Macclesfield independent retailer Arighi Bianchi has announced an ambitious growth strategy that covers a new brand identity, revamped ecommerce channels, and a renewed store experience, all designed to coincide with its 170-year anniversary this year.
The strategy is the culmination of 18 months' work, and is based on intensive market and consumer analysis. The senior management team, led by fourth-generation family member Sarah Bianchi (pictured), looked beyond the interiors industry to see how the world’s best lifestyle offers achieve success, observing that great brands do not just sell – they build communities and foster genuine relationships with consumers.
Sarah says: “It’s staggering to think we have been around for 170 years. However, now isn’t the time to rest on our laurels. Evolution has always been central to Arighi Bianchi’s success. We spent the last 18 months looking both inside and outside the business to ensure that this amazing legacy continues.
“We’ve been helping people make their house a home for nearly two centuries and our stand-out product offer has always been central to this and will continue to be.
"However, what we have learned is that today’s consumers are looking for more from brands than just great products – it’s about inspiration, curation, ease of shop, stand-out customer service, value, and events that help to build a community they feel part us.
“This marks the start of an evolution from an iconic homeware’s retailer to a true lifestyle brand, ensuring that Arighi Bianchi will remain in the heart and minds of customers both in the North West and beyond for the next 170 years.”
The ground floor of Arighi Bianchi's grade two listed showroom has had an entire refresh, with new contemporary roomsets complemented by a new accessories department.
The second-floor cafe has been given a makeover, with direct lift access, and has been renamed Caffè AB.
Arighi Bianchi's team identified the emerging customer trend of the experience economy, with relatable activity events being central, so the retailer has launched a comprehensive in-store events programme covering fashion shows, cookery classes, reflexology sessions, scent explorations with a luxury perfumier, champagne and cocktail pop-ups, and further wellness activities.
The programme is designed specifically to cement the retailer’s position as a community hub, giving customers another reason to visit the store.
The retailer has also relaunched its website, based on a new brand identity that is reflected physically across the store. Customers now have access to over 75 brands across furniture, lighting, accessories, interiors, curtains, blinds and kitchens.
Arighi Bianchi will be rolling out its white-glove furniture delivery service nationally. All delivery staff are directly employed by the company, ensuring consistently high standards for every customer.
The initiative is underpinned across the store and every customer touchpoint with Arighi Bianchi’s service training, which is designed to maintain the retailer’s 5-star Trustpilot rating.
A new marketing campaign entitled ‘Postcards From’ is launching this spring, alongside the introduction of Giornale (Italian for newspaper), a 16-page publication offering inspiration, covering interiors, luxury lifestyle, travel, food and drink, and beauty.
Arighi Bianchi has been working with retail brand expert Kate Hardcastle, who has offered strategic guidance around the new commercial growth strategy.
