The Family Business Is Inherited Through Merit, Not Legacy: As Told by Lorenza Luti

"You will work here if you deserve it." Lorenza Luti was raised heeding these words from her father, Claudio Luti. Together with her brother, Federico, they represent the third generation of the family that founded and still leads Kartell, an iconic brand of Italian design. Lorenza, who is now Marketing and Retail Director, has done everything in her life to deserve it. "I started working in one of our stores for a year, which was a fundamental experience to get to know the customer and the product. However, I also tried to deepen my knowledge of the entire Kartell business, from finances to logistics and administration," she says. "That is, after all, how it works in family businesses; you have to know everything and that is why the responsibility is even greater. It is kind of the price you pay for being lucky enough to have a path that someone has already carved out for you." A path inaugurated over 70 years ago by her grandfather, Giulio Castelli, and grandmother – Anna Castelli Ferrieri– one of the first women to graduate in architecture from the Polytechnic University of Milan. "It is an example for everyone in the family." 

Lorenza’s first step to "deserving the family business" was taken at Bocconi University, where she graduated in 2002 in Business Administration with a thesis on generational transition. From that moment on, Lorenza never ceased putting into practice the teachings of her father, who tirelessly reminded her that “you must not look at what was done in the past, but always try to innovate." So she puts that into practice and every day tries to influence her colleagues, convinced that traveling – stepping out of one's comfort zone – is "key in finding inspiration, making contacts and promoting initiatives; because Kartell is first and foremost this, continuous inspiration and innovation." The company is constantly focused on the world around us and its well-being. "One project that I have supported personally, as well as professionally, is the sustainability of Kartell’s production processes. For several years, Kartell has been working towards this and towards constant innovation to render each stage of production as less impactful as possible, in addition to the use of new materials, of which are often recycled. “The collaboration we have started with illicaffè, for example, is a perfect case of circular economy,” continues Lorenza Luti, "We produce furniture and design objects using coffee pods." It is a mission that Lorenza Luti must also convey to those who work with her.

However, Lorenza goes beyond her role and also encourages the presence of more women in the company. "Up until a few years ago, the presence of women was mainly concentrated in more operational roles. Now there are more women in managerial roles, and many young women travel around the world. Even in the most traditionalist countries – like those in the Middle East, for example – there are now fewer difficulties." Diversity brings great benefits but Lorenza does not like to think that it is gender that determines leadership style because, as she states, "it is the individual who counts; gender is not important". This is also why she tells young girls to try to overcome prejudices and choose a path that best suits them as a person. She adds: "Take all the courses you can, experience the University’s campus life, go abroad, join companies. Do all this and you will have a promising future."