Enjoy life!ChooseChateau d’Ax

Choose Chateau d’Ax

Chateau d’AxA long historyestablished in1948

During it’s 65 years history Chateau d’Axhas become exceptional in upholsteredfurniture production, extending their scopewith living and bedroom furniture,kitchen and furnishing accessories.Everyday, 8000 seats are produced in our11 company – owned factories with a totalproduction surface of about 120,000 sqmt.

Chateau d’Ax offer has available300 different suites in leather, microfibreand fabric, various furniture lines and over45 kitchens. This wide choice allows us tosatisfy customers desiring mediumproducts to higher quality products.

Recently, Chateau d’Ax went into the worldof contract on a national and internationallevel; Chateau d’Ax is able to furnish“turnkey” hotel structures, residences andapartments.

With its competitive prices, Chateau d’Axranks in the medium-high and high market.Chateau d’Ax has the necessaryknow-how and flexibility to create the rightproduct and strategy for every market inorder to present to the customers the bestsolutions in terms of quality and design“Made in Italy” offers at each level of price.

Chateau d’Ax offers a deep and winningexperience in the creation of:- exclusive mono-brand shops supported

by an international franchising chain- brand notoriety in new markets- specific collections of products following

customers' needs.

More than 65 years ofproduction experience

More than 65 years ofdesign and innovationin the upholsteredfurniture business

More than 65 years ofdevelopment in allinternational markets

Summary ofmilestones inChateau d’Ax’shistory.

1948:Chateau d’Ax was born.

1967:Start-up of the industrial massproduction exclusively of sofa.

1972:New headquarter in Lentate sul Seveso.

1976:Export increase in the USA.

1989:Development and export increase innew markets: Japan and Korea.

1990:First contract supply.

1992:Chateau d’Ax Interiors Design was born,with furniture and decorative articles ofgreat value and design. Opening of anshowroon area next to the establishment.

1993:Set up franchising system.

1995:Opening of the first Chateau d’Axfranchising store in Italy.

2001:100 franchising storesChateau d’Ax in Europe.

2002:150 franchising storesChateau d’Ax in Europe.

2003:Start bed and bedroom accessoriesproduction.

2004:Start day and night furnitureproduction.

2005:200 franchising storesChateau d’Ax in Europe.

2006:Start kitchen production.

2008:250 franchising storesChateau d’Ax worldwide.

2009:280 franchising storesChateau d’Ax worldwide.

2010:310 franchising storesChateau d’Ax worldwide.Development in new countries:India and South Africa.

2011:350 franchising storesChateau d’Ax worldwide.

2012:Chateau d’Ax creates the 3D collection:Dinamica Design Deluxe

2013:Chateau d’Ax starts the productionof a new real wood furniture collection.

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Valuesand CompanyMission

To operate correctly,coherently, reliably andopenly.

To contribute to thecreation of newemployment throughfinancial investments.

To give encouragementand commitment tosolidarity.To build a workingenvironment that alwaysfocuses on safety,satisfaction andcommitment.

To give priority tocustomer satisfactionwith regard to pricesand the quality ofproducts and services.

To consider the individualand collectivecontribution to theworking process as anessential element of theoverall development ofthe company, in theconviction that people,with their creativity andcommitment, are animportant factor insuccessfully improvingthe quality of thecompany's products andservices.

To play an active role inasserting the values andprestige of the socialeconomy.

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14.000 smiles light up eve ry day with Chateau d’Ax.

LINKED ACTIVITIES OF 14000 PEOPLE

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Chateau d’AxStrategy

The three years 2004-2006 have seenthe full achievement and realization ofthe Chateau d’Ax franchisingdevelopment plans. The organization,the many structural, management andproduction investments have furtherstrengthened the company.

Chateau d’Ax has kept and developedits unquestioned leadership and hasopened the doors to internationalmarkets reaching a great success,above all in the USA (North America)and Europe.

