MILAN — With an eye on opening more showrooms in key global markets, Indian luxury interiors company Diviana has landed in one of the most exclusive shopping neighborhoods in the world.
On Thursday, the New Delhi-based firm opened a showroom and flagship in the fashionable Quadrilatero area of Milan on Via Monte di Pietà, just steps away from both the Bulgari and Armani Hotels and the artsy Brera district. Its luxury couches and marble tables are made in India and designed in Italy.
One of India’s leading home firms, Diviana was founded by entrepreneur Kapil Chopra in 2009. Italian architect Marco Corti is its art director and coordinator of the new interior collections. Corti founded Kemistry of Style in 2001 in Milan and has worked with leading Italian firms like Cappellini and B&B Italia.
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Milan, its first European stop, plays a pivotal role in the brand’s international growth, after an evaluation of six other global locations. “For Diviana, Milan, a symbol of global excellence in design, fashion and culture, embodies the spirit of elegance, craftsmanship and innovation that defines the brand. This debut is not merely an entry into Europe but a testament to Diviana’s commitment to adding a new voice to Milan’s rich design narrative, aiming to become an integral part of the city and Italy’s global design legacy,” the company said.
At the opening, Chopra told WWD the company plans to open stores in U.S. cities like New York and Miami by the end of 2025. He also explained that the same sort of artisan craftsmanship Italy is known for can be found in India.
“I’m a visionary entrepreneur with a technical know-how. I am also a designer. So we know how the production happens. We want to create an Indo-Italian business culture so that Italian designers are incorporated into Indian manufacturing, so that it’s global,” Chopra added.
Last year Diviana launched two interior collections, Sublime and Q, designed with Corti and encompassing about 250 products recognizable for quality stone, upscale fabrics and luxury finishings.
“The idea was to create a sober and elegant environment where every element was designed to best enhance the essence of the products on display,” Corti said.
In 2023, Diviana had 15 million euros in sales. In the first half of 2024, the firm saw a 30 percent increase in revenues. The brand is planning to invest 50 million euros in Italy and Europe over the next two years.
According to Statista, India’s furniture market is on the rise and is projected to generate revenue of $5.8 billion in 2024. Driven by a growing middle class and urbanization, the market is expected to grow at a compound annual growth rate of 6.1 percent from 2024 to 2029.
By comparison Italy’s furniture sector including bath and kitchens was valued at between 46 billion euros and 48 billion euros in 2023, according to a Bain & Co. estimate given to WWD in April.