After years of continuous growth, TRUE has built a name for itself in the international design community for its superb balance between design, innovation and functionality. The spirit of the brand is characterised by authenticity, practicality, and concreteness. TRUE remains to date, an Italian company that creates high-quality furnishings and accessories, that are able to respond to the changing needs of the market in an innovative and lasting manner. The brand is known for its excellent service and ability to satisfy customer needs. TRUE Design can also provide industrial products that can be customised upon request.
“Our online presence is one of the main focuses of our digital development plan, and we believe that being a part of the Love That Design community will give a great boost to the brand awareness of TRUE in the Middle East Region”
– Lorenzo Maniero, CEO & Sales Director, TRUE Design
A bit about the brand
TRUE Design was founded in 1983 under the name TMA, a geographical acronym of three towns – Treviso, Monselice, and Asiago – that are particularly active in the furniture industry and, more specifically, in office furniture. Founders Donatella Brunello and Giuseppe Maniero’s business and technical experience resulted in a company which focused solely on seating for offices as well as theaters and cinemas. In 2009, the second generation of entrepreneurs, Alessandro, Lorenzo, and Francesco Maniero, also joined the company and that same year, TRUE was founded.
TRUE has been designing under the guidance of architect Aldo Parisotto, who has been in charge of the creative direction of the brand since 2014. Parisotto is able to collaborate without limitations, bringing his own distinctive style while taking into consideration the real needs of designers and the public worldwide.
A decade after its inception, TRUE’s objective is to grow continuously in the name of research and innovation, and to expand and increasingly stand out on the international level with its quality of production and service. TRUE focuses on passion for beautiful and functional products, offering experience, expertise, capacity, and flexibility to achieve a dream together, and to help make spaces more pleasant and comfortable.
What’s in store for you?
TRUE’s latest outdoor collection, partially pre-launched in Spring 2021, is expected to contribute to the expansion of the TRUE brand in the hospitality and residential sector. At the same time the new indoor products complete the existing range dedicated to the modern workplace.
In 2021, the brand embarked upon a long-term project of digital transformation, mainly driven by the need for excelling in online communication, which is considered to be the key aspect of all future marketing activities. Of course, without forgetting the importance of real, personal contacts, TRUE has confirmed its presence at Fuorisalone in Milan and 3 Days of Design in Copenhagen (September 2021), Workplace Expo in Paris (October 2021) and finally the Salone in Milan (April 2022).
Plans for growth in the region
The company is consolidating its presence in the Middle East and Africa by increasing its product portfolio and intensifying its network of relationships with dealers and importers in all the major markets.