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A glimpse at manu f ac tur ing in A pulia

THE HOME SYSTEM I


FOR INFORMATION REGARDING THE ACTIVITIES OF THE APULIAN REGIONAL GOVERNMENT TO SUPPORT THE INTERNATIONALIZATION OF BUSINESSES Puglia Sviluppo S.p.A. SPRINT Apulia REGIONAL DESK FOR INTERNATIONAL BUSINESS PROMOTION

A glimpse at manu f ac tur ing in A pulia

Via delle Dalie, angolo Via delle Petunie Zona Industriale Modugno (BA) Tel. Office +39 080 5498811 sprint@regione.puglia.it FOR INFORMATION ON THE WOODWORKING AND FURNITURE BUSINESS CLUSTER The Woodworking and Furniture Business Cluster Via Amendola, 172/5 - Bari - Italy Tel. +39 080 5289753 - fax +39 080 5220665 presidente@distrettolegnoarredo.it confartigianato.puglia@virgilio.it www.distrettolegnoarredo.it

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The home systems sector 6 10 14 26 32 34 38 44 46 50 56 62 66 72 78

The art of living A long Apulian story A smart system The strength of the business clusters The woodworking and furniture business cluster Wood, leather and foam rubber make a house a home The future of furniture Beyond space Social domotics Around the world Investing in Apulia Apulia’s greatest strengths Universities and research centers Incentives for development Sector Agreements for development


A glimpse at manufacturing in Apulia The home systems sector This booklet, published by the Apulian Regional government, serves to present Apulia’s particular take on the woodworking and furnishing sector to those that operate in it, both at home and abroad, and at the same time, confirm its status as a dynamic and trustworthy partner and a place that is as good to work in as it is to live in. The woodworking and furnishing sector is a consolidated Apulian tradition, and one of the best known to overseas markets. Today, thanks to the standard of excellence reached in design and in sub-sectors such as the living room, in 2013, Apulian furniture accounted for 4.2% of Italy’s national exports. This is undoubtedly a significant result, particularly in view of the global crisis. That said, now there is a new challenge that Apulia is determined to succeed in: to move the home along with its furnishings and accessories into the “smart” age, to create intelligent systems in which technology has a role to play in all that a home entails – from light bulbs to electrical appliances and sofas – making the lives of all who live in it better whether young, old or disabled.

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If homes are to become “smart”, industrial research and innovation is essential and believing this is what will stimulate development, the regional government of Apulia has already made considerable efforts in this direction by investing significant sums of public money. The furnishing sector in particular has benefitted from a type of collaborative program agreed between public bodies and institutions known as an “Accordo di Programma”, undersigned in this case by the regional government of Apulia and the Ministry for Economic Development as well as the regional government of Basilicata and Invitalia, whose remit is to attract investments. Between them, they have made 101 million Euros available to attract outside financing and promote the sector, adding to hefty incentive packages already available - 12 of which have already been taken up - worth more than 864 Euros and aimed at businesses of all sizes and in various productive sectors. Apulia’s appeal to investors operating in the woodworking and furnishings sector is two-fold. It is a region able to export top quality products in terms of design and innovation and they are also ecofriendly. The area itself is also attractive to investors, thanks not only to its geographic position, one of the most strategic in the world, but also its excellent transport and logistics systems. Furthermore, there are investment incentives available and the chance to exploit the benefits offered by an area in which business, universities and research have created a collaborative network, and in which innovation and internationalization are driving forces for growth. 3


The “home and furnishings sector� is all about designing and producing furniture, furnishing accessories and lighting that is in step with all the latest trends in design as well as eco-building and architecture.


THE

ART OF The need we all have to personalize and decorate our homes is something that has characterized man since time began. Examples of this innate tendency are the many wall paintings that have been discovered in Paleolithic caves, such as the detailed paintings and engravings that adorn the Silent district’s famous pre-historic sites, the Romanelli and Cervo (Deer) Grottoes.

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These early examples of pictures mark the beginnings of the art of living that has become a symbol of the Made in Italy brand throughout the world. The ability of Italians to make their homes look good as well as welcoming and functional not only characterizes their lifestyle, but is something that has become fundamental to the country’s manufacturing industry.

LIVING

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Apulia’s “home system” is born of craftsmanship and innovation.


A LONG

There is a long history of people and businesses that have grown up in the region and have exported the Made in Puglia brand across the globe. Supported by the regional government, artisans and businessmen have established an industrial system that continues to be one of the region’s greatest economic assets.

