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About us

Forwell is a company born from the very essence of Furniture. The owner, MS Cinzia Pedicone, daughter of a carpenter and founder of Pedicone holding group, is a shareholder of one of the most important furniture cluster in Europe to which belong the following companies and brands:

  •     Las Mobili

  •     Metalway

  •     Steelbox

  •     Ethra


The manufacturing units, spread in different locations in Italy occupy more than 1 million square feet with the most advanced machinery and production lines.

Forwell offers its USA network of Interior Designers, Dealers, Furniture Contractors, and Reps a direct connection with its manufacturing companies in Italy allowing the best price possible without intermediation, with a sales office and technical support team located in Texas in order to offer continuous services, during the working time in the US to avoid feeling the time difference or any other hustles which feature the relationship with European Suppliers. 

Together with the furniture opportunity, Forwell offers a large number of marketing services specialized for the Furniture Manufacturers, Furniture Dealers and Contractors, like supply chain building, branding, digital marketing and marketing plan, among the most important. Visit the clients page to find out our past performances and how we helped our partners.

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of international consultants for marketing services


Cinzia Pedicone - Italian

Managing Director and Industrial Marketing Advisor - Owner

Once completed her marketing education, she devoted the whole activity to develop furnture companies by managing a network of 500 clients spread across 5 continents for 20 years. Being a Senior Marketing Advisor for the European Bank for Reconstruction and Development (, since 2015, launched her career as international marketing consultant in the field of Furniture, either industry and retail. Handling project in Mongolia, Italy, Tunisia , Morocco, Russia enhanced her the ability to have a 360° vision of the needs of the market.

Spoken languages: Italian, English, Spanish, Portuguese, French.

"Nothing great was ever achieved without enthusiasm."
– Ralph Waldo Emerson

To contact Ms Pedicone:

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Vanesa Gomes - Indian

Real Estate Consultant 

A great experience in  Real estate market either renting and buying/selling, Vanesa il your passpartout if you want to be assisted in your selling and buying or simply renting a commercial space or your dream residence. 

Spoken languages: English

Buying real estate is not only the best way, the quickest way, the safest way, but the only way to become wealthy.” - Marshall Field

To contact Mrs Gomes​


Stephan Geradon - Belgian

Branding Advisor

With a thirty-year career, Stephan Geradon, from Belgium, has achieved successes in transversal markets by creating communication and branding strategies in more than 30 countries. As advisor to the European Bank for Reconstruction and Development, in the field of marketing and communication, thanks to its developed network of collaborators, it is able to create the right corporate mood. Audiovisual communication, franchising set up, repositioning of the brand, creation of front ends and catalogs, are just some of the services that Al Shuaiba can provide thanks to the collaboration with Stephan Geradon.

Spoken Languages: French, English, Flamish

"Communication is the real work of a leader. "

-Nitin Nohria

To contact Mr Geradon:

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Frank Arturo Rodriguez - Italian

Contract Division

With his wide experience in Furniture and “Italian arts”, he will be able to search for you in the world of furniture from a single cabinet to an complete furniture set for a palace. Luxury furniture with competitive prices directly from the source.

This is the simple way to get the house of your dream come true. Need to start up your furniture department? You are in the right hands.

Spoken languages: Italian, Spanish & English

"The body achieves what the mind believes."

To contact Mr Rodriguez


Alfredo Greco - Italian

Procurement Advisor

Started his career in the contracting field for the family company to embrace at young age also the complex market of commodities. With a solid background on trading of Mineral Ore, Oil and Gas and Fertilizers Commodities, Alfredo Greco joined the team to accompany the process of research and selection of International Partners to be introduced in the complex Kuwaiti market of contracting.

Spoken Languages: Italian, English, Romanian

" Only I can change my life. No one can do it for me."
- Carol Burnett

To contact Mr Greco:​


Mustafa Amjad - Italian

Sales Developer

Arch. Mustafa Amjad carreer has been devoted to furniture since the very beginning. Graduated from a prestigious architectural university in Italy, the furniture world is at his fingertip. The vision of both cultures, Europeans and Arab provided the right angle that will help any company to set up the right sales departmetn

Spoken languages: Italian, English, Arabic

"Sell the problem you solve not the product"

To contact Arch. Mustafa​

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