Max Divani Srl

What Max Divani Srl does

Max Divani Srl is an Italian manufacturer of upholstered furniture headquartered in Altamura, in the Bari province, with operating history dating back to the mid-1950s. The company designs and produces sofas, armchairs, sofa beds, beds, and complementary furniture, sold under the principal Max Divani brand and the Sartoris sub-brand focused on sofa beds. Its core production is positioned as 100% Made in Italy, leaning on long-tenured artisanal craftsmanship as the central value proposition.

The firm serves two distinct demand channels. The first is residential retail, distributed through an authorized retailer network with showrooms in Italy and the UAE, where the Dubai location functions as the principal international flagship. The second is the contract market, supplying hotels, offices, and other public-facing venues where the same manufacturing capability is repurposed for project-based procurement. Geographic reach is international but selective, evidenced by participation in flagship trade events such as Salone del Mobile di Milano (2026 edition) and High Point Market (Fall 2025).

The business model is conventional for an Italian mid-market furniture SME: design-led collections released on a multi-year cadence, manufactured in-house in Altamura, and monetized through wholesale to authorized retailers plus direct contract project sales. The firm is privately held and founder/family-controlled, with no disclosed external funding and no publicly reported revenue. Recent activity — sub-brand launches, multi-market trade show participation, new collection releases, and the implementation of formal compliance infrastructure — points to active commercial investment, though financial scale and growth rates are not disclosed.

Name

Max Divani Srl

Legal name

Max Divani srl

Website

https://maxdivani.it

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Max Divani Srl is an Italian manufacturer of upholstered sofas, armchairs, sofa beds, and complementary furniture, producing 100% Made in Italy in Altamura (Bari) for residential retailers and contract/hospitality clients across Italy, the UAE, and the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Altamura

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Residential Furniture Sales: Direct sales of upholstered furniture (sofas, armchairs, beds, accessories) to end-consumers and residential buyers through authorized retailer network. Products are customizable with various coverings, finishes, and configurations.
2. Contract and Hospitality: B2B sales of upholstered furniture solutions for hotels, hospitality venues, corporate offices, and large-scale residential projects. The contract division offers tailored solutions for high-frequency commercial environments with bespoke design options.
3. Sartoris Sofa Bed Line: Dedicated sofa bed sub-brand targeting hospitality and multifunctional spaces. Sartoris represents the company's artisanal expertise applied to the contemporary sofa bed category.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Max Divani Srl manufactures and sells upholstered furniture under the Maxdivani brand, producing sofas, armchairs, beds, and accessories from its facilities in Altamura, Italy. The company operates the Sartoris sub-brand for sofa beds and runs a dedicated contract division delivering bespoke furnishing solutions for hotels, resorts, and corporate spaces.

Product overview

Max Divani Srl is an Italian artisan furniture manufacturer with over 70 years of experience, producing 100% Made in Italy upholstered furniture. The product portfolio centers on handcrafted sofas (Divani), reclining sofas (Divani Relax), beds (Letti), armchairs (Poltrone), and furnishing accessories (Complementi). The offerings are distributed across multiple product lines including the main Maxdivani brand with dozens of sofa models (such as Nido, Duplo, Sorriso, Ella, Gala, Bucci, Match, Panuma, Nuvola, Chicca, Soprano, Globo, Sipario, Morfeo, Sospiro, Percy, BonBon, Wender, Core, Coccola, Raja, Mia, Clizia, Swing), seven reclining sofa models (Pierre, Tender, Bomber, Macario, Speciale, Rev, Loren), six bed models (Muzzle, Perla, Nel, Bonbon, Ember, Globo), eleven armchair models (Morea, Macaron, Iside, Abbracci, Dana, Swing, Muzzle, Perla, Ariel, Ember, Scott), and seven accessory pieces (Kiko, Luna, Vision, Krisa, Manfi, Leia, Tarkin). The company also operates a Contract division serving hotels, hospitality, offices and corporate environments with bespoke solutions, and a sub-brand called Sartoris specializing in sofa beds for hospitality and multifunctional spaces. Materials include premium Italian-tanned leathers, natural fabrics, wood and metal finishes, with offerings organized into fabric and leather coverings catalogs (Class, Amira, Vega, Nirvana, Trendy, Armonia, Ornellaia, Mirage, Brutus, Tempura, Boss, Samba Plain, Kent, Nabucco, Bora, Merida, You, Rice, Tignanello, Alba, Natte, Ninfea, Sake, Idra, Loto, Milos, Oasis, Florence, Castle, Andros, Venice, Texas, Indios Pampas, Missouri, Butterfly, Tosca, Don Giovanni, Mama, Satin, Prestige, Vincent, Soave).

