The Elastic Dynasty | A conversation with Flexform’s Giuliano Galimberti

Marching to the beat of its own drum, Italian furniture powerhouse Flexform continues to be a cherished family affair that enjoys flexing its creative muscles with an emphasis on quiet elegance and unparalleled comfort, to which descendant Giuliano Galimberti proudly co-pilots to better horizons.

Words by Monisha Sivanesan | Images courtesy of Flexform

Like a school of salmon swimming upstream against the current to ensure the survival of their species, so does each generation of a family-owned Italian furniture company that unitedly treads through decades of transient trends, unpredictable market shifts and complex intergenerational dynamics to emerge victorious with each passing year. From the founders toiling away at an artisan workshop in Brianza, Northern Italy back in 1959 to their grandchildren launching the first flagship store in Kuala Lumpur, Malaysia now in 2024, Flexform has surely come a long way to establish itself as a force to be reckoned with. Repping the current batch in charge during the opening was Giuliano Galimberti, co-owner and export sales director who in the midst of overseeing the company’s international distribution, generously found the time to share more about the brand and unveil its inner workings—what makes it tick, what makes it shine and what makes it last.

Typical of Italian companies to adopt the founder’s familial name, this one was no different—that is, until it traversed beyond its national borders. Under the second generation, Figli di Giovanni Galimberti, or Giovanni Galimberti & Sons as translated in English, matured into Flexform, the name we know and love today; it’s a name that speaks to the comfortable shape and liberating spirit of the products produced. Aside from distinguishing itself from local competitors, this move signified the company’s pivotal transition into an international player who’s ready to conquer new markets. It was a much needed step forward after having long moved away from manufacturing repetitively traditional pieces to designing originally contemporary ones in collaboration with some of the biggest architects and designers of that time such as Rodolfo Bonetto, Cini Boeri, Joe Colombo and, of course, a young Antonio Citterio who grew up to be famous in his own right, and an invaluable principal partner for over 50 years and counting.

Over time, the head-to-toe Made in Italy brand nurtured a mutual relationship with the different cultures it interacted with, broadening its perspectives and experiences with regards to design, as well as the people who create and make use of it—all whilst retaining its own distinctive DNA which has become synonymous with a soft sense of comfort, neatly wrapped in a smart casual kind of elegance that is never opulent nor seasonal. For instance, just recently at the Salone del Mobile Milano 2024, the collar-like Eri armchair designed by Fumie Shibata was introduced, signalling the first of what hopes to be many collaborations with talented Asian designers. Appreciated amongst different cultures, traditions and personalities, the essence of Flexform is evidently universal.

But what exactly makes the brand so special in Giuliano’s eyes? While specialised craftsmen and a wide range of high-quality materials found locally also come into the picture to make the Flexform name proud, the uniqueness of the brand stems from the fact that it likes to innovate through design, but in a way that links to its heritage. “We never do things that are not constantly aligned with the principles of quiet elegance and we never do things that are trendy or on demand at this particular moment. We like to do things our way, and I think that this is one of the reasons why people appreciate our creations,” he added, before remarking that mastering the delicate art of combining design, quality and comfort has kept them on the triumphant track.

Perhaps observing that more giant companies or private equities are slowly entering Italy’s furniture design scene, the meaning behind ‘family’ in ‘family business’ has never been more valued than it is now. “Being a family business means to be independent. Being independent means that you’ll always move with passion, and that includes making decisions according to what you think is best for the long-term future of your company, thought of as your child really. And so the perspective is to always look forward because for my family, preserving and growing the reputation of the company is our utmost priority,” voices Giuliano. It also helps that there is a tremendous respect and a shared ambition between the family members, each operating as part of a whole entity rather than as a singular element working for the company.

Each generation made a drastic improvement to the brand, leaving an unforgettable imprint that defined their leadership goals: the founders built it, the children reformed it and the grandchildren globalised it. Despite the inevitable differences between generations, there is always total trust humbly given from the current to the next to carry on the legacy and lift it to greater heights, just as the case will be when the time comes for Giuliano and his batch to pass the torch to their own offspring should they choose to join the fold. In the meantime, sticking together and working with young collaborators who are bursting with brave ideas, newfangled skills and determined optimism keeps the light shining just a tad brighter.

Beaming with pride and joy, Giuliano also delved into the latest collection in which the ethereal “Between the Folds” scenography at Salone was centred around, concealed and revealed through the fine folds of curtains and screens that characterised the atmosphere with a rarefied grace. In doing so, he disclosed some of his favourite pieces from the Citterio-designed collection: the Camelot and Groundpiece sectional sofas. The former, a super plush newborn with highly personalised configurations and sophisticated piping details, serves as the star player of the entire presentation while the latter, a classic fan favourite that co-wrote the history of Flexform, returns with upgrades such as lower and deeper proportions for a more relaxed sit as well as a redesigned armrest to accommodate multifunctional use stemmed from recent lifestyle behavioural changes. Considering Flexform is primarily known around the world for its extraordinary sofas, it’s only natural that Giuliano favours them, and suggests first-time clients pick one out for an authentic taste of Italian design and living.

On that note, the co-owner expressed heartfelt gratitude to have found a trusted ally in Ambient Living who have always understood and, more importantly, reflected the company’s vision and values with integrity. It doesn’t take a mastermind to figure out that the exclusive distributor’s ardent support over the years has made the decision to set up the flagship store a simpler one, where the living room, dining room and bedroom collections are all invitingly displayed. Regarding the store itself, Giuliano concluded by saying, “We aim to export a piece of Flexform to every part of the world to give you the ultimate Flexform experience from the second you open the door. You just enter the store, breathe in the atmosphere, look at the models and try them out for yourself to truly comprehend the premium style and comfort we’ve devotedly curated for the discerning ones who prefer to surround themselves with beautiful things, not for the sake of appearance, but for their glorious intrinsic qualities.”