Legacy brands don’t take risks on un-proven markets. When brands that have shaped how the world’s wealthiest live for decades decide to invest millions in a city, they’re betting on an existing (and growing) cultural sophistication.
Recently, three legacy home brands have made major commitments to Naples. B&B Italia—founded in 1966 and synonymous with modern Italian design excellence—opened a flagship location in Bayfront of Naples. Roche Bobois, the French design house that’s been creating statement pieces since 1960, opened across from The Moorings, one of Naples’ luxurious, beachside enclaves. RH, the 45-year-old American luxury lifestyle leader, is deep into construction on a next-gen location in the 1.3-acre former Nordstrom space at Waterside Shops. This convergence represents the most significant influx of established luxury design brands in Naples’ history.
Their near-simultaneous arrival reflects something these companies prize: the potential for generational relationships with a design-savvy base who have the means and the mindset to invest in pieces with lasting cultural value. Naples may be small—just over 20,000 residents—but it spends like a heavyweight. Just consider the company these newcomers keep: with B&B Italia, Naples joins a short list of U.S. cities with flagship locations, alongside New York, Miami, Washington, D.C., Boston and San Francisco. RH is going even further, selecting Naples as the testing ground for its new showroom model—a multi-building compound designed to set the tone for future locations nationwide.
Courtesy Roche Bobois
Roche Bobois Living Room
Roche Bobois’ debut in Naples last summer underscores a growing design moment, favoring expressive choices and immersive retail over conventional coastal restraint. Previous spread: RH is using its Waterside Shops locale as a test site for a next-gen compound it plans to scale worldwide.
These moves don’t stand alone. The arrival of two new Ritz-Carlton Residences, forthcoming Rosewood and Four Seasons locations, and a steady stream of style-forward restaurants from major metropolitan markets is laying the groundwork for a full-scale design ecosystem. The hospitality projects operate as aesthetic laboratories, showing Neapolitans what’s possible when creative vision meets investment.
John Marquette, a formative force in the early Miami Design District and the developer behind B&B Italia’s Naples home, sees the parallels clearly. “Naples is the Hamptons of Miami,” he says. While the Gulf Coast remains seasonal, a growing population of year-round residents is creating stronger, sustained demand compared to traditional resort markets.
The shift is as much about how business is done as what’s being sold. “There is a major difference in how you approach doing business here,” says Mike Mahigel, John’s managing partner. “People purchase not based on brand but on relationships—unless you’re Ferrari or Lamborghini … you don’t sell luxury here—you teach luxury.” The dynamic reflects a market that values provenance and thoughtfulness over status signaling.
At B&B Italia’s Bayfront of Naples location, the philosophy plays out in a gallery-like showroom that celebrates Italian modern design. Iconic pieces like Gaetano Pesce’s sculptural Serie Up chair and Mario Bellini’s Camaleonda sofa are shown alongside full vignettes from sister furniture brand Maxalto and kitchen manufacturer Arclinea. Within the lofty locale, Mike also maintains a show space for PDA Gallery, the collectible design platform he launched with his wife, Kelly, to spotlight important works and ideas from the postmodern movement.
Courtesy B&B Italia
Arm Chair B&B Italia Furniture Legacy Brands
With its sixth American flagship now at Bayfront of Naples—alongside locations in New York, Boston, Miami, Washington, D.C. and San Francisco—B&B Italia affirms Naples’ rising stature on the global design map.
Roche Bobois, which arrived in spring 2024, brings a different energy to the new era of coastal design. Known for theatrical silhouettes and saturated color, the French brand offers high-concept pieces that read more like manifestos than furniture. Coral, ochre, navy, violet and pink collide across its collections, creating visual statements that prioritize personal expression over safe choices.
RH presents yet another expression of legacy luxury. The brand’s aesthetic—grounded, warm and rooted in American classicism—offers visual gravitas and a sense of permanence. The forthcoming compound at Waterside Shops will combine gallery-style showrooms with dining, gardens and gathering spaces, including a rooftop restaurant and glass-wrapped courtyard with a wine bar, layered with RH’s signature cool.
All three brands are connected by their commitment to longevity in craftsmanship and cultural relevance. Their presence does more than meet existing demand—it encourages a deeper conversation. Flagship locations from brands of this caliber signal to developers, restaurateurs, gallery owners and architects that Naples has reached a level of maturity that can support increasingly ambitious creative work.
This moment may not represent a total reinvention of Naples style, but it marks a clear inflection point. Design here is no longer defined solely by resale appeal or safe choices. There’s growing confidence in aesthetic conviction—and a willingness to invest in objects that carry authorship, weight and lasting style.
Courtesy B&B Italia
Green Sofa B&B Italia Legacy Brands
At B&B Italia’s Naples showroom, iconic pieces like the 1970-released Camaleonda modular sofa invite a deeper understanding of Italian modernism.