at the exhibition site, and even in large home stores and upscale neighborhoods for close contact with customers, bringing customizable, more intimate, and customer-friendly shopping experiences.

At least 70% of the decision-making power of household consumption is made by women. We really hope that the female consumers will see our shops when they’re going shopping, not ony in the furniture stores. There will be a sofa where the customer can enter and sit down to understand us. They will find that we are a little different, besides the furniture display, we will also have clothing, including clothes and shoes. We don't expect that people always think that CHIC CASA is a pure furniture brand. We hope to bring consumers a multi-faceted experience of shopping.

The household store in Shanghai has 500-600 square meters. We will spare a certain space to make a concept of store-in -store. In the future, you can see our fashions in the home store, and you can also see our household in the fashion shopping mall. We hope that the customers are able to see us in different places and are very relaxed as well.

(Source: Jjgle.com)