[4] By the mid-1970s, Pasquale Natuzzi participated for the first time at a furniture trade fair in Bari, where he took the first contacts with some customers of the Middle East: Saudi Arabia, Israel, Jordan.
Here he got in touch with a major European distribution chain, the Belgian Universe du Cuir, allowing him to export to Northern Europe and specialize in the niche of the leather sofa.
[5] Pasquale Natuzzi's intuition to democratize the leather sofa intercepted the consumer's tastes in the world's largest market, the North American one.
The 90's growth made him the"King of sofas[8]" and ended with the building of the new headquarters of Natuzzi Americas sales in High Point (NC).
The project was committed to the architect Mario Bellini, who realized a building shaped like a ship to symbolize the entrepreneurial story of Pasquale Natuzzi, characterized by the discovery and conquest of America.
[12] Natuzzi decided to focus on the internationalization of production, the defense of Made in Italy, innovation and research to not succumb to the pressure on the price coming from the producers of countries with low labor costs.
In recent years Pasquale Natuzzi has been committed in favor of corporate social responsibility, culture of legality and defense of Made in Italy.
His fight against unfair competition and illegal work began with a series of interviews released to Furniture Today[13] and Italian newspapers and TV programs.
[12][14][15][16][17][18][19] In 2012 he held a hearing at the Italian Parliament Budget Committee, where he stated: "The unfair competition is undermining not only our company but the whole territory’s economy that we have developed with such care".
[20] On December 3, 2013, a few days after the fire blazed at the Chinese company “Teresa Moda”, in Prato, where seven Asian men had died, Pasquale Natuzzi wrote an open letter to Giorgio Napolitano, where he denounced that quite similar phenomena were also occurring in the former district of Puglia and Basilicata and he asked the policy to restore the rules of a fair competition.