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Poltrona Frau Names Fashion Veteran Giovanni Baldi CEO as It Expands Internationally
Poltrona Frau has tapped Giovanni Baldi, a seasoned fashion executive, to take the helm of its Italian‑based luxury furniture line. The move, announced Monday, replaces long‑time chief executive Nicola Coropulis and signals the brand’s intent to broaden its reach beyond Europe.
Baldi brings more than 25 years of experience in the high‑end fashion sector. He most recently led the Europe, Middle East and Africa division of Dolce & Gabbana and spent two decades in senior roles at Gucci, handling finance, regional management and global business development. Poltrona Frau’s press release highlighted his breadth of experience across finance, regional management and global business development.
This is the first time the firm has chosen a fashion executive to steer its operations. Haworth Lifestyle CEO Dario Rinero said the decision "is essential for the next phase of growth and transformation," underscoring the company’s ambition to blend design heritage with new market opportunities.
Poltrona Frau is a subsidiary of Haworth Lifestyle, itself part of the U.S.‑based Haworth Group headquartered in Holland, Michigan. Haworth Lifestyle also owns iconic Italian design houses such as Cassina, Zanotta, Ceccotti and Cappellini, while the larger Haworth Group includes Janus et Cie, Luminaire, LuxuryLivingGroup and Tuohy.
Founded in 1912 by Renzo Frau in Turin, the company has long been celebrated for its leather seating and classic chairs like the Vanity Fair and Archibald. Craftsmanship remains at the core of the brand: 95 % of its products are hand‑made, and a 21‑step leather‑tanning process sets it apart from industry norms.
During Coropulis’s 18‑year tenure, Poltrona Frau rolled out several digital initiatives. In June 2026 it launched a digital product passport, an NFC‑enabled tool that offers customers information on a product’s origin, authenticity, quality and life cycle. The passport is part of the brand’s participation in the Aura Blockchain Consortium, which it joined in 2024. Earlier, in April 2025, the company released the first commercially ready digital art pieces for the home, created by Argentinian artist Ezequiel Pini, known as Six N. Five.
Coropulis, who stepped down after a decade as CEO, will remain on as a strategic adviser to aid Baldi’s transition. Under his leadership the firm expanded into new markets and forged collaborations with designers such as Faye Toogood (Squash collection), the Italian duo Draga & Aurel (Parka sofa) and British menswear designer Ozwald Boateng.
Baldi said that fostering relationships to elevate Poltrona Frau’s global image is a top priority. "We will continue strengthening relationships with our customers and partners while creating new opportunities across international markets, enhancing the core values and authenticity of Poltrona Frau and increasing its relevance for the future," he told WWD.
The appointment follows other recent executive moves by Haworth Lifestyle. In April 2024 the company named John Edelman, a veteran of the U.S. furniture and design sector, as president of North and South America. Edelman previously worked for Sam & Libby shoes.
Poltrona Frau’s leadership change comes at a time when the luxury furniture market is increasingly focused on digital transparency and cross‑industry collaboration. The brand’s digital product passport and blockchain participation position it to meet growing consumer demand for provenance information, while Baldi’s fashion background may help deepen its brand narrative and open new retail and lifestyle channels.
At present, the company is in a transition phase: Baldi will take over day‑to‑day operations while Coropulis provides advisory support. No specific timeline for the next earnings report has been announced, but investors will likely watch how the new leadership affects sales growth, international expansion and the continued rollout of digital initiatives.
Poltrona Frau’s next steps will include implementing Baldi’s strategy for strengthening global partnerships, accelerating the digital product passport rollout, and exploring further collaborations with fashion and design houses. Unresolved questions remain about how the new CEO will balance Poltrona Frau’s heritage with the demands of a rapidly evolving luxury market.
Baldi brings more than 25 years of experience in the high‑end fashion sector. He most recently led the Europe, Middle East and Africa division of Dolce & Gabbana and spent two decades in senior roles at Gucci, handling finance, regional management and global business development. Poltrona Frau’s press release highlighted his breadth of experience across finance, regional management and global business development.
This is the first time the firm has chosen a fashion executive to steer its operations. Haworth Lifestyle CEO Dario Rinero said the decision "is essential for the next phase of growth and transformation," underscoring the company’s ambition to blend design heritage with new market opportunities.
Poltrona Frau is a subsidiary of Haworth Lifestyle, itself part of the U.S.‑based Haworth Group headquartered in Holland, Michigan. Haworth Lifestyle also owns iconic Italian design houses such as Cassina, Zanotta, Ceccotti and Cappellini, while the larger Haworth Group includes Janus et Cie, Luminaire, LuxuryLivingGroup and Tuohy.
Founded in 1912 by Renzo Frau in Turin, the company has long been celebrated for its leather seating and classic chairs like the Vanity Fair and Archibald. Craftsmanship remains at the core of the brand: 95 % of its products are hand‑made, and a 21‑step leather‑tanning process sets it apart from industry norms.
During Coropulis’s 18‑year tenure, Poltrona Frau rolled out several digital initiatives. In June 2026 it launched a digital product passport, an NFC‑enabled tool that offers customers information on a product’s origin, authenticity, quality and life cycle. The passport is part of the brand’s participation in the Aura Blockchain Consortium, which it joined in 2024. Earlier, in April 2025, the company released the first commercially ready digital art pieces for the home, created by Argentinian artist Ezequiel Pini, known as Six N. Five.
Coropulis, who stepped down after a decade as CEO, will remain on as a strategic adviser to aid Baldi’s transition. Under his leadership the firm expanded into new markets and forged collaborations with designers such as Faye Toogood (Squash collection), the Italian duo Draga & Aurel (Parka sofa) and British menswear designer Ozwald Boateng.
Baldi said that fostering relationships to elevate Poltrona Frau’s global image is a top priority. "We will continue strengthening relationships with our customers and partners while creating new opportunities across international markets, enhancing the core values and authenticity of Poltrona Frau and increasing its relevance for the future," he told WWD.
The appointment follows other recent executive moves by Haworth Lifestyle. In April 2024 the company named John Edelman, a veteran of the U.S. furniture and design sector, as president of North and South America. Edelman previously worked for Sam & Libby shoes.
Poltrona Frau’s leadership change comes at a time when the luxury furniture market is increasingly focused on digital transparency and cross‑industry collaboration. The brand’s digital product passport and blockchain participation position it to meet growing consumer demand for provenance information, while Baldi’s fashion background may help deepen its brand narrative and open new retail and lifestyle channels.
At present, the company is in a transition phase: Baldi will take over day‑to‑day operations while Coropulis provides advisory support. No specific timeline for the next earnings report has been announced, but investors will likely watch how the new leadership affects sales growth, international expansion and the continued rollout of digital initiatives.
Poltrona Frau’s next steps will include implementing Baldi’s strategy for strengthening global partnerships, accelerating the digital product passport rollout, and exploring further collaborations with fashion and design houses. Unresolved questions remain about how the new CEO will balance Poltrona Frau’s heritage with the demands of a rapidly evolving luxury market.
