LAZZONI: A Local Story with Global Reach

TABNET, a vibrant community bringing together professionals from design, technology, and entrepreneurship, regularly hosts conversations that spotlight standout brands and inspiring founders. One such session turned the spotlight on LAZZONI, a furniture brand with deep roots in Turkish craftsmanship and a growing presence on the global design stage.

What makes LAZZONI stand out isn’t just its products—it’s the story behind. From a small family workshop to showrooms across the U.S., the brand’s journey reflects a blend of heritage, innovation, and bold expansion. We are sharing key insights from that conversation, shedding light on how LAZZONI is redefining what it means to be a global design brand with local soul.

A Legacy of Craftsmanship

LAZZONI’s roots go back five generations in a family of woodworkers from Turkey’s Black Sea region. Today, under the leadership of Efe Kababulut, the brand combines this artisanal legacy with a modern design perspective. With a degree in industrial design from the Rochester Institute of Technology, Kababulut has shaped LAZZONI into a name that stands for quality, creativity, and global ambition. Even the brand’s name reflects its dual identity—drawing inspiration from the Laz ethnic heritage and the sleek elegance of Italian design.

Adapting Without Losing Identity

One of LAZZONI’s core philosophies is simple but powerful: understand your market without losing who you are. Whether in New York or Istanbul, the brand strives to connect with customers by honoring local lifestyles while staying true to its DNA. That balance—between adaptation and authenticity—has been key to building trust and loyalty in diverse markets.

Design Awards and Global Collaborations

LAZZONI’s design credibility is backed by partnerships with world-class designers and recognition from international institutions. Projects include collaborations with Italian designers who’ve worked with brands like Ferrari, and accolades such as the Good Design Award and IDA Design Award. Their custom furniture pieces have also been featured in luxury hotels and high-end residences, including the Turkish House (Türkevi) in New York.

Sustainability That’s Built In

Sustainability is not a marketing add-on for LAZZONI—it’s an operational principle. From solar-powered factories to eco-conscious materials, the company has made major investments in green manufacturing. Certified wood, water-based paints, and waste-minimizing production methods are just a few examples of how the brand aligns aesthetics with environmental responsibility. 

Customer Experience at the Core

LAZZONI goes far beyond simply selling furniture. The brand offers end-to-end design consulting, helping customers personalize every detail—from cabinet interiors to custom headboards that stretch to the ceiling. In-store experiences are led by trained interior architects, ensuring that every visit feels more like a collaboration than a transaction. This "white glove" approach continues after the sale, with careful delivery and setup, and even thoughtful hospitality touches like traditional Turkish coffee.

A Growing Presence in the U.S.

With 15 showrooms across the U.S., LAZZONI has carved out a space in a highly competitive market. The company focuses on high-design, detail-oriented customers—especially in cities like New York—where trust, word of mouth, and consistent service have fueled steady growth. Alongside physical expansion, LAZZONI is also investing in digital tools, including AI-powered platforms that enhance the customer journey both online and offline.

Working With the Design Community

LAZZONI is deeply connected to the professional design world, actively collaborating with architects, interior designers, and creatives around the globe. These partnerships not only elevate the brand’s design output but also expand its global footprint. From prestigious hotel projects to award-winning residences, the brand has become a trusted name among top-tier designers.

A Brand Rooted in Culture, Built for the World

LAZZONI is a striking example of how a brand can stay rooted in cultural heritage while evolving to meet the demands of a global audience. By blending traditional craftsmanship with modern aesthetics and smart strategy, the company has become a symbol of what Turkish design can achieve on the world stage.

If you're interested in more stories like this—from founders and brands building across cultures and markets—keep an eye on the ongoing discussions inside the TABNET community.