What Novellini does

Novellini S.p.A. is an Italian family-owned manufacturer of bathroom fixtures and wellness products founded in 1962 and headquartered in Curtatone (Mantova). The firm operates a single integrated product platform spanning shower enclosures, shower spaces, bath screens, shower cubicles, trays, bathtubs, furniture, and accessories, augmented by the Novellini Home Oasis wellness line — saunas (Celsius, Fun), steam rooms (Hammam), combination sauna/steam units (Celsius Combo SSH/SH/SS, Fun Combo, Celsius Patio), and outdoor spas (Moon, DIVINA XXL/XL/L/M, VITA). Proprietary technology embedded in the wellness line includes Aquaclean ozone-UV water sanitisation, Whirlpool hydromassage modes, Chromolight LED chromotherapy, Bluetooth audio, WiFi app control, and PVD eco-friendly chrome plating for aluminum parts. During the COVID period the firm extended into adjacent safety hardware via the BeSafe Wall tempered-glass barrier line (UNI EN 12150/1 compliant).

The company makes money predominantly through one-time hardware sales distributed across three channels: a direct e-commerce storefront (store.novellini.com), an authorized dealer and installer network with store-locator routing, and regional sales teams for trade/commercial projects. Pricing is quote-based and not publicly disclosed. Customer mix is led by individual residential homeowners (primary), with secondary segments in hospitality/hotel projects and trade professionals (bathroom installers, architects, interior designers). Geographic reach is unusually broad for a mid-sized private firm: localized websites and dealer channels in 30+ countries across Europe, the Americas (Brazil, Canada, US), Asia (UAE, Bahrain, Qatar, China, Azerbaijan), and Africa (Morocco). Ownership remains with the founding family, with Barbara Novellini serving as Legal Representative and Marco Novellini as Co-owner; there is no institutional investor, parent entity, or public listing disclosed.

Name

Novellini

Legal name

Novellini S.p.A.

Website

https://novellini.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Novellini is a privately held Italian manufacturer, founded in 1962 and family-owned, that designs and makes bathroom fixtures (shower enclosures, bathtubs, furniture) and wellness hardware (saunas, hammams, outdoor spas) for residential homeowners, hospitality projects, and trade installers across 30+ countries.

Ownership category

akta.pro rank

Product category

Bathroom Fixtures and Wellness Products

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Showcase, Partition, Shelving, and Locker Manufacturing (337215), Household and Institutional Furniture Manufacturing (33712)

SIC

Miscellaneous Furniture & Fixtures (2590), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

akta.pro secondary industry

Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO)

Keywords

• Bathroom fixtures
• Shower enclosures
• Wellness products
• Outdoor spas
• Saunas and hammams

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bathroom Fixtures and Enclosures: Sale of shower enclosures, bath screens, shower cubicles, trays, baths, and furniture - core bathroom product line
2. Wellness Products (Saunas, Hammams, Spas): High-end wellness products including saunas, steam rooms, and outdoor spas for residential installations
3. Accessories and Complementi: Accessories including furniture, steps, thermal covers, SPA columns designed by Marco Pellici
4. B2B/Trade Sales: Sales through dealer networks and installers for professional bathroom fitting projects

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Novellini designs, manufactures, and distributes bathroom fixtures and home wellness products, including shower enclosures, shower spaces, bath screens, shower cubicles, trays, bathtubs, bathroom furniture, and accessories. The product range extends into wellness solutions under the Novellini Home Oasis collection (saunas, hammams, combination units) and outdoor spas (Moon, Divina, VITA), sold to residential homeowners, hospitality businesses, and trade professionals through a dealer network and direct e-commerce across more than 30 countries.

Product overview

Novellini is an Italian manufacturer (S.p.A.) with 60 years of experience designing bathroom and wellness solutions. The product portfolio consists of core bathroom products (shower enclosures, shower spaces, bath screens, shower cubicles, trays, baths, furniture, and accessories) under the Novellini brand, combined with the Novellini Home Oasis wellness collection featuring saunas (Celsius Sauna, Fun Sauna), steam rooms (Celsius Hammam), combination units (Celsius Combo SSH/SH/SS, Fun Combo, Celsius Patio), and outdoor spas (Moon, Divina SPA in XXL/XL/L/M sizes, VITA SPA). The company also produces the BeSafe Wall safety barrier product. The offerings are distributed across multiple European country-specific websites and include a Novellini Green sustainability initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Novellini Green: Sustainability initiative focused on environmentally responsible production practices including water conservation, energy efficiency, and recyclable materials.
• Novellini Home Oasis
• BeSafe Wall
• DIVINA SPA

Products and services

• Shower Enclosures Walk-in shower enclosures combining functionality and aesthetics for bathroom design, aimed at residential homeowners, hospitality projects, and trade professionals specifying bathroom installations.
• Shower Spaces (Wet-floor showers)

Quantifiable outcome

• 95% of water used in production is recovered since 2007
• +2 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• University of PaduacoreStrategic or Co-development PartnerCollaborates with University of Padua to develop resins with lower levels of toxic solvents as part of ongoing sustainability improvement initiatives.
• FiberEUse (EU Project)coreStrategic or Co-development PartnerPart of FiberEUse, a European Union project aimed at improving the profitability of recycled material use in manufacturing.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Teuco: Italian competitor in wellness baths, hydromassage tubs, saunas and steam rooms with a comparable 'Made in Italy' premium design positioning.
• Jacuzzi: Iconic Italian-American brand specializing in hydromassage bathtubs and outdoor spas; competes head-to-head with Novellini's DIVINA, Moon and VITA outdoor spa collections.
• Duravit: German-headquartered premium bathroom fixtures manufacturer (sinks, bathtubs, shower trays, wellness) with a similar European design-led positioning and global dealer network; one of the closest direct comparables in size and segment focus.
• Ideal Standard: Major European bathroom solutions manufacturer offering ceramics, faucets, showering and bath enclosures with broad multi-country distribution, directly overlapping Novellini's dealer-led channels.
• Villeroy & Boch: Large European bathroom and wellness manufacturer with a comparable heritage brand and full-range portfolio (sanitary ware, bathtubs, shower trays, spas) targeting residential and hospitality projects.
• Kaldewei: European manufacturer of premium steel/enamel bathtubs, shower trays and washbasins with strong presence in residential and hotel projects, mirroring Novellini's bath and tray portfolio.

Broad incumbents

• Hansgrohe / Axor: Large global bathroom fittings and shower specialist with complementary (rather than full-overlap) shower, spray and digital-control technologies; competes for the same shower-design specification budgets.
• Roca (Roca Bathroom): Spain-based global sanitary-ware giant with a broad shower enclosure, bathtub and wellness product range; a wider-line incumbent competitor in many of the same dealer showrooms.

Emerging players

• Hoesch Design: German manufacturer specializing in whirlpool bathtubs, shower panels and steam showers; competes in the premium wellness niche overlapping Novellini's spa and hammam lines.

Regional players

• HÜPPE: German specialist in shower enclosures, shower walls and walk-in solutions — a closely adjacent regional player whose core shower-enclosure focus directly overlaps Novellini's biggest product line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/novellini.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novellini