Natuzzi Editions opens a new store in Hangzhou ASIAD MIXC World

On October 15th, 2025 the China-Italy Chamber of Commerce (CICC) joined the inauguration of the new store of Natuzzi Editions in Hangzhou. 

CICC was represented by its General Manager Antonella Fontanarosa.

The new retail space is the result of a collaboration with China Resources-MIXC shopping mall, a leader in the high-end retail sector in China. This partnership, established in 2024, has helped bring the brand to strategic locations such as Xi’an, Lanzhou, and Nanchang.
The new store in Hangzhou ASIAD MIXC World is located in Qianjiang Century City, an area that represents the transition of Hangzhou and is becoming one of the city’s main business districts.

In this dynamic context, the new store has been conceived as a space where everyone can feel welcome, just like at home. This is the inspiration behind the brand’s claim, “It’s how you live.” The architecture is designed to evoke a sense of comfort—a key element of the brand’s DNA—through soft surfaces that echo the natural curves of the human body, creating a warm and inviting atmosphere. The layout is defined by walls that alternate with solid and open sections, stimulating curiosity and encouraging a dynamic and exploratory visit. The architectural materials, characterized by neutral tones and natural textures, provide an elegant and discreet backdrop designed to highlight Natuzzi Editions’ collections. The space also integrates visual messages and multimedia content that tell the story of the brand, its values, and the features of its products. The new concept store recreates environments that go beyond furnishing, expressing instead the way people choose to live.

The evolving identity of Natuzzi Editions will be showcased in the new store through a selection of models from the latest collections. Among them, the Carter sofa from the Neo Heritage line reinterprets timeless design with a contemporary twist. Inspired by the brand’s artisanal roots, the collection blends classic forms with modern aesthetics to create elegant, enduring pieces. Carter fully embodies this vision with its refined lines, tailored details, and welcoming comfort.

Nuvia, on the other hand, is a key model within the Feelwell concept – a product philosophy focused on all-around wellbeing, comfort, and emotional connection. Designed to deliver a deeply relaxing seating experience, Nuvia combines soft shapes, ergonomic support, and an enveloping design that invites you to unwind and feel at home.

Among the new products being presented is a new edition of the Breeze model – a sofa with a clean, elegant design, created for everyday comfort. Its soft lines and high backrest offer supportive, cocooning comfort. Equipped with Power Motion technology for electric seat adjustment and a manual headrest, it ensures maximum relaxation. A built-in USB port adds practicality, making it easy to recharge electronic devices.

The collection is further enriched by four new armchairs, expanding the range of elegant and comfortable furnishing solutions. One of these is Ivy, inspired by the natural elegance of the ivy leaf. It features a modern structure supported by a minimal base that appears almost suspended, giving it a sense of visual lightness, while the generous cushions ensure excellent comfort.

A tribute to the timeless grandeur of classical Greece and Rome, the Olimpia armchair combines timeless elegance with modern comfort. Solid wood legs provide strength, harmony, and a bold scenic presence, while the wide seat, ergonomic backrest, and gently curved armrests offer a deeply relaxing experience.

Also featured is the Lullaby project, a rocking chair equipped with a gliding mechanism that offers not only physical well-being but also profound emotional comfort. Its movement has a naturally soothing effect, evoking the reassuring sensation of being cradled like a child.

Finally, the new Aurora armchair is more than just a chair, it is a cozy retreat that combines comfort and refinement. The metal base and swivel mechanism smoothly follow every movement, while its softness and elegant design blend into a perfect balance of relaxation and sophistication.

Following the store’s opening, a dedicated training session will be held for dealers and the sales network in order to implement the brand’s distinctive customer experience guidelines ensuring a unique and memorable approach.

With the opening of the Hangzhou store, Natuzzi Editions further strengthens its presence in the Chinese market, confirming its commitment to a design that blends comfort and timeless style. This marks another step in the brand’s global growth journey, offering customers high-quality retail experiences and project solutions designed to make the home a truly authentic and personal living space.