For all brands with a long history, there comes a time where you must regenerate or risk irrelevance. But attracting new and often younger audiences – while holding on to the values, visuals, and voice that made the brand successful in the first place – is one of marketing’s trickiest balancing acts.
Arighi Bianchi faced that very challenge. Once known almost exclusively as a destination for classic, high-end furniture – favoured by older generations and interior design purists – the UK based business found itself out of step with a post-Covid market driven by millennial homeowners, shorter attention spans, and an ‘experience-first’ approach to retail.
Rather than dilute the brand or chase fast trends, the Arighi Bianchi team committed to a deeper transformation. That meant reimagining the business as more than a place to buy furniture. “We stopped thinking about what people needed and started thinking about what they wanted to feel,” says Sara Hassan, Head of Marketing at Arighi Bianchi.
“The store became a lifestyle space. Our social feeds became storytelling tools. And our campaigns became cultural events.”
At the heart of this shift was a long-term, insight-led strategy to broaden the brand’s appeal — without compromising on its founding principles of quality, craftsmanship and individuality.
An example of this is the retailer’s new Postcards From… campaign, now in its fifth iteration, that takes inspiration from Arighi’s founder’s journey from the Italian Lakes to Macclesfield in 1854. Fast forward 171 years and the brand is turning interiors into global journeys – from Japanese hand-crafted furniture to Sicilian ceramics – alongside destination-led themed menus within its in-store Caffè AB, product drops, and huge travel giveaways. An ambitious calendar of workshops, book signings, family fun days, and pop-ups have turned a store visit into a day out, appealing to customers across the UK.
“We also created a content strategy that delivered”, adds Ella Beattie, Arighi’s social media manager. “Our brand and communications refresh, content-first approach,more inclusive tone of voice, modern aspirational imagery, influencer collaborations, human-first storytelling and a major digital revamp have supercharged engagement – with social reach up 1,000% in 2025, and Instagram Stories seeing 20x growth vs 2023.”
Strategic partnerships have also formed a key part of Arighi Bianchi’s strategy. The store welcomed cult London coffee brand Grind as it’s official coffee partner in May 2025, becoming the first partner venue to serve Grind outside of London.
In July 2025, as part of its hugely successful Postcards From … campaign, the brand announced a groundbreaking partnership with Chester Zoo, comprising of events, product showcases, competitions and a fundraising pledge to support Chester Zoo’s global conservation work.
And Sara says these partnerships are just the beginning, “Collaborations allow us to connect with new audiences through trusted partners and maverick brands which share our brand values. From Grind to Chester Zoo, each one has surprised the market and caused a stir – and we have even more in the pipeline for 2025 and 2026.”
“Arighi isn’t just known for selling sofas anymore”, she adds. “We’ve gone from historic furniture shop that’s now got a reputation as a retail destination for a new generation. As a family-run business, this sees the fourth and fifth generations of the Bianchi family collaboratively leveraging their skills and expertise to deliver this multi-channel strategy.
“Our retail-tainment strategy is a deliberate move away from transactional retail and towards brand engagement – putting community, storytelling, and shared experience at the centre of its marketing strategy, that’s bringing new audiences into the store.
“Footfall is up, online growth is strong, and younger demographics are re-engaging with the brand.”