Differentiator

Problem solved

Functional benefit

Brands

• Sartoris: A sub-brand specializing in sofa beds (divano letto) designed for the hospitality sector, reinterpreting Maxdivani's artisanal expertise for contemporary sofa beds in hospitality and multifunctional spaces.

Products and services

• Maxdivani Sofas
• Maxdivani Armchairs
• Maxdivani Beds
• Sartoris Sofa Beds
• Contract Furniture Solutions

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Natuzzi S.p.A. Italy's largest upholstered furniture manufacturer, listed on NYSE. Produces leather and fabric sofas, armchairs, and complementary furniture for residential and contract markets — directly comparable in product category to Max Divani, though at significantly larger scale.
• Poltronesofà S.p.A. Italian upholstered sofa manufacturer with a strong retail network across Italy and selected international markets. Comparable in product mix (sofas, sectional sofas, sofa beds) and channel strategy (dealer-led) to Max Divani.
• Désirée Divani S.r.l. Italian upholstered sofa and contract-furniture specialist with a sister-brand relationship to the Calligaris Group. Comparable in product range (modular sofas, contract solutions) and Made-in-Italy positioning.
• Samoa Mobili S.r.l. (Samoa Italia): Italian upholstered sofa manufacturer with strong domestic distribution and selected international markets. Comparable product mix (sofas, sofa beds, armchairs) and channel model (authorized retailers + trade shows).
• Nicoletti Home (Divani&Divani by Nicoletti): Apulia-based Italian upholstered furniture producer making sofas, armchairs, and beds with a retail and franchise network. Direct geographic and product overlap with Max Divani's Altamura-base operations.
• Calia Italia S.r.l. Matera-based Italian upholstered sofa and armchair manufacturer with a heritage similar in age and craftsmanship positioning to Max Divani. Comparable as a peer-Italian artisanal upholstery specialist serving residential and contract channels.

Broad incumbents

• Moroso S.p.A. Italian designer upholstery specialist with strong contract and high-end residential presence. Comparable in upholstered furniture craft and contract/hospitality focus, but at a premium designer-tier positioning above Max Divani.
• Poltrona Frau S.p.A. Heritage Italian upholstered leather furniture maker (founded 1912) with strong contract/hospitality references and a global retail footprint. Comparable in artisanal craftsmanship and Made-in-Italy positioning, but materially larger and older as a brand.
• Baxter S.r.l. Italian luxury upholstered furniture brand specializing in leather sofas and armchairs for residential and contract interiors. Comparable product category and contract-channel exposure, but at a higher luxury price point.
• B&B Italia S.p.A. Italian designer furniture group whose upholstered seating range (sofas, modular systems, beds) directly competes for specifier and contract demand. Comparable in product category with a stronger design-brand association and international showroom network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MAXDIVANISPA
• Facebookfacebook.com/maxdivaniofficial
• Instagraminstagram.com/maxdivani
• Pinterestit.pinterest.com/maxdivani_
• LinkedInlinkedin.com/company/max-divani

Revenue estimate

Valuation estimate

Number of profiles

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 Max Divani Srl