APULIAN STORY In Apulia, the capacity to create objects that adorn homes is due to the excellence of its artisans and its innovative industry, set up by businessmen who wanted to invest in the region and have known how to transform the local tradition for crafting items by hand into a veritable production chain.

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Stitching a sofa cover - Altamura (BA).


A SMART Today, Apulia’s “home system” is a fully integrated production chain that comprises the design, production and commercialization of furniture, home accessories, lighting and domotic (home automation) systems that reflect the latest design trends and go hand-in hand with eco-friendly construction and architecture.

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SYSTEM New materials, research and development and investing in innovation have turned Apulia’s home system into a sector of excellence in which the products on offer never stop evolving. Upholstered furniture, home furnishings on demand, fixtures and building accessories make up Apulia’s furnishing sector which, thanks to the Region’s very real commitment, is today a bona-fide “smart home system”.

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The concept of energy saving and design in this kitchen come together in perfect harmony thanks to the use of LED lighting - Miggiano (LE)


THE

HOME

SYSTEM SECTOR MAIN SECTORS OF SPECIALIZATION

NUMBER OF BUSINESSES: 3.568 *

UPHOLSTERED FURNITURE

NUMBER OF EMPLOYEES: 20.069 *

KITCHENS

EXPORT: 356,8 M **

BESPOKE FURNITURE ECO-FRIENDLY FURNITURE DOMOTICS (HOME AUTOMATION) BUILDING COMPONENTS FIXTURES

*SOURCE: CCIAA BARI (CHAMBER OF COMMERCE, INDUSTRY, ARTISANS AND AGRICULTURE) 2013 ** SOURCE: ICE (ITALIAN INSTITUTE FOR FOREIGN TRADE) 2013 18

LIGHTING

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The manufacture of upholstered furniture is one of the most important sectors in Apulia’s “home system” industry - Santeramo in Colle (BA).


One stage in the making of a front door in a company that produces wooden fixtures - Mottola (TA).

Foto di Rudi Sebastian


THE MANUFACTURING HUBS FOR THE HOME SYSTEM SECTOR

FOGGIA BARI BAT

(Barletta-Andria-Trani)

BRINDISI

LECCE BESPOKE FURNITURE HUB UPHOLSTERED FURNITURE HUB BESPOKE FURNITURE HUB HUB FOR THE PRODUCTION OF BUILDING COMPONENTS AND FIXTURES HUB FOR THE PRODUCTION OF BUILDING COMPONENTS

TARANTO


THE STRENGTH

OF THE The regional government believes that there is strength in numbers and it backs up that belief by providing local industry with both know-how and funding. In this case, it is the Woodworking and Furniture Business Cluster that brings businesses, research centers, universities and associations together under one umbrella to foster continuing expansion and growth.

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Companies are extremely active both at national level and on the international markets and what characterizes this cluster is the effort to innovate and its widespread presence throughout the region.

BUSINESS CLUSTERS Research germane to the “home system”, which is one of the objectives established by the business cluster, is now propelling the sector towards the future thanks, for example, to the development of new materials and domotics that will result in the creation of “smart homes”. 27


Lecce stone is shaped and turned into an item for the home - Monteroni di Lecce (LE).


Traditional methods for working Lecce stone combine with latest design trends and reinterpret the entire concept of lighting - Melpignano (LE).

Foto di Jean-Christophe Riou


THE

WOODWORKING AND

FURNITURE BUSINESS

CLUSTER

114 COMPANIES 2 RESEARCH CENTRES AND UNIVERSITIES 5 TRADE UNIONS AND ASSOCIATIONS

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WOOD, LEATHER AND

RUBBER There is no such thing as a home without furniture; tables, chairs, sofas and bookcases are the very essence of a home, and it is around these items that Apulia has created a complex industrial system that can boast of the excellence of, amongst other things, its upholstered furniture. The hub of this specialized field was first established in the Murgia area – between Bari and Matera - in the mid 50s, and developed thanks to several of the leading companies in this field and businessmen who were able to take what was happening on the ground locally and transform it into an industrialized system.

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FOAM

MAKE A HOUSE

HOME

When a few Apulian businessmen came up with the idea of takin the production of upholstered furniture from artisanal to industrial level, it marked the beginning of the creation of a system of excellence in the region. The upholstered furniture hub, strongly geared towards overseas markets, was able to exploit all the available distribution channels including those linked to sectors connected with tourism and hotel contracts.

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Apulian sofas encapsulate all the typical, traditional craftsmanship of the region – Santeramo in Colle (BA).


Companies based in Bari and Lecce exemplify this resolve to innovate and have specialized in bespoke furniture, a new productive sector that reflects consumers’ desire to personalize their homes and to possess items that are unique.

