Serving discerning B2C and B2B clients worldwide, the brand blends timeless artistry with modern design, crafting spaces that exude elegance and sophistication. We spoke with Viola Chen, Founder and CEO of Kuan’s Living, about her brand’s mission to celebrate Italy’s rich design heritage while fostering collaborations with emerging talents and niche artisans.

Interview by AKGÜN AKDİL

Can you tell us more about your company?

Kuan's Living S.R.L., established in 1991, began as a trailblazing importer and agent for global luxury home linen, towels and accessories. Over the years, it has evolved into a global leader in luxury home furnishings, with a strong focus on "Made in Italy" high-end & crafts.

In 1996, recognizing Italian craftsmanship as the soul of its rich cultural heritage, I expanded internationally, establishing an office in Milan. This milestone underscored our dedication to authentic Italian artistry, sharing its spirit and elevating luxury living worldwide.

In 2002, I had the honor of collaborating with Mr. Adolfo Carrara on Emmanuel Ungaro’s inaugural Home Collection—Adolfo led the Terry segment, while I oversaw Bed Linen & Decor. Through our partnership, Adolfo later revolutionized the industry, creating home collections for renowned fashion houses like Roberto Cavalli, La Perla, and Gianfranco Ferré, RIVOLTA home etc., in recent years also taking the role as the art director of Milano Home.

In 2004, Kuan's Living achieved the Grand Design at solidifying its reputation in luxury home furnishings. Today, Kuan's Living represents over 20 international luxury brands and also has developed distribution globally.

The company operates flagship showrooms in Taipei and Shanghai, complemented by 14 retail stores across Taiwan and locations in 10 major cities throughout China. Additionally, it caters to high-net-worth individuals, interior designers, and the luxury hospitality sector through sales channels in metropolitan cities worldwide.

What are the core values that your brand emphasizes in its product offerings? How do you choose the products that align with these values?

Kuan’s Living is dedicated to luxury linen & decor arts, sustainability, and the timeless artistry of Italian craftsmanship. Since 2000 we have proudly established ourselves as Taiwan’s first and only luxury home and lifestyle selective retailer, curating and creating an exceptional array of products from around the world.

We curate products that blend modern and vintage styles with a globally authentic perspective, thoughtfully tailored to high-end interior and living spaces. Rather than selling individual products, we provide a comprehensive selection—including home linens, furniture, décor, dining ware, and more—designed to craft elegant and refined dream spaces. By offering cohesive design solutions, we deliver a sense of tasteful value. We serve not only individual clients but also collaborate with interior designers and stylists to bring their visions to life.

Who are your main customers?

Kuan’s Living’s has 2 types of main clienteles via WW sales channels:

B2C Customers: consumers are affluent and discerning individuals. Moreover, they are very sophisticated with a deep appreciation for artful living and refined aesthetics. They only look for the best merchandise and retailers.  The profiles of these consumers are usually wealthy and tasteful homeowners, interior designers, and soft furnishing stylists who seek to create personalized and elegant spaces. They value Kuans' Living is curating for its bespoke craftsmanship, distinctive designs, and ability to transform interiors into timeless expressions of individuality and taste.

B2B Customers: Kuan's Living excels in delivering tailored solutions, making us the preferred partner for B2B clients in the Airline, Hotel, and Corporate Gift sectors. We are proud recipients of first-place awards for Business and First-Class sleeping amenities, as well as an innovation award for a sustainable, seashell-derived, warm, and lightweight in-flight blanket.

For renowned European airlines, we have been supplying premium loungewear to Business and First-Class passengers for many years, earning consistently high praise.

In every project we undertake, Kuan's Living ensures we deliver the most outstanding performance, always striving to exceed expectations. Additionally, our hotel projects in Taiwan and Mainland China have been recognized as the most popular and comfortable, reflecting our commitment to innovation, sustainability, and delivering exceptional experiences for our clients and their customers.

What are your thoughts on Italian design? How does it influence your product range and overall aesthetic?

