Enjoy life! Choose Chateau d Ax

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1 Enjoy life! Choose Chateau d Ax

2 Choose Chateau d Ax

3 Chateau d Ax A long history established in 1948 During it s 65 years history Chateau d Ax has become exceptional in upholstered furniture production, extending their scope with living and bedroom furniture, kitchen and furnishing accessories. Everyday, 8000 seats are produced in our 11 company owned factories with a total production surface of about 120,000 sqmt. Chateau d Ax offer has available 300 different suites in leather, microfibre and fabric, various furniture lines and over 45 kitchens. This wide choice allows us to satisfy customers desiring medium products to higher quality products. Recently, Chateau d Ax went into the world of contract on a national and international level; Chateau d Ax is able to furnish turnkey hotel structures, residences and apartments. With its competitive prices, Chateau d Ax ranks in the medium-high and high market. Chateau d Ax has the necessary know-how and flexibility to create the right product and strategy for every market in order to present to the customers the best solutions in terms of quality and design Made in Italy offers at each level of price. Chateau d Ax offers a deep and winning experience in the creation of: - exclusive mono-brand shops supported by an international franchising chain - brand notoriety in new markets - specific collections of products following customers' needs. More than 65 years of production experience More than 65 years of design and innovation in the upholstered furniture business More than 65 years of development in all international markets

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5 Summary of milestones in Chateau d Ax s history. 1948: Chateau d Ax was born. 1967: Start-up of the industrial mass production exclusively of sofa. 1972: New headquarter in Lentate sul Seveso. 1976: Export increase in the USA. 1989: Development and export increase in new markets: Japan and Korea. 1990: First contract supply. 1992: Chateau d Ax Interiors Design was born, with furniture and decorative articles of great value and design. Opening of an showroon area next to the establishment. 1993: Set up franchising system. 1995: Opening of the first Chateau d Ax franchising store in Italy. 2001: 100 franchising stores Chateau d Ax in Europe. 2002: 150 franchising stores Chateau d Ax in Europe. 2003: Start bed and bedroom accessories production. 2004: Start day and night furniture production. 2005: 200 franchising stores Chateau d Ax in Europe. 2006: Start kitchen production. 2008: 250 franchising stores Chateau d Ax worldwide. 2009: 280 franchising stores Chateau d Ax worldwide. 2010: 310 franchising stores Chateau d Ax worldwide. Development in new countries: India and South Africa. 2011: 350 franchising stores Chateau d Ax worldwide. 2012: Chateau d Ax creates the 3D collection: Dinamica Design Deluxe 2013: Chateau d Ax starts the production of a new real wood furniture collection.

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7 Our Company Values and Company Mission To operate correctly, coherently, reliably and openly. To contribute to the creation of new employment through financial investments. To give encouragement and commitment to solidarity. To build a working environment that always focuses on safety, satisfaction and commitment. To give priority to customer satisfaction with regard to prices and the quality of products and services. To consider the individual and collective contribution to the working process as an essential element of the overall development of the company, in the conviction that people, with their creativity and commitment, are an important factor in successfully improving the quality of the company's products and services. To play an active role in asserting the values and prestige of the social economy.

8 LINKED ACTIVITIES OF PEOPLE Our Company smiles light up eve ry day with Chateau d Ax.

9 Our Company Chateau d Ax Strategy The three years have seen the full achievement and realization of the Chateau d Ax franchising development plans. The organization, the many structural, management and production investments have further strengthened the company. Chateau d Ax has kept and developed its unquestioned leadership and has opened the doors to international markets reaching a great success, above all in the USA (North America) and Europe. Thanks to its wide range of products for home furnishings and the development in the contract market, the company has registered and kept a constant increase in the international markets; This has been made possible due to the reinforcement of the efficiency and profitability of the Chateau d Ax procedures in these last years. The company has to be ready for innovations and technical development through new investments and new lines of products. This is the goal for the completion for the production cycle that, today, is entrusted only to professional craftsmen to continue to increase more and more its quality and profitability. These are the objectives of the Chateau d Ax strategy. Further to the success they had with the launch of the new products, such as 7 different lines of furniture for living (the only company in Italy), kitchens and the houses created and projected in co-operation with Italian VIPS, Chateau d Ax has implemented new structural investments, for example, the building of new production facilities with automated working procedures. This last investment offers new possibilities for the improvement of the company's competitiveness,of quality control and production autonomy. Moreover Chateau d Ax has created a new contract division, not only by proposing new dedicated lines but also by projecting and realizing directly new jobs.

10 Our Company Chateau d Ax. Exclusive shops in the world Chateau d Ax exports to 84 countries and, from 1994, also has developed a Franchising network. As of today the following stores are located around the world: 140 in Italy 92 in France 31 in China 18 in Belgium 14 in Portugal 12 in Spain 8 in Holland 5 in South Africa 4 in Israel 3 in India 3 in Switzerland 2 in Cyprus 2 in Indonesia 2 in Morocco 2 in Reunion Island 2 in South Korea 2 in Tunisia 1 in Albania 1 in Angola 1 in Australia 1 in Bosnia 1 in Croatia 1 in Philippines 1 in Guadeloupe 1 in Hong Kong 1 in Iran 1 in Malta 1 in Martinique 1 in Mauritius 1 in Slovakia 1 in Taiwan 1 in Thailand

11 Our products Chateau d Ax. A manufacturing company and a leading producer of upholstered furniture Chateau d Ax produces furniture for living rooms, bedrooms, kitchens and accessories. Everyday, 8,000 seats are produced in our company-owned factories. Our living room collection includes more than 300 custom-tailored models, made of Leather, Microfibre and Fabric. The production process is carried out according to quality standards and controls (guaranteed by ISO 9001 certification).