THE FUTURE

A few small and medium sized companies based between Taranto and Lecce are also a driving force for innovation. They have set up a district that produces the fixtures needed by the building industry. Floor coverings, doors, windows, stairs, pre-fabricated houses and other structures as well as plywood and paneling conceived and created with sustainability in mind.

OF FURNITURE

The furniture, furnishings and fixtures sector is greatly influenced by fashion and new trends and Apulia has been able to keep pace with these changes and turn the sector into a progressive industrial reality. By investing in design and innovation, companies with traditional, artisanal roots are now working with eco-sustainability in mind and seeking out new aesthetic solutions.

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Sturdy and beautiful – a winning combination in walnut and ash - Lecce.


Practical and geometrical - applying Made in Puglia style to wood furniture - Massafra (TA).


BEYOND The current frontier to be conquered is that of homes controlled by technology. Domotics – the automation of houses – is changing domestic life and making it progressively easier and more sustainable thanks to computer technology. In Apulia today, the goal is to create a smart house in which energy consumption, home security, lighting and heating can be controlled and regulated. Today, the concept of a smart home is an entrepreneurial reality in Apulia, and one that the region’s government strongly endorses.

Many applications are already being produced, including those that open and close doors and windows when lights are turned on, off or their intensity is regulated, systems that control the electric load or operate environmental and personal security systems as well as in-situ and remote video devices that monitor rooms and control the systems that produce electricity in order to reduce waste.

SPACE 45


In Apulia, the smart home concept is all about social domotics. Technology has become a tool for inclusion thanks to assisted-living technologies that help those who are not fully independent to live at home alone. One of the movers and shakers in social domotics is InnovAAL, a public-private association researching and developing technologies and services for active and assisted living. In Apulia, furthermore, five centers of excellence have been established in which innovative social domotic projects are underway, working on personalized solutions for the automation of homes.

SOCIAL DOMOTICS These centers offer families a consultancy service dealing with prosthetics and computerized and domotic aids that help those who are disabled or not selfsufficient to be more mobile. For the regional government, the well-being of all its citizens is a prime concern and as it sees inclusion as the key to the future of Apulia, when social cohesion will also mean economic development, this sector is one of primary interest.

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Social domotics means having the ability to control all functional operations in one’s home with a Smartphone – Conversano (BA).


Internationalizing involves more than just exporting goods; here it also involves the IDE – the overseas investment program that Apulian businesses have set up to help them enter new markets by using existing manufacturing plants.

AROUND The quality of the Made in Puglia brand is recognized throughout the world and in fact the entire “home system” sector is extremely active on foreign markets. The United Kingdom, France, Belgium and Germany are the major commercial partners in this sector, but in recent years they have been joined by Russia and China who are showing a growing interest in Apulia’s productive industries. Aware of the dangers and determined to provide maximum protection to the Made in Puglia brand, the regional government is on the front line in the war against counterfeit goods.

Several have already successfully exploited the IDE formula both in Europe and elsewhere.

THE

WORLD 51


Fiber extracted from prickly pears is used to cover pieces of furniture and furnishing accessories is an Apulian innovation - Galatina (LE).


Traditional and innovative materials appreciate in value when used in the design and production of bespoke kitchens– Miggiano (LE).


Apulia is one of the most dynamic regions of southern Italy. Its development model is designed to encourage greater synergy between businesses and research, improve infrastructure and increase the availability of a skilled workforce has proved successful in all productive sectors.

The regional government in fact, can guarantee a high level of competency in the management of international relationships and it also and offering support to foreign companies with a branch in Apulia.

INVESTINGIN APULIA One of the main strengths of this “Apulian model� is that brokers can rely on guaranteed rules as well as incentive packages available to all types of businesses. What is more, in Apulia, these businesses are dynamic, proactive and leaders in some sectors and whilst open to trying new ideas, their traditional artisanal heritage is tangible and finally, they are also internationalized

The strategic geographical position, a commitment to sustainability, a progressive welfare system and an impressive social capital are the other unique elements that make Apulia a beautiful and interesting place in which to live – and invest.

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An automated system to cut out pieces used in bespoke furniture - Miggiano (LE).


The making of fixtures and furniture for wood doors and windows - Mottola (TA).


A REGIONAL GOVERNMENT THAT IS SENSITIVE TO THE NEEDS OF BUSINESSES THAT INVEST IN THE DEVELOPMENT OF THE LOCAL ECONOMY. A POSITIVE BUSINESS CLIMATE WITH AN HIGHLY DYNAMIC ENTREPRENEURIAL SYSTEM.

