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Redacted by Oto Agency - 1/06/2022



Sit-in re-launches itself on the market with a line of eco-friendly rugs and turf to interpret the contemporary home, exclusively for the 'digital consumer'. The preview presentation at the Salone del Mobile 2022. Sit-in, the Italian brand of Radici Pietro Industries & Brands S.p.A., a group that has been active in the textile market since 1950, begins a new chapter in its history and reinterprets the carpet concept that made it iconic to Italians in the 1970s, launching a brand new line of modern rugs and synthetic turf.


The resumption of Sit-in is a reflection of the historical moment, which aims to transform our way of life into one that is more moral, sustainable, and forward-looking. The investment being made by this Italian textile industry leader to provide us with beautiful, useful, and environmentally friendly products deserves to be announced at Salone del Mobile 2022, which will celebrate the fundamental principles of the ecological transition and the future of living. The characteristics of Sit-in rugs summarise the desire to strive to feel good in our homes: the turf, the modernity of the design, the degree of customisation, the sustainable lifecycle and the quality of the materials, the Italian character of the product and the digital purchase.


Sit-in produces its turf entirely in its factories in the province of Bergamo in Cazzano Sant'Andrea (Val Seriana), a place between history and nature at the foot of the Orobian Alps. The synthetic turf is the result of the most advanced Re-turf technology, 100% made in Italy, recyclable and sustainable, and highly draining. The different pile heights and rolls in widths of 2 or 4 metres make it possible to satisfy a multitude of design requirements at the touch of a button.


An exciting news for those interested in home décor and interior designers looking for fresh ideas: Thanks to the brand's first online store, Sit-In rugs are now available for purchase. The website, which will be available starting on June 1, 2022, offers contemporary and well-known collections, including the "limited edition" that was previewed at the Salone del Mobile and is only available to "digital consumers" in a super limited edition. The carpets are also customisable in terms of shape, colour and type of edging: flush, webbed or semi-flush and are made from recycled and recyclable materials, with a production process that fully respects the environment.

"The e-commerce project was born during the lockdown period and has developed over the past months involving the entire company through a creative and innovative path. We set ourselves the goal of reaching the end customer by offering rugs and synthetic grass to transform spaces into a unique experience to be lived by relaunching the historic Sit-in brand, revised in form and style", says Ivan Palazzi, Managing Director Radici Pietro Industries & Brands.

"Beauty, innovation, sustainability, passion and experience are the five values that have inspired us on a daily basis to be able to offer a wide range of innovative eco-sustainable and customised products that stand out from the competition. For customers, this means having the guarantee of purchasing exclusive and trendy products, in full respect of Italian production, style and design."

Italian textiles have always been synonymous with prestige and quality. The fashion and furnishing textiles supply chain is a real feather in the cap for our economy and our country. Faced with profound structural changes in the sector, which represent a challenge and require an innovative effort, Radici Pietro Industries & Brands S.p.A has responded with digitisation and sustainability. Sustainability is not a slogan, but concrete actions of the Orobica company immersed in a green valley for over 70 years, to which it wants to give back resources. An example? The most recent investment will allow 25,000 square metres of photovoltaic panels to be installed, saving over 700 tonnes of CO2 per year. Every product is designed to be recyclable or regenerable and every packaging used is completely recycled.

All products woven by the looms are checked and finished by hand to create a solid, long-lasting product that does not have to be replaced after a few years, generating new emissions. The raw materials used by the company are traceable and transparent and come from partners who share the same sustainable vision as the company.