Thanks to its wide range of productsfor home furnishings and thedevelopment in the contract market,the company has registered and kepta constant increase in the internationalmarkets;This has been made possible due tothe reinforcement of the efficiency andprofitability of the Chateau d’Axprocedures in these last years.

The company has to be ready forinnovations and technicaldevelopment through new investmentsand new lines of products.This is the goal for the completion forthe production cycle that, today,is entrusted only to professionalcraftsmen to continue to increasemore and more its quality andprofitability.

These are the objectives of theChateau d’Ax strategy.

Further to the success they had with thelaunch of the new products, such as7 different lines of furniture for living(the only company in Italy), kitchens andthe houses created and projectedin co-operation with Italian VIPS,Chateau d’Ax has implemented newstructural investments, for example,the building of new production facilitieswith automated working procedures.

This last investment offers newpossibilities for the improvement of thecompany's competitiveness,of qualitycontrol and production autonomy.

Moreover Chateau d’Ax has created anew contract division, not only byproposing new dedicatedlines but also by projecting and realizingdirectly new jobs.

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Chateau d’Ax.Exclusive shopsin the world

Chateau d’Ax exportsto 84 countries and,from 1994, also hasdeveloped aFranchising network.As of today thefollowing stores arelocated around theworld:

140 in Italy92 in France31 in China18 in Belgium14 in Portugal12 in Spain8 in Holland5 in South Africa4 in Israel3 in India3 in Switzerland2 in Cyprus

2 in Indonesia2 in Morocco2 in Reunion Island2 in South Korea2 in Tunisia1 in Albania1 in Angola1 in Australia1 in Bosnia1 in Croatia1 in Philippines1 in Guadeloupe1 in Hong Kong1 in Iran1 in Malta1 in Martinique1 in Mauritius1 in Slovakia1 in Taiwan1 in Thailand

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Chateau d’Ax.A manufacturingcompany anda leadingproducer ofupholsteredfurniture

Chateau d’Ax producesfurniture for livingrooms, bedrooms,kitchens andaccessories.

Everyday, 8,000 seatsare produced in ourcompany-ownedfactories.

Our living roomcollection includesmore than 300custom-tailoredmodels, made ofLeather, Microfibreand Fabric.

The production processis carried out accordingto quality standardsand controls(guaranteed byISO 9001 certification).

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DESIGN CINI BOERI

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DESIGN MICHELE DE LUCCHI

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YOUNG COLLECTION

Chateau d’Ax’sdesigners havefavored strong use ofcolor in the youngspace, playing onshades of shades ofblue and grey: elegantcolor bringing to mindart, the imaginationand dreams.

Chateau d’Ax hasdesigned andcreated a younghome with youngpeople in mind.It adapts perfectly tosmall living spacesand is surprisinglyaffordable.

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DESIGN COLLECTION

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DELUXE COLLECTION

Chateau d’Ax Deluxecollection enhanceseverything around it.In an age wherewords such aselegance, good tasteand quality seemrather overworkedand devoidof sense, sacrificed tothe standardisedtastes of massproduction, somepeople are still willingto look for styles with

and added value withwhich to create a newand original way ofinterpreting spaceand well-being.The formula is clear:reinterpret andreproduce the valueof elegant,high-quality furniturein a seductive andelegant way whilemeeting today’sfunctional needs.

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WITHOUT TIME COLLECTION

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ON MEASURE kitchens

45 models purposelydesigned for Italians,home lovers with aneye for good taste.Chateau d’Axkitchens aredesigned based onthe assumption thatpeople cook in Italianhomes and thereforeaesthetic qualitiesmust be combinedwith functional and

practical qualities.Chateau d’Ax offers arange of aestheticallyperfect products,designed to meet thespecific needs of trueusers of thesespaces. Creating aroom ‘par excellence’for the home meansworking with shapes,but also materials,surfaces and colours.

The experienceacquired during yearsof interior decoratingallows Chateau d’Axto create custom-made living spaceswith their kitchendesigns, successfullycombining innovativetechniques with thehighest degree offunctionality.

