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About us




Forwell Furniture emerges as a company deeply rooted in the essence of the furniture industry. Its proprietor, Ms. Cinzia Pedicone, hails from a lineage of carpenters and stands as the founder of the Pedicone holding group. She also holds a significant stake in one of Europe's preeminent furniture clusters, which encompasses the following distinguished companies and brands:


- Las Mobili

- Metalway

- Steelbox

- Ethra


The sprawling manufacturing facilities, located across various sites in Italy, collectively span over a million square feet, housing state-of-the-art machinery and cutting-edge production lines.


Forwell's MISSION is to channel Steelbox products into the US market directly to Interior Designers, Retailers, Contractors, and Furniture Representatives, allowing importing directly from Italy or purchase from Forwell's warehouse located in Texas. 


This direct link with its Italian manufacturing entities ensures optimal pricing devoid of intermediaries. Complementing this, a dedicated sales office and technical support team are stationed in Texas. This setup guarantees uninterrupted services during U.S. working hours, negating the impact of time zone disparities and other complications often encountered when engaging with European suppliers.

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Cinzia Pedicone - Italian

Managing Director and Industrial Marketing Advisor - Owner

After completing her marketing education, she dedicated her career to developing her family furniture companies, overseeing a network of 500 clients spanning 5 continents for 20 years. Since 2015, she started serving as a Senior Marketing Advisor for the European Bank for Reconstruction and Development (, assisting numerous furniture manufacturers in countries such as Mongolia, Italy, Tunisia, Morocco, Kazakhstan, and Kuwait, among others to create their marketing strategies. This experience has honed her ability to have a comprehensive understanding of market needs. In 2022, she fulfilled her desire by launching Forwell Furniture in Texas, fueled by the same enthusiasm that has always driven her.

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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