Via Durini opens new Makati showroom offering Italian-inspired luxury furniture, modular home solutions

Led by managing director Enrico Villanueva, the new showroom combines Italian-inspired aesthetics, China-based manufacturing, and full-home modular solutions for Filipino homeowners.

A new player in Manila’s furniture market is betting on a simple but strategic idea: Filipinos want homes that look and feel luxurious, but they also know where to spend and where to save.

Via Durini, a newly launched furniture and modular systems showroom led by Enrico Villanueva positions itself in that space, offering Italian-inspired design paired with more accessible pricing, made possible through direct manufacturing partnerships in China.

The brand officially opened to the public on February 5 at its Makati showroom, following a soft launch in June 2024, after months of preparation and consultations with architects, interior designers, and potential clients.

“We didn’t want to do a half-baked effort,” Villanueva, who is also the managing director,  said during the launch. “We wanted the showroom to feel like a real home, something people can experience.”

That thinking carries through the brand’s overall direction. Rather than simply selling individual pieces, Via Durini positions itself as a solutions provider, offering coordinated furniture, kitchens, and cabinetry designed to work together within a space.

“Our purpose is to bring best-in-design and craftsmanship to Filipino homes by offering quality that is accessible and customized to real needs,” Villanueva said.

Balancing aspiration and practicality

Insights from early discussions with industry professionals helped shape the brand’s direction. According to Villanueva and his team, Filipino homeowners are both aspirational and pragmatic.

“They’re willing to spend on showpieces like the living room, dining area, and kitchen,” he said. “But for secondary spaces, they become more strategic.”

This “savvy” mindset, as the team describes it, creates room for brands that can deliver design-driven pieces without the price tag typically associated with European luxury.

Via Durini’s offerings lean into that demand. A leather L-shaped sofa, for instance, is priced at around ₱500,000, while full dining sets can reach similar ranges depending on materials. Bed frames are priced below ₱200,000, and modular kitchen systems can range from ₱800,000 to ₱1.2 million.

These figures place the brand below traditional Italian furniture labels while still keeping it within the premium category.

Villanueva said demand for modular kitchens and cabinetry is also growing, particularly in urban homes where space efficiency and customization are key considerations.

Italian inspiration, global manufacturing

Despite its distinctly Italian name—drawn from a well-known design street in Milan—the products themselves are manufactured in China through partners such as Play Homeland, a company with over 20 years of experience and a global client base.

The brand draws heavily from Italian design principles, from material selection to overall aesthetic direction.

“Via Durini draws inspiration from Milan’s iconic design district, where craftsmanship, material excellence, and understated elegance define everyday living,” Villanueva said.

At the same time, production is anchored in China, where manufacturing capabilities allow for scale, consistency, and cost efficiency. This combination allows the brand to deliver premium design at a more accessible price point.

“Europe and Italy continue to lead in furniture and kitchen design, but China’s manufacturing has caught up in terms of quality,” he said.

“There’s still that perception that if it’s made in China, it’s not high quality,” said Albina Hao, Via Durini senior commercial and marketing director. “But that’s changing.”

Hao pointed to the scale and maturity of Chinese manufacturing, noting that many global brands source materials and production there. Via Durini works closely with selected partners instead of sourcing from multiple factories, helping maintain consistency across materials and finishes.

“If you get them from different factories, the quality can vary, even if the pieces look the same,” Villanueva said. “We wanted a partner we could rely on.”

Experience-driven retail

The showroom itself plays a central role in the brand’s strategy. Designed as a lived-in space, it allows visitors to see how different pieces come together in real settings.

Unlike purely digital retail, Via Durini focuses on physical experience, encouraging customers to sit, test, and interact with the furniture.

That approach aligns with how Filipino consumers shop for home items. While many begin their search online, purchases are often finalized only after seeing products in person.

“People want to feel what they’re buying,” Hao said. “Especially for something at this level.”

The showroom features modular sofas, marble dining tables, and configurable systems, with more than 200 fabric and leather options available for customization.

Working with the design community

A significant portion of Via Durini’s business comes through architects and interior designers, who act as intermediaries for larger residential projects.

The company supports this workflow with in-house designers and collaborates on layouts, helping determine the right furniture configurations for each space.

Via Durini also offers end-to-end services, covering ordering, delivery, installation, and after-sales support.

For clients outside Metro Manila, the company offers nationwide delivery, including Cebu and Davao, with installation support when needed.

This early, expansion is already being considered, with additional showrooms in Metro Manila among the plans. The company is also exploring opportunities in hospitality and commercial projects.

A growing market

The Philippine furniture sector remains competitive, with new players entering alongside established brands. For Villanueva, the opportunity lies in aligning with how Filipino homeowners build their spaces.

“Furniture is never just about filling a house,” he said. “It’s about creating something you enjoy living in.”

By combining Italian-inspired design, China-based manufacturing, and a localized understanding of consumer behavior, Via Durini positions itself as a refined yet practical option for homeowners looking to invest in well-designed spaces.

 

 

Luxury looks, savvy prices. Discover how Makati’s newest showroom, Via Durini, is bridging the gap between Milanese inspiration and practical Filipino home-building.

 

 

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