“The sample collection is essential for us because, in some way, it represents the extension of our products that helps us communicate them effectively.”
Veneto, 1950s.
It is in this microcosm that everything begins, where the entrepreneurial innovation of the time has now become a symbol of Italian tradition worldwide. Two young men of that era, Oliviero and Rovilio, took their first ambitious steps in two separate ventures that, in 2008, would come together to complete each other, merging the acronym of “Artigiana Legno Francenigo,” the cooperative of which the former was a member, with the surname of the latter. This is how Alf DaFrè was born, a company that today is part of a group alongside its sister companies Alf Italia and Valdesign. Their unified goal is clear: to design living spaces where furniture and people coexist harmoniously, both environmentally and aesthetically as well as ergonomically.
The rest is a refined functional expression: customizable modular and furnishing systems (Alf DaFrè), bedrooms and living areas with a contemporary style tailored specifically for foreign markets (Alf Italia), and “experiential” kitchens designed for living and sharing (Valdesign).
Design and sustainability are the other guiding principles for the group. The former is compressed and articulated in the combination of “aesthetics and functionality” thanks to significant collaborations with renowned national and international designers, while the latter centers on the “man and environment” symbiosis. This is achieved through a business policy focused on the well-being of the region, the community, and individuals, with significant actions to reduce environmental impact—both in terms of construction and production—favoring the use of ecological, durable, and recyclable materials in manufacturing, and enhancing work and relationships with collaborators and employees through the shared ethical code that guides the various activities.
“Each brand within the group has its own communication needs that guide us in designing the sample collections. The sample collection must first and foremost be functional for its users while also expressing the unique value concept of each company.”
In 2023, another forward-looking perspective allowed the group to expand its commercial and strategic vision by opening the Alf DaFrè-Valdesign Flagship Store in the heart of Milan. According to Alf Group Marketing Manager Stefano Lamon, this store represents “an idea of a store that allows us to break away from the traditional concept of a shop and engage with contemporary design.” It’s a place that serves the creativity of architects and designers, inspired by the colors of the Torre Velasca, where “systems interact with furniture through a color palette, working tone-on-tone, enhancing different wood textures, and adding color accents that emotionally convey the diversity of environments.”
