One year after its acquisition by NEMO Group, Driade is once again reinventing itself, announcing a new governance structure and a new business model that establishes a partnership between two groups of different nationalities, yet united by shared values and similar visions. On one side, NEMO Group will remain within the company as a minority shareholder, and on the other, Kettal‘s entry sees it taking a majority stake in the Driade brand.
This new structure initiates a Mediterranean-centric vision for design, embracing a cultural and productive macro-region. Kettal (a historic Spanish company and a global leader in the outdoor sector) brings its industrial and commercial know-how, international strength, and the strategic vision necessary to meet the challenges of the contemporary market, complementing NEMO’s distinctly Italian expertise.
Schizzi di Enzo Mari, 1974
Lou Read by Driade, design Philippe Stark
The objective is the innovative relaunch of an iconic brand like Driade (founded in 1968 by the Astori family), which is thus returning to its roots, to the eclectic and visionary thinking that defined the brand’s identity from its very beginnings. In line with this, the company’s headquarters will also remain in Italy, confirming the desire to maintain its connection with the territory and its heritage of artisanal skills.
Sof Sof by Driade, design Enzo Mari
«With this new direction, we aim to rediscover Driade’s DNA, projecting it into the future through an international and shared vision», states Alex Alorda, CEO of Kettal. «This is not a mere acquisition, but an authentic collaboration, born from mutual respect and the conviction that innovation arises from the encounter between diverse cultures and competencies».
Photo © Simon Menges