APULIA’S AN EXCELLENT NETWORK OF UNIVERSITIES AND RESEARCH CENTRES.

A STRATEGIC GEOGRAPHIC POSITION AND EXCELLENT INFRASTRUCTURE.

A HIGHLY SKILLED WORKFORCE AND AN ACTIVE JOB MARKET.

GREATEST STRENGTHS WELL STRUCTURED INCENTIVE PACKAGES AIMED AT ATTRACTING FOREIGN INVESTMENT AND ENCOURAGING ENTREPRENEURIAL DEVELOPMENT OF REGIONAL PRODUCTION.

A GOOD QUALITY OF LIFE (THE APULIAN LIFESTYLE) 63


INFRASTRUCTURE

12.000 KM OF ROADS 1528 KM OF RAILWAY TRACKS 2 INTERNATIONAL AND 2 DOMESTIC AIRPORTS 9 PORTS INCLUDING COMMERCIAL AND PASSENGER

BUSINESSES AND THE

JOB MARKET

332 THOUSAND ACTIVE BUSINESSES * 1 BUSINESS FOR EVERY 12 INHABITANTS ** 1 MILLION AND 156 THOUSAND PEOPLE IN EMPLOYMENT *** 7,9 BILLION EUROS WORTH OF EXPORTS ***

1 INTERPORT 99,2% OF THE POPULATION HAS ACCESS TO BROADBAND

* SOURCE: BARI CCIAA, 2013 ** SOURCE: BARI CCIAA AND ISTAT, 2013 *** SOURCE: ISTAT, 2013 65


UNIVERSITIES

RESEARCH CENTERS

AND

4 UNIVERSITIES (3 PUBLIC & 1 PRIVATE) 1 POLYTECHNIC 30 NETWORKS OF PUBLIC RESEARCH LABORATORIES 6 TECHNOLOGICAL DISTRICTS RECOGNIZED BY THE MINISTRY FOR EDUCATION, UNIVERSITIES AND RESEARCH (MIUR) 3 PUBLIC / PRIVATE ASSOCIATIONS

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Designing bespoke furniture - Noicattaro (BA).


Skilled craftsmen add to the quality standards of modern production processes in Apulia’s home system sector - Melpignano (LE).


The regional government of Apulia has mobilized a total of 2.3 billion Euro across the region 600 million of which from the public purse. In addition to regional funding, the Ministry for Economic Development has also created a fund for sustainable growth to be used to foster research, development and innovative projects as well as a greater international presence of Apulian companies and to attract overseas investment.

INCENTIVES As well as encouraging greater synergy between the worlds of production and research which has resulted in experimentation, innovation and the sharing of know-how, the regional government has made and is still making considerable resources available to support and promote Apulia’s various economic sectors. Financing, most of which comes from the European Regional Development Fund, is awarded to different sized businesses operating in the various manufacturing sectors active in Apulia.

FOR DEVELOPMENT

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SECTOR AGREEMENTS FOR REGIONAL PROGRAMMES 291,772,093 Euros for manufacturing companies to foster business development and new projects, improve the region’s competitiveness, make it more attractive to investors and boost employment.

HELP FOR MEDIUM-SIZED BUSINESSES AND CONSORTIA OF SMALL AND MEDIUM-SIZED BUSINESSES IN INTEGRATED INVESTMENT PROGRAMMES IN THE FORM OF TOURISM PIA A 54 million Euros in tax breaks etc. to boost the quality standards of all aspects of tourism in Apulia and to classify what is on offer.

SECTOR AGREEMENTS FOR TOURIST PROGRAMMES 50 million Euros to support and boost the process designed to break down the seasonal nature of tourist traffic.

HELP FOR MEDIUM-SIZED BUSINESSES AND CONSORTIA OF SMALL AND MEDIUM-SIZED BUSINESSES IN THE FORM OF “PROGRAMMI INTEGRATI DI AGEVOLAZIONE” (PIA) 201,303,144 Euros in tax breaks etc. have been made available for the manufacturing and service industries and for those involved in the transformation and commercialization of agricultural products, the objective being to create jobs, social stability and economic dynamism.

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HELP FOR MICRO AND SMALL BUSINESSES WITH THEIR INITIAL INVESTMENTS (CREDIT INSTRUMENT II) A total of 106,855,077 Euros available to small and very small companies to promote their economic development by making credit more easily available to them.

