MILAN — Italian furniture firm Poltrona Frau has turned to the luxury fashion world to fuel its next chapter.
On Monday, the firm told WWD that it tapped Giovanni Baldi as its new chief executive officer, succeeding Nicola Coropulis. Baldi most recently served as Europe, Middle East and Africa president at Dolce & Gabbana and spent more than two decades at Gucci. During his 25 years in fashion, Baldi has held senior roles across finance, regional management and global business development.
In August, WWD reported that Coropulis decided to step down after 18 years with the firm and 10 years as CEO.
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The Fashion Treatment
Poltrona Frau said Baldi will join the company during a transformative phase in its international development, building on strategic continuity while strengthening its brand identity. The design company founded in Turin, Italy, in 1912 by Renzo Frau has risen on a global level over the last century for its iconic designs like the Vanity Fair and Archibald chairs.
Poltrona Frau is owned by Haworth Lifestyle, which is also home to historic Italian design brands Cassina, Zanotta, Ceccotti and Cappellini. Poltrona Frau’s parent is part of Holland, Mich.-based Haworth Group, which also owns Janus et Cie, Luminaire, LuxuryLivingGroup and Tuohy.
Haworth Lifestyle CEO Dario Rinero touted Baldi’s luxury experience as an essential asset in this new phase of growth.
“His extensive knowledge of the luxury sector, proven experience leading international organizations and ability to combine strategic vision with operational excellence make him the ideal leader to guide Poltrona Frau through its next phase of growth and transformation,” Rinero said.
It isn’t the first time the world of home has looked to fashion to ignite a new growth phase.
Daniel Lalonde went on to lead Flos B&B Group and later Vita, part of Finland’s Fiskars Group, after serving as CEO at SMCP, the group behind accessible fashion labels Sandro, Maje, Claudie Pierlot and Fursac. He had also been international president of Ralph Lauren International and held various positions at LVMH Moët Hennessy Louis Vuitton, including president and CEO of Louis Vuitton North America.
In April, Poltrona Frau parent Haworth Lifestyle recruited John Eldelman, one of American furniture and design’s top executives, in the role of president, North and South America. Edelman also worked for Sam & Libby shoes, which was founded by his brother Sam Edelman and the latter’s wife Libby.
A Crucial Phase
Coropulis, who has agreed to stay on as a strategic adviser to facilitate Baldi’s transition period, pioneered the company through an era marked by digital and technological innovation.
In June, Poltrona Frau introduced the digital product passport, an interactive digital tool that uses an NFC tag to provide information on product origin, authenticity, quality and life cycle. In 2024, it became one of the first luxury furniture brands to join the Aura Blockchain Consortium. In April 2025, the firm became the first major furniture company to turn digital art into commercially ready pieces for the home with designs by Ezequiel Pini, the Argentinian artist who goes by the stage name Six N. Five.
During Coropulis’ tenure, the firm welcomed a roster of design-forward names, including a collaboration with U.K.-based interiors and fashion designer Faye Toogood for the Squash collection, Como-based design duo Draga & Aurel for the Parka sofa and even forged a landmark fashion collaboration with British menswear designer Ozwald Boateng.
In the statement, Baldi said that fostering relationships to elevate Poltrona Frau’s global image is a top priority for Baldi.
“We will continue strengthening relationships with our customers and partners while creating new opportunities across international markets, enhancing the core values and authenticity of Poltrona Frau and increasing its relevance for the future.”