Italian design is a key inspiration, renowned for its timeless elegance and high standards of craftsmanship and quality. It influences our approach by guiding us to balance innovation with tradition. We incorporate Italian design’s clean lines, luxurious materials, and artistic expression into our collections, creating furniture and accessories that are both functional and visually stunning.

How important is Italian design to your customers? Do you see it as a selling point, or is it more about the quality and craftsmanship?

Italian design holds tremendous significance for our customers, as it epitomizes refined luxury and unparalleled craftsmanship. The “Made in Italy” label is a powerful hallmark, symbolizing not only exquisite design and superior artisanal quality but also the rich cultural heritage and timeless elegance that resonate deeply with our discerning clientele.

What are your goals at Milan Home Fair this year? Are you looking for new partnerships, expanding into new markets, or showcasing a particular product?

In today’s competitive global markets, where similar products abound, Kuan’s Living has distinguished itself through fresh ideas, exceptional craftsmanship, and innovative contributions. For 2025, my focus is on two key objectives:

A. Discovering Promising Italian rising stars of young talents

Collaborating with emerging Italian designers known for their creativity and innovation.

B. Sourcing Unique Italian Craftsmanship of Masters

Partnering with niche artisans whose work embodies Italy’s unmatched tradition of excellence.

These efforts celebrate and share the richness of Italian art, culture, and heritage with global markets, particularly in Taiwan. Through my curations, we connect discerning customers with Italian masters like Pierluigi Ghianda, a renowned wood craftsman, and Gabriella Crespi, an iconic figure in Italian craft design. As ambassadors of Italian heritage, we proudly promote its timeless excellence on the world stage.

How many clients or retailers do you currently work with, and what are your aspirations for growth over the next few years?

We will reinforce and increase our brand visibility and solidifying Kuan's Living as a top name in China & Taiwan (Chinese territory) in refined linen & decor art and travels within the current clientele and we will also retain and expand clientele and Markets:

A. Enlarge Young affluent clientele by creating more product lines that are suitable for this client segmentation.

B. Create new clientele in different Asian markets and deepen the current regions market

Are there any new product lines or innovations you’re working on that you're particularly excited about and would like to share with us?

From my perspective, the way people utilize home spaces has evolved significantly. Soft furnishings are now more essential than ever, as spaces are increasingly designed to serve multiple functions. For instance, a bedroom may double as a living room where people can watch TV, play games, or spend quality time with family and pets. In contrast to the past, when hard furniture was favored to define distinct spaces for specific occasions, today’s trend toward multifunctional living presents new opportunities.

This shift inspires us to develop innovative soft furnishings that empower our clients to create versatile, flexible spaces tailored to their needs, offering a variety of choices and solutions to enhance modern living.

How do you envision your brand evolving in the next five years, especially with shifts in design trends and market demands?

Establish Kuan's Living as the definitive industry leader in China and across Asia   

Harness Italian top-tier bed linens and exquisite craftsmanship while embracing localization to tailor our offerings to the unique needs of each market. Drawing on Kuan's Living's 30 years of proven success in Taiwan, we aim to set a new benchmark in China and across the Asia region.

Merge Tradition with Innovation

Embrace finest materials and ethical practices, highlighting craftsmanship and heritage with a modern, eco-friendly narrative.

Appeal to Younger Generations

Redefine luxury with minimalistic designs, smart technologies, and customization. Strengthen connections with Millennials and Gen Z through storytelling on Instagram, Pinterest, and TikTok.

Prioritize Sustainability

Adopt eco-conscious practices, blending Italian craftsmanship with modern aesthetics. Collaborate with designers to reinterpret classics for today’s homes.

Grow Global Presence

Focus on China and Southeast Asia with flagship stores, strategic partnerships, and bespoke designs reflecting cultural preferences.

Foster Community and Collaboration

Host workshops, exhibitions, and collaborations with artists and designers. Offer exclusive, limited-edition collections to inspire connection and engagement.