Designing with Purpose, Protecting with Pride

Founded in 2006, Danetti has become a leader in modern, aspirational furniture design—balancing quality, style, and accessibility. With their in-house team carefully curating every piece, Danetti’s designs are made to last and inspire. But with originality comes risk, and as a growing brand, Danetti has faced increasing challenges from copycats. Joining Anti Copying In Design (ACID) gave them vital support in navigating intellectual property protection and tackling design infringement. Discover how Danetti continues to innovate while standing firm against design theft in a competitive market.

Can you tell us about the inspiration behind Danetti and what sets your products apart from others in the market?

Founded in 2006, the Danetti team have spent more than 18 years curating considered furniture solutions for our customers. We saw a gap in the market to bring people high quality products that were both aspirational and attainable, providing timeless style. We wanted to create something that was exclusively Danetti and unlike anything elsewhere.

What steps do you take to ensure that your products are designed with sustainability and quality in mind?

We spend months curating product concepts, considering every detail that would matter to you and to us. Quality and durability are a very important part of our process. We collaborate as an in-house team to discuss and evaluate every detail so only the best designs are brought into the product family, making sure everything holds its place in the range and really brings something to the collection. We are always researching and trialing sustainable solutions and have implemented quite a few changes over the years.

Have you faced any challenges with copying or infringement of your designs, and how have you addressed these issues?

With the influx of furniture companies post COVID and our growth and presence in the industry, we have faced multiple challenges. Part of addressing these issues has been to join ACID and have that support.

Have you brought anything new to the marketplace recently that you would like to share?

Our Spring Summer collection launched in February. It’s a collection we are proud of as it really showcases Danetti and what we stand for.

ACID values the support of its members to enable it to campaign for design law reform. Do you have any messages for Government/Policy Makers on IP issues? Do you think that copying of designs is deliberate and blatant?

Design copying is problematic when it crosses the line from inspiration to direct replication, especially when it’s done for profit without crediting the original creator. It can damage both the brand and the individuals who make it possible.