Protecting local craftsmanship
and quality in a time of need
"If you want to sleep soundly as a brand owner, join Transparency."
Stefano Bolzicco
Owner, LoryArreda.com
A mark of quality
When LoryArreda.com puts "Made in Italy" on their furniture, they really mean it.
The vast majority of their suppliers are Italian and based within a mile of LoryArreda.com’s showroom in Udine — a small city nestled between the Italian Alps and the Adriatic Sea.
It doesn’t get more local than that. And this is something the company’s founder Stefano Bolzicco is extremely proud of. "Made in Italy is guaranteed," he says. "My products are made by highly skilled local craftspeople with the best raw materials."
High-quality furniture has never been more in demand. However, it’s an open secret that counterfeiting is also widespread. What’s worse is that most customers aren’t aware that the furniture they’re buying isn’t genuine.
Because local craftsmanship is a cornerstone of LoryArreda.com’s brand, this was a concern from day one.
"Counterfeiting creates all sorts of problems," says Stefano. "First of all, counterfeiters wouldn’t work with my suppliers. So the customer is getting an inferior product."
"Counterfeiting is also unfair competition. It costs more to make high-quality products, so I can’t compete on price. And seeing your sales decrease and your reputation taking a hit because customers have had bad experiences with products that aren’t genuine is very frustrating."
The vast majority of their suppliers are Italian and based within a mile of LoryArreda.com’s showroom in Udine — a small city nestled between the Italian Alps and the Adriatic Sea.
It doesn’t get more local than that. And this is something the company’s founder Stefano Bolzicco is extremely proud of. "Made in Italy is guaranteed," he says. "My products are made by highly skilled local craftspeople with the best raw materials."
High-quality furniture has never been more in demand. However, it’s an open secret that counterfeiting is also widespread. What’s worse is that most customers aren’t aware that the furniture they’re buying isn’t genuine.
Because local craftsmanship is a cornerstone of LoryArreda.com’s brand, this was a concern from day one.
"Counterfeiting creates all sorts of problems," says Stefano. "First of all, counterfeiters wouldn’t work with my suppliers. So the customer is getting an inferior product."
"Counterfeiting is also unfair competition. It costs more to make high-quality products, so I can’t compete on price. And seeing your sales decrease and your reputation taking a hit because customers have had bad experiences with products that aren’t genuine is very frustrating."
I immediately realized that Transparency would solve my counterfeit problem. Every product has a code which is unique and cannot be replicated. So if the code and the product don’t match — or if the code is missing — the product gets investigated.Stefano BolziccoOwner, LoryArreda.com
A welcomed invitation
Worried about LoryArreda.com’s reputation and sales, Stefano decided to sign up for Amazon Brand Registry. Shortly thereafter, he received an invitation to discuss a new programme called Transparency.
Stefano considers accepting this invitation to be one of the most important decisions he has made for the brand.
"I immediately realized that Transparency would solve my counterfeit problem. Every product has a code which is unique and cannot be replicated. So, if the code and the product don’t match — or if the code is missing — the product gets investigated."
Stefano considers accepting this invitation to be one of the most important decisions he has made for the brand.
"I immediately realized that Transparency would solve my counterfeit problem. Every product has a code which is unique and cannot be replicated. So, if the code and the product don’t match — or if the code is missing — the product gets investigated."
Fighting back against counterfeiters
Joining Transparency paid off straight away.
"You feel instantly protected," enthuses Stefano. "You’re no longer afraid of waking up and finding you lost out because something wrong happened that was out of your control. Incredible, right?"
But signing up has also had long-term benefits for LoryArreda.com.
"Transparency has created a positive feedback loop. With counterfeit products sidelined, people can only get the genuine article. And they start learning that you stand for quality and can be trusted to deliver a safe product. That, in turn, has a positive effect on your turnover."
More importantly, being able to ensure that customers can only receive genuine products has also helped increase brand awareness.
"People have become familiar with the LoryArreda.com brand. And, better still, more people are remembering it when they’re looking to buy quality furniture."
"You feel instantly protected," enthuses Stefano. "You’re no longer afraid of waking up and finding you lost out because something wrong happened that was out of your control. Incredible, right?"
But signing up has also had long-term benefits for LoryArreda.com.
"Transparency has created a positive feedback loop. With counterfeit products sidelined, people can only get the genuine article. And they start learning that you stand for quality and can be trusted to deliver a safe product. That, in turn, has a positive effect on your turnover."
More importantly, being able to ensure that customers can only receive genuine products has also helped increase brand awareness.
"People have become familiar with the LoryArreda.com brand. And, better still, more people are remembering it when they’re looking to buy quality furniture."
Joining Transparency couldn’t have happened at a better time
With people spending more time at home — and working from home — demand for desks, office chairs, and other furniture has significantly increased.
But counterfeiting has also increased, because bad actors have seized the opportunity to exploit the unprecedented demand.
Stefano is convinced Transparency played a big part in their sales increasing by a massive 312% since joining in 2019, because it protected and reinforced the brand’s reputation at a time of peak demand and peak risk.
But counterfeiting has also increased, because bad actors have seized the opportunity to exploit the unprecedented demand.
Stefano is convinced Transparency played a big part in their sales increasing by a massive 312% since joining in 2019, because it protected and reinforced the brand’s reputation at a time of peak demand and peak risk.
Transparency has also helped us stand out at other peak times like Black Friday.
"In fact," Stefano notes, "Transparency has also helped us stand out at peak times like Black Friday, because its protection has strengthened LoryArreda.com’s positioning and helped it gain greater recognition."
Focusing on what matters
Transparency has made it possible for them to take proactive action to combat counterfeits. Not having to worry about it has allowed Stefano to focus on what really matters most to him — bringing international recognition to Udine’s skilled craftspeople and providing the best experience for their valued customers.
This has helped their reputation for quality to grow.
This has helped their reputation for quality to grow.
Get in touch with the Transparency team to learn more
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