Protecting local craftsmanship and quality in a time of need

"If you want to sleep soundly as a brand owner, join Transparency."
Stefano Bolzicco

A quality brand

When puts "Made in Italy" on its furniture, it's nothing but the truth.

The vast majority of its suppliers are Italian and based within a kilometre of the showroom in Udine, a small city nestled between the Italian Alps and the Adriatic Sea.

It doesn't get more local than that — something that company founder Stefano Bolzicco is extremely proud of.

"Made in Italy, guaranteed," he says. "My products are made by highly skilled local craftspeople with the best raw materials."

High quality furniture has never been so popular. But it's no secret that counterfeiting is becoming more and more common.

What's worse is that most customers aren't aware that the furniture they are buying isn't authentic.

Since local craftsmanship is the cornerstone of the brand, this has always been a concern of ours.

"Counterfeits create all sorts of problems," says Stefano. "First of all, counterfeiters would not work with my suppliers. The customer is therefore receiving an inferior product."
Counterfeits are also unfair competition. Since it costs more to make high-quality products, I can't compete on price. Watching your sales drop and your reputation take a hit because customers have had bad experiences with non-genuine products is incredibly frustrating.

A welcome invitation

Concerned about the reputation of and sales on the site, Stefano decided to sign up for Amazon Brand Registry. A short time later, he received an invitation to discuss a new programme: Transparency.

Stefano believes that accepting that invitation has been one of the most important decisions he has made for his business.

"I immediately realised that Transparency would solve my counterfeiting problem.
Each product has a unique code that cannot be replicated. If the code and product do not match, or if the code is missing, the product will have to be investigated."

Fighting back against counterfeiters

Joining Transparency paid off immediately.

"You feel instantly protected," enthuses Stefano. "You are no longer afraid of waking up and discovering that you lost out because something strange and beyond your control happened. It's incredible, isn't it?"

Signing up has also had long-term benefits for

"Transparency has created a positive feedback loop. With counterfeit products no longer being available, customers can only get genuine items. And they begin to recognise that you're synonymous with quality and can be trusted to deliver a safe product. That has a positive effect on your turnover."

More importantly, being able to ensure that customers can only receive genuine products has also increased awareness of the brand.

"More people are now familiar with the brand. Even more positive is the fact that more people are remembering the brand when they're looking to buy high-quality furniture."

As people spend more time at home, including working from home, the demand for desks, office chairs, and other furniture has soared.

However, so has the number of counterfeit products, since malicious parties have seized the opportunity to exploit this unprecedented demand.

Joining Transparency couldn't have happened at a better time

Stefano is convinced that Transparency has played a key role in increasing sales by an incredible 312% since joining in 2019, as it has protected and reinforced the brand's reputation at a time of peak demand and high risk.
Stefano adds: "In reality, Transparency has also helped us stand out at other peak times, like Black Friday, because its protection has reinforced the standing of and helped it gain greater recognition."

Focusing on what matters

Transparency enabled Stefano to take proactive measures to combat counterfeits. Not having to worry about that allowed him to focus on what matters most to him: recognition for Udine's craftspeople on the international stage and providing the optimal experience for's valued customers.

Its reputation for quality has also grown.

"Transparency costs nothing compared to the benefits it brings ... It gives you peace of mind that nobody will tarnish the reputation you have worked so hard to build by offering a similar yet inferior product.

If you want to protect your brand, I highly recommend that you sign up."

Contact the Transparency team to learn more.

two Amazon boxes

Read more case studies

Case studies

Express Pet Supplies

Express Pet Supplies is a family-run business selling high-quality pet products online. To give its customers reassurance and protect the quality of its products and its reputation, Express Pet Supplies is part of the Transparency by Amazon counterfeit-prevention programme.
Case studies

Koala Babycare

Koala Babycare sells some of the most sought-after baby care products in Europe. They chose Transparency by Amazon to take proactive steps to protect their products and customers against counterfeiting.
Case studies


Standing out in the consumer electronics and computer accessories market is no mean feat. OcioDual protects the quality of its products and its competitive edge by using Amazon brand protection programmes designed to prevent wrongdoers from attempting to counterfeit its products.
Case studies


Windhorse sells grade-A ceramics made by talented local craftspeople in Thailand. To stop their work from being copied and sold as originals, founder David Richards is enrolled in Amazon Brand Registry and protects his products with Transparency to prevent counterfeiting
Amazon logo: France
© 2024, Inc. and its subsidiaries.
Facebook logo
Twitter logo
LinkedIn logo
TikTok logo
YouTube logo