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RESIDENTIAL

LOUNGE

RESTAURANT

BEDDING

SPA

SWIMMING

THEATRE

AIRPORT

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DOMOTICA

Domotics is thescience that studiestechnologies aimedat improving livingstandards in ourhomes and ourenvironment, makingit possible to usethem intelligently,virtuously and safely.From the mostcorrect andoptimisedmanagement ofconsumption (whichtranslates into energy

savings and thereforecost savings) tosimplified, centralisedinteraction withdomestic appliances,and from managingsecurity topersonalisation ofenvironments.All of this impliesguaranteeingwellbeing in terms oflight, temperatureand quality of the airwe breathe, design,comfort and control,

through to creatingfully assisted settingsin which one can livein the mostindependent mannerpossible.With its exclusiveproject, Chateau d'Axhas taken a leadershipposition in thisregard, and nowoffers its customers3 big advantages:1. Making thistechnology availableto anyone, making it

easy to install in anyhome, offering asignificant range interms of content andeffective services thatare easy to use atlimited cost;2. Offering completeintegration of thistechnology with allthe devices andplants found in thehome;3. Offering a systemthat facilitatespositive, comfortable

interaction betweenthe people that live inthe space - fromsimple entertainmentby managing lightand music scenarios,through to controland assistance withdelicate situations.

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Chateau d’Ax“P” inMarketing

Price• Competitiveness– With its competitive prices,

Chateau d’Ax ranks in themedium-high and high market.

• Wide range of prices– Chateau d’Ax presents different

ranges of prices (from medium-high to high) in order to answercorrectly to the customers’needs.

– Chateau d’Ax presents,environments created by themost famous internationalarchitects dedicated to verydemanding customers.

• The best relation Quality/Price.– Chateau d’Ax studies every

market in order to present to thecustomer the best solution interms of quality and designMade in Italy offered at eachlevel of prices.

Promotion• Chateau d’Ax defines a clear-cut

communication strategy and anefficient media planning tosupport affiliates in their salesactivity.

– Generally, the most used mediasare:

• Womens and furniture magazines.• Newspapers.• Televisions.• Institutional and promotional

catalogues.– It’s important to use medias with

a large audience, in order tocreate and mantain a high levelof brand notoriety.

• Advertising is articulated aroundsome key elements:

– Quality product and competitiveprices.

– Elegant and distinguishedimage.

– Italian design and technology.• Promotion– A constant updating and renewal

of the collection giveChateau d’Ax the opportunity tocreate special promotion duringthe launch of new products.

Place• Co-ordinate and exclusive image.– All stores belonging to the

Chateau d’Ax franchisingnetwork use the same layout andimage.

– A Chateau d’Ax team creates theproject of the shop and theinterior layout and productspresentation.

– The image presented in the shopis the same imagecommunicated in advertising.

• In the chains of shopsdevelopped until today, you canrecognize some fundamentalcriterias followed to choose ashowroom location.

– Defined visable area.– Frequent passageway.– High visibility.– Inside a commercial area.– Positioned along the main

communication routes of thechosen area.

Product• Exclusivity in collection and

covers– The Chateau d’Ax ModelsCollection, as well as the refinedfabric, microfibre and leathercollections are exclusive andcustomer-tailored• Choice for the customer:

wide-ranging collection– Chateau d’Ax offers 300

models and about 1,500 covers.This wide-ranging choice is ableto satisfy the needs of customerslooking for affordable productsand customers looking for top-of-the line products, whilemaximising customer-satisfaction• Equilibration among different

ranges of product– In each country there is a

different proportion among thedifferent groups of productspresented in the shops’exposition.

LuxuryRelax

Design

ModernContemporary

ContemporaryClassical

Pricemedium-high

Pricemedium-low

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WhyChateau d’Ax?

An internationaland long-standing

company

Nationalexclusive

shops’ systems

Specificcollections of

products followingcustomers’

needsTurnkey projects

Brand notorietyin new markets

The Best Partnerfor exclusiveshop project

in upholsteredfurniture