EMU Group
EMU Group is a privately held Italian outdoor furniture manufacturer founded in 1951, producing weather-resistant seating, tables, sofas, and Shade by EMU umbrellas for residential consumers, hospitality, public space, and nautical contract markets globally.
- Company typePrivate
- Founded1951
- HeadquartersMarsciano, Italy
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What EMU Group does
EMU Group S.p.A. is a privately held Italian manufacturer of outdoor furniture, founded in 1951 and headquartered in Marsciano, Perugia, Italy. The company designs, produces, and distributes a comprehensive portfolio of outdoor furniture — chairs, armchairs, tables, sofas, daybeds, poufs, stools, lounge chairs, and cushions — along with a dedicated shading solutions sub-brand, Shade by EMU. Core technology centers on weather-resistant materials including aluminum, steel, HPL, wood, and proprietary EMU-tex (PVC technical fabric), with Shade umbrellas rated UPF 50+ UV resistance and color fastness grade 8 per BS EN ISO 105 B02. Production is supported by an in-house Design&Simulation Centre and certified under UNI EN ISO 9001:2015 quality management standards.
EMU operates a multi-channel go-to-market model spanning consumer and professional buyers. Residential (B2C) demand is served through an authorized reseller network with a store-locator tool and a directly operated flagship monobrand store in Milan (Corso Monforte). The professional channel targets architects, interior designers, contractors, and resellers through a dedicated online portal offering 2D/3D design files and product configurators, plus a contract division addressing hospitality, bar/restaurant, public space, and nautical projects. Pricing is not publicly disclosed; consumers request quotes via a website "More Info" module or through resellers, and contract pricing is negotiated directly. Marketing combines a multilingual website (IT/EN/FR/DE/ES), annual catalogs (Lookbook, A&D, Professional, Shading Solutions), international trade fair participation, paid search (Google Ads), and a dedicated press office (BERTELLIPIGOLA PR). Revenue is generated entirely from hardware sales across these consumer and contract channels.
EMU Group firmographics
Firmographics- Name
- EMU Group
- Legal name
- EMU Group S.p.A.
- Website
- https://emu.it
- Company type
- Private
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EMU Group is a privately held Italian outdoor furniture manufacturer founded in 1951, producing weather-resistant seating, tables, sofas, and Shade by EMU umbrellas for residential consumers, hospitality, public space, and nautical contract markets globally.
- Ownership category
- akta.pro rank
EMU Group industry classification
Industry- Product category
- Outdoor Furniture
- NAICS
- Furniture and Related Product Manufacturing (337)
- SIC
- Miscellaneous Furniture & Fixtures (2590), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)
Keywords
Where EMU Group is headquartered
LocationHeadquarters
- HQ city
- Marsciano
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
EMU Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Outdoor Furniture Sales: Sales of outdoor furniture products including chairs, armchairs, tables, sofas, daybeds, poufs, stools, loungers, cushions, and complementary accessories. Products are sold through authorized resellers, the monobrand store in Milan, and potentially direct B2B channels for contract projects.
- Contract / Professional Channel: B2B contract sales targeting hospitality venues, bars and restaurants, public spaces, and nautical sector. Includes customized or project-based furniture solutions for professional clients.
- Shade Solutions: Sale of shading products including the Shade by EMU umbrella line and associated bases and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Private / Consumer channel via resellers and monobrand store |
| One time/ perpetual license | Pay-as-you-go | Professional / Contract channel for architects, designers, contractors, resellers |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
EMU Group product offering
Product offeringCore offering
EMU Group S.p.A. designs, manufactures, and distributes outdoor furniture—including chairs, armchairs, tables, sofas, daybeds, poufs, stools, lounge chairs, cushions, and complementary accessories—using materials such as aluminum, steel, wood, HPL, and the proprietary EMU-tex technical fabric. The portfolio extends to shading solutions under the Shade by EMU sub-brand (Shade and Shade Pro umbrellas with UPF 50+ UV protection). Sales occur through authorized resellers, the Monomarca Milano flagship store, the company website (WooCommerce), and a dedicated Contract division that serves hospitality, bar/restaurant, public-space, and nautical projects worldwide.