HELP FOR SMALL BUSINESSES WORKING IN THE TOURIST SECTOR WITH THEIR INITIAL INVESTMENTS (CREDIT INSTRUMENT II - TOURISM) 25 million Euros to help small and medium-sized businesses working in the tourism and hotel sectors, the management of tourist ports and the management of beach facilities as well as those that create new tourist-hotel based initiatives involving the redevelopment of buildings of historic or architectural interest.


HELP FOR NEW AND INNOVATIVE SMALL BUSINESSES Some 15 million Euros have been allocated to stimulate the establishment of small and micro businesses that will utilize – in terms of what they manufacture - the results of research carried out into industries of strategic importance to Apulia’s development (Advanced materials, advanced logistics, advanced ICT (computer controlled) production systems, the environment and energy saving, human health & food-farming).

HELP FOR ESTABLISHED AND INNOVATIVE SMALL BUSINESSES 15 million Euros set aside to stimulate the creation, consolidation and growth of new, innovative micro and small businesses operating in specific industrial sectors (advanced materials, advanced logistics, advanced ICT (computer controlled) manufacturing systems, the environment and energy saving, human health & food-farming) identified by the Apulian regional government as being eligible for investment funding for projects, put forward and supported by established businesses, aimed at furthering the achievements of active businesses and existing research.

PIA FOR SMALL BUSINESSES More than 49,448,032 Euros available to incentivize Apulia’s most dynamic small businesses to consolidate, expand and innovate. 76

HELP FOR PRODUCTION CENTRES BASED OUTSIDE THE URBAN AREA A budget of 10 million Euros to support the consortia or business networks that want to promote the transfer of existing production units from urban areas with a population of more than 40,000 people to industrial estates or manufacturing areas.

INTERNATIONALIZATION For the first time ever, the regional government has decided to incentivize businesses to internationalize by establishing a 20 million Euro fund to be used to increase the number of companies in Apulia that export abroad.

CHILD CARE CENTRES – A NEW INITIATIVE FOR BUSINESSES This initiative introduced by the regional government is aimed at the young, women, the unemployed and people about to lose their jobs as well as VAT registered temporary workers. The 54 million Euros allocated to incentivize this initiative is expected to provide investment cover for between 80 – 100% of non-repayable loans and mortgages.


SECTOR

AGREEMENTS One of the instruments designed to develop the furniture production chain is a particular “Program� agreement for the upholstered furniture business cluster in the Murgia district (central Apulia) that has been endorsed by the Ministry for Economic Development, the regional governments of Apulia and Basilicata as well as the Business Development and Investment Agency. The plan calls for 101 million Euros to be used to boost the entire upholstered furniture sector.

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The money will be used to innovate production methods and products, introduce state of the art technology, invest in research and development, foster new businesses using systems that are more high-tech than usual, provide specialist and ongoing training, make it easier to obtain credit, renew logistical platforms and up-grade interconnecting infrastructures.

FOR

GROWTH 79


FOR INFORMATION REGARDING THE ACTIVITIES OF THE APULIAN REGIONAL GOVERNMENT TO SUPPORT THE INTERNATIONALIZATION OF BUSINESSES Puglia Sviluppo S.p.A. SPRINT Apulia REGIONAL DESK FOR INTERNATIONAL BUSINESS PROMOTION

glimpse at manu f ac tur ing in A pulia

Via delle Dalie, angolo Via delle Petunie Zona Industriale Modugno (BA) Tel. Office +39 080 5498811 sprint@regione.puglia.it FOR INFORMATION ON THE WOODWORKING AND FURNITURE BUSINESS CLUSTER The Woodworking and Furniture Business Cluster Via Amendola, 172/5 - Bari - Italy Tel. +39 080 5289753 - fax +39 080 5220665 presidente@distrettolegnoarredo.it confartigianato.puglia@virgilio.it www.distrettolegnoarredo.it

Š APULIA REGION Printed in April 2014 by Stampa Sud S.p.A. - Mottola (TA) III


Project co-financed by the E.U., in accordance with the Operational Programme E.R.D.F. European Regional Development Fund Puglia 2007-2013 – Line 6.3., Action 6.3.2” “Initiatives in support of local business internationalisation

APULIA REGION ECONOMIC DEVELOPMENT EMPLOYMENT AND INNOVATION POLICY DEPARTMENT International Business Promotion Department Corso Sonnino, 177 • Bari / Italia Tel. +39 080 540 47 47 Fax +39 080 540 47 43 servizio.internazionalizzazione@regione.puglia.it www.regione.puglia.it www.sistema.puglia.it

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Profile for internazionalizzazione

Home interiors sector brochure  

Home interiors sector brochure  

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