Lebanese sky announces Orient, even at night. Maybe that’s why the country’s ancient capital, Deyr el-Qamar (literally “Monastery of the Moon”) has in the name the astronomical body which rises in the east of the world, exactly the Oriental archetype par excellence.
Today Lebanese nights have also an ever-growing Italian moon. We talk about Novaluna, a top brand, specialist in high-quality beds, combining Made in Italy and sublime values: structural solidity, ergonomics, handcrafted scrutiny, creativity. Not counting the flexibility of supplies: tailor-made items, implementation variants, wide range of complements.
It is no coincidence that Gabriele Magliola was able to help the company based in Matera (in the hearth of the Southern Italian region of Basilicata, known for upholstery) to collocate it in Lebanon, very receptive towards Italian beauty, not only thanks to local consumers.
For nearly seven years, Lebanon has implemented an expansionary economic policy which has caused an increase of public debt, but also it has encouraged investors from Gulf Arab States, who have accelerated housing, residential and luxury markets. Thanks to these external pressures, in 2016 Lebanese GDP increased by 1% and at the end of this year it could be +2,1%.
Internal banking system’s solidity, flexibility in the international moving capitals and a discrete easy access to credit have raised the quality of demand, also in the ever more cosmopolite and economically integrated Lebanese population.
In this context, Italy appears with its second place (after the omnipresent China) among Lebanese suppliers, with a turnover amounting to 1,4 billion dollars in 2016, 9,8% more than previous year (info from Italian Ministry of Foreign Affairs). Instead, Italian furniture companies collected 43,5 billion dollars in Lebanon during the same year, owning 3,9% of Lebanese imports from Italy (info from Italian Ministry of Economic Development).
Moreover, Lebanon is a bridgehead to other markets, not only for its inward openings. It has always been a key platform for the entry in other Middle Eastern and Gulf markets, where large numbers of Lebanese operators (businessmen, managers, financiers) maintain constant and osmotic economic relations.
Novaluna has a strong presence not only in these countries, but also in Europe (in Italy, the product placement operation in the Big Brother VIP house increased brand awareness) and in USA, where the specialized website Trendir.com collocate Snap model in the top 35 trendy softy beds just like clouds.