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DESIGN AND LIGHT: ITALIAN-MADE EXCELLENCE
This Italian brand has made a big impact on the international markets in a very short time, thanks to its essential design and the high quality of the products and services it provides. The Nahoor brand was created in 2009 by a family business from Brescia, and specialises in individually designed lamps. The business makes more than 90% of its sales abroad, and closed its books for 2013 with a double-digit rise in earnings, bringing them close to 1.5 million Euros. The name behind this brand is that of William Pianta, who established Nahoor and designs and creates the products.
How did the Nahoor project originate?
The Nahoor project developed after I had been working for many years in the family business, which specialises in the sale of electrical materials and their installation. “Nahoor” is an Aramaic word meaning “origin” or “source of light” and perfectly describes the role of our products. They are sources of light which shape and extend your field of vision, allowing you to create an order between spaces: simple linear objects which occupy a space without seeming to invade or compromise it. Each of our lights can be introduced very harmoniously into either a domestic or public environment, illuminating the scene of daily activity while still respecting the sanctity of the space and its receptive quality. These are top of the range products with a very precise function: created with a clean, essential design and with high quality materials and finishes. They can be integrated into a wide range of contexts, performing their function perfectly, without distorting or defacing the area where they are placed, thanks to the huge number of finishes and materials we can offer.
Nahoor was created in 2009, when the crisis was also beginning. How have you managed to confront it?
The Nahoor project was launched at the Maison &Objet exhibition in Paris in January 2009, in the section entitled “Scènes d’Intérieur”. Our ambition was to aim for the international market straight away, offering a high quality product. In fact, the international market is much more open to innovative ideas and more willing to establish a relationship with new and emerging businesses. It proved to be very receptive to what we have to offer. Each of our Nahoor pieces is produced by hand and is a perfect example of Italian craftsmanship and savoir faire, and each item provokes its own unique and particular emotions. In 2010, we obtained “100% Made in Italy” certification from the institute to protect Italian producers.
In which foreign markets are you particularly active?
Firstly, among the European countries, especially in northern Europe (Belgium, the UK, Luxemburg and France), closely followed by the USA: a market with very high potential in which we’re investing significantly, and also by Australia, which we have only approached recently but which is proving very receptive. Central America and South America are also interesting markets: we have a few clients there, but we need to increase our presence.
Which are the markets you’d like to develop and which are you focusing on in particular?
We would certainly like to consolidate further in the European and US markets and those of Central and Southern America, and to follow up on the Australian market. We are also approaching the Asian nations, an area of great potential for high quality Italian products. There are an increasing number of people here who are interested in tastefully designed, more contemporary-looking furnishings and accessories.
Are you also thinking of opening mono-brand shops?
In view of the investment needed to set up and launch mono-brand stores, we are carefully evaluating the various options open to us both within Italy and abroad. Besides, given the expenditure required for managing mono-brand shops, in terms of both human resources and time, we are also looking at the possibility of involving other partners, in order to run any such enterprise in a better way. The principal mission of Nahoor is to design lights, and we do not want to be distracted from this task.
What does the phrase “Made in Italy” mean to you?To me, the expression “Made in Italy” sums up Italian craftsmanship and expertise, and each item stimulates its own unique and special emotions. It is important, however, that the product concerned is basically of excellent quality and has been designed and produced entirely in Italy by craftsmen and companies using skills passed down through the generations; rather than just a “front” used to disguise products of low quality, which are perhaps not even completely made in Italy.