Product overview
EMU Group S.p.A. is an Italian outdoor furniture manufacturer founded in 1951, headquartered in Marsciano, Perugia, Italy. The company produces a comprehensive portfolio of outdoor furniture including chairs, armchairs, tables, sofas, daybeds, poufs, stools, complementary items, lounge chairs, and cushions. The product line is organized into core seating and table products, complemented by the Shade by EMU sub-brand offering premium shading solutions with UPF 50+ UV resistance. The company serves both residential (private) and professional/contract markets, targeting hospitality, bars and restaurants, public spaces, and nautical sectors. New 2026 collections include Saint Martin (flexible sofa), Collier (classic elegance), Alisea (lightweight design), and Antigua (aluminum with weave patterns). The company publishes multiple catalogs including Lookbook, A&D, Professional, and Shading Solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Shade by EMU: Shading solutions product line including Shade and Shade Pro umbrella collections with UPF 50+ UV resistance.
Products and services
- Sedie (Chairs) Outdoor chairs designed for outdoor living spaces, offered in materials including aluminum and steel. Sold across consumer and contract channels.
- Poltroncine (Armchairs) Outdoor armchairs offering comfort and style for outdoor environments such as terraces, gardens, and contract hospitality settings.
- Tavoli (Tables) Outdoor tables available in various materials including wood, HPL (High-Pressure Laminate), sheet metal, and iron, with multiple finishes and sizes for residential and contract use.
- Sofà (Sofas) Outdoor sofas combining comfort with weather-resistant materials, designed for outdoor living spaces and contract lounge areas.
- Daybed Outdoor daybeds for relaxation in outdoor spaces such as poolside, terraces, and resort lounges.
- Pouf Outdoor poufs and ottomans providing additional seating and comfort in outdoor living and contract lounge settings.
- Sgabelli (Stools) Outdoor stools and bar stools for outdoor seating solutions including bar counters and high tables.
- Lettini e Sdraio (Lounge Chairs and Deck Chairs) Outdoor loungers and deck chairs for relaxation by pools, beaches, and outdoor resort or residential settings.
- Cuscini (Cushions) Outdoor cushions designed to be weather-resistant, UV-resistant, waterproof or quick-drying, with washing instructions for maintenance. Sold as add-on accessories across seating lines.
- Soluzioni Ombreggianti (Shading Solutions) Umbrellas and shading structures providing outdoor protection from sun and weather elements, including the Shade and Shade Pro lines with associated bases and accessories.
- Shade by EMU Premium shading solutions sub-brand offering Shade and Shade Pro umbrella collections with UPF 50+ UV resistance for residential and contract outdoor protection.
- Saint Martin Collection A highly flexible sofa collection characterized by versatility and transversal design appeal for diverse outdoor settings, including residential terraces and contract lounges.
- Collier Collection A classic outdoor furniture collection distinguished by its elegance and harmonious forms, produced in steel and complementary materials.
- Alisea Collection An outdoor furniture collection in steel that evokes immediate functional characteristics such as lightness and essentiality of form.
- Antigua Collection An outdoor furniture collection combining soft aluminum forms with light weave pattern motifs to create design solutions for residential and contract settings.
- EMU Group Professional (Contract) Professional contract solutions targeting hospitality venues, bars and restaurants, public spaces, and the nautical sector with tailored outdoor furniture project support, dedicated account service, and access to 2D/3D design files and product configurator.
- EMU Monomarca Milano (Flagship Store) Directly operated flagship mono-brand retail store in Milan (Corso Monforte 50) that showcases the full EMU outdoor furniture range and serves consumers as a brand experience center, with phone contact +39 02 49367082.
Quantifiable outcome
- Shade umbrellas achieve UPF 50+ UV resistance and fabric color fastness grade 8 per BS EN ISO 105 B02
- +1 more outcomes
Companies that use EMU Group
Customer profileSegments6 records
Ideal customer profiles3 records
EMU Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EMU Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BERTELLIPIGOLA PR and CommunicationsupportingEMU Group engages BERTELLIPIGOLA PR and Communication as its press and communications agency based in Milan. The agency handles press kit distribution and media relations for the company, serving as the primary point of contact for journalists and media inquiries.
