Frette Creates A Virtual Styling Studio To Recreate A World-Class Retail Experience Online

Frette is founded by Jean Baptiste Edmond Frette, Alexandre Payre and Charles Chaboud on December 18, 1860. Since then, the brand has produced linens and home furnishings of unparalleled quality. From its bases in Monza and Milan respectively, the Italian luxury brand employs only the finest fibers and skilled artisans to craft a range of products that have come to embody comfort and creativity across the globe.

Historically, Frette linens have been featured everywhere from the altar of St Peter’s Basilica to the dining car of the Orient Express, and more than 500 European royal families have slept beneath its sheets. With a heritage defined by craftsmanship and an outlook rooted in innovation, the brand aims to continue to dress the world’s most remarkable beds for generations to come.

In anticipation of the new digital way of doing business, there are limitless ideas, and multiple versions of the ideal strategy that needs to be sorted and tested for luxury brands to move forward into the future. When Frette first imagined installing a virtual style studio, they embraced a wide horizon of possibilities. Their concept of recreating the retail experience online, with the intent of shifting to a fully digital business, made it important not to compromise on the tailored experience for which the boutiques are known.

I can assure you that in a post-covid business environment, clever business strategists will aim to estimate the impact on the community and attempting to think through everything from the pragmatics of retail operations to creative management.

I recently had a chat with the Filippo Arnaboldi CEO of Frette about how connecting with clients in creative ways that preserve the health and well-being of communities while simultaneously building upon the strengths and core values of the company!

Joseph DeAcetis: You are an Italian heritage company, founded in 1860. What is your current strategy during this pandemic?

Filippo Arnaboldi: For 160 years, Frette has brought comfort to our clients around the world. In this challenging moment, our mission has never been more relevant. With stores temporarily closed, our strategy has shifted to a completely digital approach, connecting with clients in creative ways that preserve the health and well-being of our communities while simultaneously building upon the strengths and core values of our company, like bespoke services, a service-oriented mindset and creating comfort at home. 

Joseph DeAcetis: You recently launched the Virtual Styling Studio, a digital service that offers personalized advice to consumers. How did this come about and what is Frette hoping to accomplish?

Filippo Arnaboldi: In shifting to a fully digital business recently, it was important to us not to compromise on the tailored experience for which Frette’s boutiques are known. The aim of the Virtual Styling Studio is to recreate our world-class retail experience online. Clients can connect in real-time with a Frette Specialist who will work hand-in-hand with them by video, phone, chat or email to reimagine their space, proposing creative solutions and products, leveraging our e-commerce platform and complemented by a human, personal touch. We always put our clients’ needs at the center of all that we do. Comfort is personal not only in the way you dress your bed, but also in the way you approach shopping. In the absence of an in-store experience, the Virtual Styling Studio offers personalized styling and a tailor-made shopping experience for each client designed around their preferred method of communication. 

Joseph DeAcetis: How has the luxury retail experience changed for Frette in the recent times?

Filippo Arnaboldi: The luxury consumer expects outstanding service and the best products consistently. Given the current challenges, our ability to swiftly react to the shifting needs of our clients while maintaining the same high standards of service has never been more relevant. 

Our incredibly skilled specialists can provide clients with design consultations, perform in-home installations to showcase product within their own space and, of course, work hand-in-hand with clients to create bespoke items. These completely custom projects are produced with the same high standards as all Frette products, designed especially to meet individual needs whether they be monogramming, incorporating a specialized design or emblem as well as producing custom sizing for a yacht or private jet. 

Additionally, our newly-launched Virtual Styling Studio has satiated the appetite for a tailored experience and offered support to clients who are less comfortable shopping online. Though digital, the Virtual Styling Studio experience remains incredibly personal. 

Joseph DeAcetis: How is Frette planning to remain relevant and prepare for the future?

Filippo Arnaboldi: Frette’s storied heritage is rooted in a commitment to unparalleled quality and fine Italian craftsmanship. We’re the experts in luxury linens, having honed our craft for 160 years. As we weave our path forward, we’ll continue to evolve our product offering and expand our services to meet the ever-changing tastes of the modern consumer while always remaining true to our roots. 