12 Our products DESIGN CINI BOERI

13 Our products DESIGN MICHELE DE LUCCHI

14 YOUNG COLLECTION Our products Chateau d Ax s designers have favored strong use of color in the young space, playing on shades of shades of blue and grey: elegant color bringing to mind art, the imagination and dreams. Chateau d Ax has designed and created a young home with young people in mind. It adapts perfectly to small living spaces and is surprisingly affordable.

15 Our products DESIGN COLLECTION

16 DELUXE COLLECTION Our products Chateau d Ax Deluxe collection enhances everything around it. In an age where words such as elegance, good taste and quality seem rather overworked and devoid of sense, sacrificed to the standardised tastes of mass production, some people are still willing to look for styles with and added value with which to create a new and original way of interpreting space and well-being. The formula is clear: reinterpret and reproduce the value of elegant, high-quality furniture in a seductive and elegant way while meeting today s functional needs.

17 Our products WITHOUT TIME COLLECTION

18 ON MEASURE kitchens Our products 45 models purposely designed for Italians, home lovers with an eye for good taste. Chateau d Ax kitchens are designed based on the assumption that people cook in Italian homes and therefore aesthetic qualities must be combined with functional and practical qualities. Chateau d Ax offers a range of aesthetically perfect products, designed to meet the specific needs of true users of these spaces. Creating a room par excellence for the home means working with shapes, but also materials, surfaces and colours. The experience acquired during years of interior decorating allows Chateau d Ax to create custommade living spaces with their kitchen designs, successfully combining innovative techniques with the highest degree of functionality.

19 RESIDENTIAL Our products LOUNGE RESTAURANT BEDDING SPA SWIMMING THEATRE AIRPORT

20 DOMOTICA Our products Domotics is the science that studies technologies aimed at improving living standards in our homes and our environment, making it possible to use them intelligently, virtuously and safely. From the most correct and optimised management of consumption (which translates into energy savings and therefore cost savings) to simplified, centralised interaction with domestic appliances, and from managing security to personalisation of environments. All of this implies guaranteeing wellbeing in terms of light, temperature and quality of the air we breathe, design, comfort and control, through to creating fully assisted settings in which one can live in the most independent manner possible. With its exclusive project, Chateau d'ax has taken a leadership position in this regard, and now offers its customers 3 big advantages: 1. Making this technology available to anyone, making it easy to install in any home, offering a significant range in terms of content and effective services that are easy to use at limited cost; 2. Offering complete integration of this technology with all the devices and plants found in the home; 3. Offering a system that facilitates positive, comfortable interaction between the people that live in the space - from simple entertainment by managing light and music scenarios, through to control and assistance with delicate situations.

21 Marketing Chateau d Ax P in Marketing Price medium-high Price medium-low Luxury Relax Product Contemporary Exclusivity in collection and covers The Chateau d Ax Models Collection, as well as the refined fabric, microfibre and leather collections are exclusive and customer-tailored Choice for the customer: wide-ranging collection Chateau d Ax offers 300 models and about 1,500 covers. This wide-ranging choice is able to satisfy the needs of customers looking for affordable products and customers looking for topof-the line products, while maximising customersatisfaction Equilibration among different ranges of product In each country there is a different proportion among the different groups of products presented in the shops exposition. Design Modern P Price Competitiveness With its competitive prices, Chateau d Ax ranks in the medium-high and high market. Wide range of prices Chateau d Ax presents different ranges of prices (from mediumhigh to high) in order to answer correctly to the customers needs. Chateau d Ax presents, environments created by the most famous international architects dedicated to very demanding customers. The best relation Quality/Price. Chateau d Ax studies every market in order to present to the customer the best solution in terms of quality and design Made in Italy offered at each level of prices. Promotion Chateau d Ax defines a clear-cut communication strategy and an efficient media planning to support affiliates in their sales activity. Generally, the most used medias are: Womens and furniture magazines. Newspapers. Televisions. Institutional and promotional catalogues. It s important to use medias with a large audience, in order to create and mantain a high level of brand notoriety. Advertising is articulated around some key elements: Quality product and competitive prices. Elegant and distinguished image. Italian design and technology. Promotion A constant updating and renewal of the collection give Chateau d Ax the opportunity to create special promotion during the launch of new products. Place Co-ordinate and exclusive image. All stores belonging to the Chateau d Ax franchising network use the same layout and image. A Chateau d Ax team creates the project of the shop and the interior layout and products presentation. The image presented in the shop is the same image communicated in advertising. In the chains of shops developped until today, you can recognize some fundamental criterias followed to choose a showroom location. Defined visable area. Frequent passageway. High visibility. Inside a commercial area. Positioned along the main communication routes of the chosen area. Classical Contemporary

22 Marketing Why An international and long-standing company National exclusive shops systems Chateau d Ax? Brand notoriety in new markets The Best Partner for exclusive shop project in upholstered furniture Turnkey projects Specific collections of products following customers needs

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