Baldi succeeds Nicola Coropulis, who stepped down earlier this year following an impressive 18-year tenure with the historic firm, including 10 years at the helm as CEO. The appointment signals a deliberate pivot by the century-old Italian brand to harness luxury fashion expertise to accelerate its next chapter of international expansion, brand elevation, and operational transformation.
Baldi brings more than two decades of senior executive experience from the apex of the luxury fashion sector. Most recently, he served as the Europe, Middle East, and Africa president for Dolce & Gabbana, following a remarkable 25-year career at Gucci. Throughout his extensive tenure in fashion, Baldi has commanded critical senior leadership roles spanning finance, regional management, and global business development, giving him a deeply rooted understanding of how to scale prestige brands across international markets.
The Fashion Treatment
According to corporate leadership, Baldi is stepping into the role during a deeply transformative phase for Poltrona Frau’s international footprint. His primary mandate will be to build upon existing strategic continuity while aggressively sharpening and strengthening the company’s distinctive brand identity on a global scale.
Founded in Turin, Italy, in 1912 by master artisan Renzo Frau, the company has spent more than a century cultivating a reputation for peerless craftsmanship and timeless elegance. Over the decades, it has given the world some of the most iconic pieces in modern design history, including the legendary Vanity Fair and Archibald armchairs.
Poltrona Frau operates under the umbrella of Haworth Lifestyle, a division of the Holland, Michigan-based Haworth Group. Haworth Lifestyle functions as a powerhouse portfolio for some of the most storied names in European and global design, including historic Italian brands Cassina, Zanotta, Ceccotti, and Cappellini. The broader Haworth Group ecosystem also encompasses renowned luxury and contemporary design brands such as Janus et Cie, Luminaire, LuxuryLivingGroup, and Tuohy, cementing its status as an influential force in the global interior landscape.
Dario Rinero, CEO of Haworth Lifestyle, expressed strong enthusiasm for the appointment, highlighting Baldi’s extensive luxury pedigree as an indispensable asset for the brand’s upcoming trajectory.
"His extensive knowledge of the luxury sector, proven experience leading international organizations and ability to combine strategic vision with operational excellence make him the ideal leader to guide Poltrona Frau through its next phase of growth and transformation," Rinero stated.
The cross-pollination between luxury fashion and high-end home design is becoming an increasingly prominent trend as heritage furniture brands look to the apparel and accessories sector for executive talent and modern marketing playbooks. A notable precedent is Daniel Lalonde, who famously transitioned from leading accessible fashion powerhouse SMCP—the parent group behind Sandro, Maje, Claudie Pierlot, and Fursac—to head the Flos B&B Group. Lalonde’s impressive resume also includes serving as international president of Ralph Lauren and holding high-profile executive positions at LVMH Moët Hennessy Louis Vuitton, including president and CEO of Louis Vuitton North America, before eventually joining Vita within Finland’s Fiskars Group.
The structural reinforcement at Haworth Lifestyle extends beyond the top executive office. In April, the parent group recruited John Edelman, widely recognized as one of the most prominent executives in American furniture and design, to serve as president for North and South America. Edelman’s background includes extensive industry leadership as well as experience with Sam & Libby shoes, a footwear brand originally founded by his brother, Sam Edelman, and his wife, Libby.
A Crucial Phase
Baldi assumes leadership at a critical juncture for Poltrona Frau, following a transformative era spearheaded by outgoing CEO Nicola Coropulis. To ensure a seamless transition of power and preserve institutional knowledge, Coropulis has agreed to remain with the company in the capacity of a strategic adviser.
During his decade-long tenure as CEO, Coropulis successfully guided Poltrona Frau through an unprecedented era defined by rapid digital acceleration and technological modernization. Under his direction, the company embraced cutting-edge consumer-facing innovations designed to combat counterfeiting, enhance transparency, and engage digitally native luxury consumers.
In June, Poltrona Frau rolled out a digital product passport, an interactive tool powered by Near Field Communication (NFC) tags that grants consumers instant access to verified information regarding product origins, authenticity, quality standards, and end-of-life recycling pathways. Prior to that, in 2024, the brand distinguished itself as one of the very first luxury furniture houses to join the prestigious Aura Blockchain Consortium, a collaborative luxury initiative centered on traceability and authentication.
The firm’s forward-looking digital strategy also expanded into contemporary art. In April 2025, Poltrona Frau achieved another industry milestone by becoming the first major traditional furniture manufacturer to translate digital art into commercially viable, physical home furnishings. This initiative was realized through a collaboration with Ezequiel Pini, the acclaimed Argentinian digital artist internationally known by his professional moniker, Six N. Five.
These technological milestones were complemented by a series of high-profile, boundary-pushing creative collaborations. Throughout Coropulis’ tenure, the firm opened its doors to a diverse roster of multidisciplinary design talents. Notable projects included a partnership with British interiors and fashion designer Faye Toogood for the sculptural Squash collection, a collaboration with Como-based design visionaries Draga & Aurel on the distinctive Parka sofa, and a landmark fashion crossover partnership with renowned British menswear designer Ozwald Boateng.
Stepping into this dynamic environment, Baldi emphasized that nurturing deep relationships and elevating Poltrona Frau’s global prestige will remain at the very forefront of his strategic priorities as he charts the company’s future course.
"We will continue strengthening relationships with our customers and partners while creating new opportunities across international markets, enhancing the core values and authenticity of Poltrona Frau and increasing its relevance for the future," Baldi said.