When it comes to product development, we have a strong foundation of iconic timeless products, which are refreshed every season with new colorways and design motifs, always working together seamlessly. Our collections are designed to accompany our clients in their daily lives for many years. We believe that long-lasting, season-less luxury products will be more and more appealing to not only younger, but also older generations. 

We will also continue building upon the tailored, personalized experience our colleagues around the world consistently deliver, both in-store and digitally. As our boutiques re-open in the weeks ahead, our clients can not only expect a safe, sanitized shopping experience that meets stringent standards and local requirements, but also the opportunity to reserve private in-store appointments or virtual home visits through our Virtual Styling Studio should they feel more comfortable. 

Joseph DeAcetis: Who are the current Frette customers and, have you been seeing a shift in your consumer’s behavior?

Filippo Arnaboldi: Our client, like Frette, is international. They are someone who, under normal circumstances, travels frequently and typically has multiple homes. They have an appreciation for the quality and artisanal craftsmanship of our products. We often say that our clients can experience Frette in nearly every aspect of their lives – whether it’s staying in a beautiful five-star hotel, flying halfway across the globe, cruising or being within the comforts of their own home. 

Like so many of us, home has become their sanctuary in this moment as they find themselves spending more time in its comforts. We’ve found that many are seeking to add touches comfort lately, whether it be through cozy bed linens, enveloping robes, or accent pieces that warm up a space, such as throws or decorative cushions. While seemingly subtle, these elements can provide a calming sense of ease.  

Joseph DeAcetis: What kind of taste differences do you see across the countries you operate in?

Filippo Arnaboldi: Tastes and preferences truly vary across the different countries and cultures we serve globally. Italian and Spanish clients, for example, prefer the colorful, novel and more artful pieces while those in the Middle East lean more traditional with multi-colored jacquards and pieces with lace or embroidery. Those in Russia gravitate towards gold as well as any styles with a shimmer or sparkle to them. Despite the myriad differences in taste, our iconic white bedding still remains among our top-selling products, regardless of the location. 

Joseph DeAcetis: What are the biggest challenges facing luxury enterprises, today and in the near future? 

Filippo Arnaboldi: Whether they be in home décor, hospitality or fashion, luxury brands are often best regarded for their high-quality product offering and impeccable, personalized service. In an increasingly digital world, I believe two of the greatest challenges include bringing that tailored experience and flawless service to life digitally as well as anticipating the ever-evolving needs and tastes of clients as it relates to developing the right product offering. Our global teams are in constant communication, discussing these challenges, actively listening to our clients as well as brainstorming and implementing solutions.  

Joseph DeAcetis: Frette designs and produces anything from linens, that you are mostly known for, to loungewear and home accessories. In an era of digital transformation, is there a particular category that is standing out from a sales perspective?

Filippo Arnaboldi: Our expertise is bed linens and clients come to us time and time again for them because they can personally vouch for the quality and longevity of the product. While bed linens are by far our best performing category, over the past few years we’ve experienced significant growth in beyond-the-bedroom pieces, including decorative cushions and throws. In addition to adding a touch of comfort to any space, they’re a perfect gifting item for someone who appreciates refined design. 

Joseph DeAcetis: As the CEO of a legacy brand, what is your biggest takeaway from this current situation?

Filippo Arnaboldi: I find myself reflecting on the current circumstances daily. Professionally, as CEO of Frette, I’m most proud to have a creative, resourceful and communicative team working with me as we navigate the current situation together. We have always encouraged our colleagues to embrace an entrepreneurial spirit and the passion and commitment our team has demonstrated during this time is truly admirable. Despite the circumstances and ever-shifting needs, they’ve proven that regardless of the situation, we will never compromise on delivering a tailored experience and impeccable service. Frette has thrived for 160 years because of the people behind the brand. I’m confident it’s our people that will continue to propel us forward in the decades to come.