Scale indicators4 records
Recent moves1 record
EMU Group competitors and assessment
Company assessmentDirect peers
- Manutti: Belgian premium outdoor furniture brand with a strong contract/hospitality focus and signature designer collaborations. Comparable to EMU on premium positioning, dedicated contract channel, technical fabric expertise, and European design heritage.
- Tribù: Belgian premium outdoor furniture brand focused on luxury residential and hospitality projects. Directly comparable to EMU on design heritage, weather-resistant technical materials, and dedicated contract/hospitality channel with global designer/specifier relationships.
- Janus et Cie: US-based premium outdoor furniture brand with strong hospitality/contract focus and a global network of showrooms. Comparable to EMU on premium positioning, technical materials, dedicated contract/hospitality channel, and emphasis on designer collaborations.
- Dedon: German-founded premium outdoor furniture brand famous for proprietary woven fiber technology and luxury hospitality/residential positioning. Closely comparable to EMU on proprietary material IP, premium designer-led collections, and strong contract/hospitality channel.
- Talenti: Italian outdoor furniture brand specializing in design-led collections for residential and contract projects. Directly comparable to EMU in product categories (sofas, dining, loungers), target segments, and distribution via dealers and dedicated contract channel.
- Gloster: UK-based premium outdoor furniture manufacturer with extensive teak and aluminum collections serving residential and contract/hospitality segments. Comparable to EMU on global dealer network, premium positioning, and weather-resistant material innovation.
- Kettal: Spanish premium outdoor furniture manufacturer with a strong design-led, made-in-Europe positioning. Direct peer to EMU in target customer (high-end residential and contract/hospitality), materials (aluminum, teak, technical fabrics), and global distribution through dealers and own-brand stores.
- RODA: Italian outdoor furniture maker with strong emphasis on Mediterranean design and high-end teak/aluminum collections. Directly comparable to EMU as a fellow Italian premium outdoor brand serving both residential and contract/hospitality markets globally.
- Paola Lenti: Italian luxury outdoor and indoor furniture manufacturer known for proprietary technical textiles and signature design collaborations. Comparable to EMU in Italian provenance, premium pricing, proprietary fabric technology, and emphasis on hospitality/marine-grade applications.
- Fermob: French outdoor furniture manufacturer recognized for colorful, design-forward metal furniture targeting both residential and hospitality (café/restaurant/contract) markets. Directly comparable to EMU in metal/aluminum material expertise, multi-channel distribution, and emphasis on outdoor living.
Market position
Strengths4 records
Weaknesses4 records
Key risks5 records
Key highlights7 records
Customer concentration
EMU Group social profiles
Digital presenceEMU Group compliance and trust
Trust signalCompliance2 records
EMU Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
EMU Group leadership team
Management profileNumber of profiles
EMU Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EMU Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EMU Group
What does EMU Group do?
EMU Group S.p.A. designs, manufactures, and distributes outdoor furniture—including chairs, armchairs, tables, sofas, daybeds, poufs, stools, lounge chairs, cushions, and complementary accessories—using materials such as aluminum, steel, wood, HPL, and the proprietary EMU-tex technical fabric. The portfolio extends to shading solutions under the Shade by EMU sub-brand (Shade and Shade Pro umbrellas with UPF 50+ UV protection). Sales occur through authorized resellers, the Monomarca Milano flagship store, the company website (WooCommerce), and a dedicated Contract division that serves hospitality, bar/restaurant, public-space, and nautical projects worldwide.
Is EMU Group a public or private company?
EMU Group is a private company. It is classified as unknown and is currently operating.
When was EMU Group founded?
EMU Group was founded in 1951. It employs 51 to 100 people.
Where is EMU Group based?
EMU Group is headquartered in Marsciano, Italy, in the Europe region.
How does EMU Group make money?
Three revenue lines are on record. Outdoor Furniture Sales are the primary driver. The others are contract / Professional Channel and shade Solutions.
Who are EMU Group's main competitors?
Direct peers on record are Manutti, Tribù, Janus et Cie, Dedon, Talenti, Gloster, Kettal, RODA, Paola Lenti and Fermob.
Does EMU Group have an API?
No public API is recorded for EMU Group.
What industry is EMU Group in?
EMU Group's product category is Outdoor Furniture. Its primary akta.pro industry code is CRAIAAAJ, Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage). Its NAICS code is 337 and its SIC code is 2590.