In 1925, Pietro Turri funded his laboratory in Carugo by creating a business focused on wood as the main protagonist: expertly sculptured to create unique furniture, it became a symbol of quality and refinement. In this context of expertise, the company increased and became stronger over the years by combining artisanal tradition and technological innovation.
An entire artisans’ family supported Pietro: his five sons started to work into the company by continuing the tradition with passion and transforming the local laboratory into a greater company. The first furniture created for the local families immediately showed an excellent quality, which was able to attract a wider public and to inspire new projects. The dream to reach Milan – the city of the opportunities- seemed to become more real.
After the first commitments, the orders became always more challenging: the Milan-based houses required to be accurately furnished, with a particular attention to materials, details and a classical style influenced by artistic trends between the two World Wars, which affected even the furniture field.
The styled furniture became a status symbol; indeed, the house started to be not only a private space, but a meeting place. The bespoken furniture represented richness, culture, beauty, and uniqueness. They were designed to last over the years to accompany the families through generations and to be integrated in the home environment.
During these years, Turri opened its first store in Milan, near to Cadorna railway station – a crucial step of its growth.
A pivotal moment in Turri’s history was the participation at the first edition of Salone del Mobile in 1961, a clear sign of an international market-oriented mindset. In these years, the completely bespoken production was supported by a series offering meant for upper-class clients always more demanding.
Concerning the aesthetic, new essences and manufacturing with polishing and lacquering began to be brand’s distinctive elements. The skills set slowly increases thanks to the collaboration with architects and designers, while the sales network – extended through the entire Italy – helps the development of the brand.
In the 80’s there is the generation change: the founders left the leadership to their sons and the five cousins gained distinct roles inside the company. During these years, the gold colour entered the living room collections and Turri’s brand conquered Saudi Arabia, Emirates and Kuwait markets. The refined offers combined west and east aesthetic by creating the beginning of a unique expansion. In the 90’s the export reached the 90% of the whole income by consolidating an internationalisation process which led Turri’s products to the most exclusive villas all over the world as well as to hotels, embassies, and official places.
Turri’s expansion reached a turning point between the 90’s and 2000’s by entering the Chinese market and creating a remarkable growth and a global positioning even more strong and rich of opportunities. The brand began to be Made in Italy’s ambassador by fulfilling the increasing request of high-level furniture for exclusive residences and contract projects. During these years, the style introduced rich decorative elements with the use of precious materials, golden details, elaborated inlays and sinuous shapes.
In 2007 the arrival of Andrea Turri, – the fourth company leading generation- signed a fresh style evolution. His vision blended historical inheritance and innovation and made the brand outstanding through a maximalist language featuring refined decorative details.
The opulence left space to a lifestyle able to be more sober, but exclusive in line with the needs of a cosmopolitan target, dynamic and attuned to cultural and artistic contaminations. The new concept of exclusiveness that Turri exports all over the world can be expressed by balanced atmospheres, embracing furniture, refined details, which become real thanks to precious finishing, sophisticated materials, and complete customisation opportunities.
The new collections are signed by international famous designers as Paola Navone, Monica Armani, Marco Acerbis, Toan Nguyen, Matteo Nunziati, and Francesca Lanzavecchia.
Turri’s revolution went on in 2023 thanks to the entrance into Gruppo Dexelance and it is reaching its peak in 2025 with the completion of rebranding process and the reopening of Milan showroom: a goal celebrating a century of excellence driven by the willing of telling the design as an original expression of lifestyle.
