DondiSalotti, today a national brand, is a peculiar case from the point of view of entrepreneurial history. After the acquisition of the DondiSalotti brand by the Tosi family in 2018, the company began its project to achieve market leadership in upholstered furniture and living room elements with a precise identity: to be a specialist in the quality sofa sector and main point of reference in the highly customized entry premium segment. This is the vision of president Filippo Tosi, who has one certainty: he has always dealt with the upholstered category, he has a profound knowledge of the entire production process exclusively aimed at creating high quality sofas, with a distinctive design and superior comfort.
Filippo Tositoday president of the DondiSalotti company, makes some reflections, perhaps revealing more than one of the secrets of its success. «About seven years after the acquisition of the DondiSalotti brand by the Tosi family, it is time to take stock, going into the details of a path that has led our small family business to become the second player in the sector at a national level, the first in the entry premium segment. It is a story of business, challenges and people. I have always had the conviction that I wanted to operate in the sector as a specialist, to bring to the market an excellent and specialized proposal of a product that I know deeply, and which I have dealt with for my entire professional life. DondiSalotti was a promising brand at the time, but from a market analysis on the brand that I had commissioned from a leading company in these surveys, it appeared to be a brand known to consumers, but not associated with brand values. Therefore, in my vision, DondiSalotti was the right brand to enter the furniture sector as a specialist, with an original offer and a promise of a brand of value still to be built”.
Over the course of five years, the vision took shape through a profound organizational and managerial transformation – the company was initially a family-run business. From 2020 to 2025, DondiSalotti’s turnover grew by 190.29%, going from 35.5 million in 2020 to 102.60 million in 2025. 2025 is not only the year in which the turnover exceeds three figures, but also in which a capital increase of the company is decided, which goes from 200 thousand to 1 million euros. The company has a fundamental competitive advantage: Filippo Tosi, the president, is the man who governs the product.
In 2019 he joined the company Salvatore Rubinowith the task of leading DondiSalotti’s development strategy. Today, as Retail General Manager, Rubino declares: «In recent years we have built an integrated strategy in which retail, marketing and commercial development work as a single system, with the aim of generating value in the long term. The expansion of the network was accompanied by the evolution of the format, a shared sales method, the continuous training of people and a marketing and communication strategy that strengthened DondiSalotti’s positioning in the premium entry segment. Each new opening is part of an organizational, commercial and marketing model designed to be replicable, guaranteeing high quality standards, performance and a consistent customer experience across the entire territory.” The retail network went from 27 points of sale in 2020 to 58 in 2026.
«Exceeding the 100 million euro turnover threshold – continues Salvatore Rubino – represents for DondiSalotti confirmation of the solidity of the development path undertaken and of the company’s ability to combine entrepreneurial vision, management discipline and strategic coherence. The evolution of the format, the strengthening of internal skills, the continuous monitoring of the customer experience and increasingly distinctive communication have contributed to building awareness, reputation and perceived value of the brand. It is this model that today allows us to face the next challenges with solid organizational foundations, a long-term vision and the ambition to further consolidate DondiSalotti’s leadership in its market segment.”
Growth and economic-financial balance
The percentage growth of the business in the five-year period 2020-2025 was 190.29% overall, recording a double-digit trend almost every year and settling in the last two years at percentages of 20.12% and 21.98%. The operating margin grows together with the revenues, which is carefully managed on the basis of a correct management analysis carried out by an administrative department that is gradually structured. «Initially – he says Aurelius Agrippinusadministrative director of DondiSalotti – I was the only point of contact for everything that did not concern sales. Today seven people work in my department, we manage active and passive accounting and above all rigorous management control, adopting extensive industrial analysis and budgeting tools for objectives, both quantitative and monetary, with meticulous and constant monitoring”. But it is the involvement of everyone, from management to all collaborators, that adds value to analysis and control. The growth of the company is accompanied by the progressive strengthening of its organizational structure, with the birth of new strategic functions – Marketing, Customer Care, Logistics, Information Technology, Human Resources and Training – and with the doubling of the headquarter staff, which went from 30 people in 2020 to 61 in 2025. «The doubling took place with an obsessive control of costs – specifies Agrippino – through a careful selection of resources, also enhancing internal talents and inserting new skills in a targeted way, always with great attention to results”.
This growth was accompanied by an important process of managerialisation and development of internal skills. «We have built a solid management team, combining professional experience with many young talents who have grown within the company. At the same time we have chosen to internalize strategic skills, particularly in Information Technology, developing proprietary software and tools built on our needs. The DondiSalotti Academy was born in the same direction, dedicated to the continuous training and professional growth of our people. We believe that growing a company means evolving organisation, technology and human capital together, transforming skills and know-how into company assets” underlines Filippo Tosi.
Evolution of profitability
As highlighted by Aurelio Agrippino, Administrative Director of DondiSalotti, over the five-year period the trend of the profitability indicator which measures the ability of companies to generate profits (EBITDA) confirms the management of solid growth always in balance with the economic and financial situation of the company. During commercial development, the indicator progressively went from 21.50% in 2020 to approximately 12.00% in 2023, and to 9.17% in 2025. The change is mainly due to the entrepreneurial decision to dedicate, in the three-year period 2023-2025, part of the margin to an important investment in the DondiSalotti brand, with diversified and innovative marketing activities, and advertising campaigns with unpublished.
Consolidation of capital and financial structure
Even on the equity and financial front, Agrippino underlines how 2025 marks an important milestone in the consolidation of DondiSalotti’s capital structure: a capital increase of the company is granted which goes from 200 thousand euros to 1 million. The legal form of Limited Liability Company is considered suitable for the business model and above all for the governance model. DondiSalotti is a managerially managed family business, with a very streamlined decision-making chain that refers to the president Filippo Tosi. The company has consolidated an agile and dynamic management model, low in costs, very operational, decision-making and aware, with equity and financial results that make the company autonomous and ensure planning and investment ‘serenity’. For example, in 2025 financial cash flow was 9.74% of turnover, with sales risks of almost zero. This solid economic-financial situation also fuels a virtuous circle with regard to relationships with suppliers, employees and stakeholders in general.
Obviously all the architecture and planning for growth cannot ignore the quality of the offer, on which Filippo Tosi does not compromise: he is the product man of DondiSalotti, and this competence is one of the fundamental pluses.
