Protecting local craftsmanship and quality when needed most.

"If you're a brand owner and you want to rest easy, sign up for Transparency."
Stefano Bolzicco

A quality brand

The furniture created by is truly "Made in Italy".

Most of its suppliers are Italian and based within two kilometres of its Udine showroom.

It doesn't get more local than that. And this is something that Stefano Bolzicco, the company's founder, is very proud of.

"Made in Italy is guaranteed", he says. "My products are manufactured by expert local artisans, using the best raw materials."

High-quality furniture has never been in greater demand. However, they are often subject to counterfeiting.

The worst thing is that most customers aren't aware that the furniture purchased isn't genuine.

The brand relies largely on local craftsmanship, and counterfeits have been a major concern from day one.

"Counterfeiting creates all sorts of problems", says Stefano. "Firstly, counterfeiters don't work with my suppliers, so customers would be getting lower quality products."
Counterfeiting is also a form of unfair competition. It costs a lot more to make high-quality products, so I wouldn't be able to compete on price. Watching your sales decrease and your reputation take a hit because customers have had bad experiences with non-genuine products is very frustrating.

A very welcome invitation

Concerned about's reputation and sales, Stefano decided to enrol in the Amazon Brand Registry. Shortly thereafter, he received an invitation to discuss the new Transparency programme.

Stefano considers accepting this invitation to be one of the most significant decisions he has made for the company.

"I immediately realised that Transparency would solve my counterfeiting problems.

Each product has a unique code, which cannot be replicated. So if the code and product do not match, or if the code is missing, the product is carefully reviewed."

The fight against counterfeiting

Signing up for Transparency paid off immediately.

"You feel immediately protected", Stefano continues. "You're no longer afraid of waking up and finding that you've suffered damage because something has happened outside of your control. Incredible, right?"

Signing up has also had long-term benefits for

"Transparency has created a positive feedback trend. With the counterfeiting issue solved, customers receive only genuine products. In addition, they realise that the company puts quality first and wants to provide safe products. This also has positive effects on revenue."

What's more, the ability to ensure that customers only receive genuine products has also increased brand awareness.

"More and more people have become familiar with the brand. And not only that; more and more people remember it when they want to buy quality furniture."

With people spending more time at home, including due to remote working, the demand for desks, office chairs and other office furniture has increased significantly.

Similarly, counterfeiting attempts have also increased, because counterfeiters have seized the opportunity to exploit this unprecedented demand.

Signing up for Transparency couldn't have happened at a better time.

Stefano is convinced that Transparency has played a key role in increasing sales by 312% since 2019, the year that he signed up, because it has protected and strengthened the brand's reputation at a time of high demand and high risk.
"In fact", says Stefano, "Transparency has also helped us stand out during peak periods, such as Black Friday, because its protection has strengthened's positioning and helped us to be known by many more people".

Focus on what's important

Transparency has allowed him to move proactively to combat counterfeits. By eliminating this concern, Stefano has been able to focus on what really matters: bringing international recognition to Udine's skilled artisans and providing the best shopping experience for customers.

This has helped to increase the brand's reputation for quality.

"The costs of Transparency are negligible compared to the advantages offered... It stops anyone from undermining your hard-earned reputation by offering a similar, lower quality, product."

"If you want to protect your brand, I highly recommend signing up."

Get in touch with the Transparency team to learn more.

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