Innovation. The second peculiarity that stands out in the Frette story is its commercial strategy that put it
midway between industry and mass-distribution (retail), a revolutionary model. The company had ensured a base of
profitability with the supplies to the hotel industry. In the flow of the years, it progressively put in place a distribution
network that arrived at covering the whole of Italy and activating the new couches of the expanding social brackets.
The catalog came in to complete and make it even more extensive this network; a fundamental tool during the phase of
scarsity of direct selling points. In fact, its importance fell in coincidence with the parallel extension of the retail
network. Both these characteristics, production and distribution, were already present in Edmond Frette’s plans: grown
at the French school, he was well aware of the advantages of the luxury goods and of their extensive distribution