Jul22493 19. Estro Collezioni is a young Italian brand born from one entrepreneur’s vision of considering the bathroom not just as a functional space, but as a true room to be lived in with its own identity, style, and the same design importance as every other room in the house. Driven by this industry-shifting perspective, Founder and CEO Alla Tereshchuk founded the company in 2021, ultimately launching in 2022. Alla told us more about her journey below. Alla Tereshchuk first stepped into the furniture industry as a college student. In 2005, she joined a company that, at the time, was considered a pioneer in the distribution, trading, and representation of Made in Italy brands. At the beginning, her role was primarily dedicated to logistics and customs, handling documentation, exports, invoicing, certifications, warehouse organisations, and shipping. Before long, Alla moved into the sales office. She worked directly with customers and suppliers, following offers, orders, showrooms, and companies spanning lighting, kitchens, upholstery, coverings, and more. This varied experience provided her the opportunity to explore the industry from both perspectives and gain an understanding of customer and production needs alike. By 2013, Alla felt that working as an employee no longer offered her the room to grow and learn. She wanted to build something of her very own, with her own clientele, projects, portfolio, and an international network she had developed entirely alone. She established Italian Furniture & More that year, starting with limited resources and a lack of business relationships. This was an intense period for Alla, where every new client had to be won over without relying on an existing structure or a well-known brand name. Working across various markets, and even participating in two US trade shows, Alla gradually grew the company to consolidate it as a general contracting, procurement, and international project management company. At the same time, however, the entrepreneur still held a lifelong desire to create her own line, catalogues, and products that express her unique vision. After years spent learning about, selecting, and selling products from other brands, she was equipped to identify spaces for new innovations in the market. Her dedicated research lay the foundation for Estro Collezioni. “A few years ago, I was asked why I needed two companies,” Alla reflected. “My answer was very simple: ‘With Italian Furniture & More, I sell other brands; with Estro Collezioni, I sell our own vision.’ I started in the operational areas and learned the industry step by step, before leading a company and creating my own brand. This allows me to understand what goes into every vision, to communicate with people in very different roles, and, above all, to not be afraid to start from scratch when I truly believe in a project.” Building Estro Collezioni from the ground up required Alla to tackle many challenges simultaneously: establishing credibility for a new brand, building and coordinating a production network capable of producing complex products, investing without the certainty of an immediate return, and finding her own space in an already crowded market. Following an ambitious path, her team immediately launched a complete collection entitled VANITY.9, whilst also developing nine models, prototypes, catalogues, and the necessary structure to present an entirely new brand. Now, after nearly four years of running, investing, and continuously developing new products, with thirteen unique models in total, Alla feels that Estro Collezioni is preparing to enter a different, more conscious phase. The team approached 2025 as a sabbatical year from product developing, taking the space to examine what had been built, which models had naturally found their place, and what had encountered more difficulties. Today, Alla holds a clear understanding of what Estro Collezioni will introduce and, more importantly, why. Her team is working on the development of three new models that will be introduced by the end of 2026: ISAMBARD, ULTIMA GOCCIA, and BALANCE. Concurrently, the brand is looking to eliminate three models from the catalogue that have struggled to get off the ground, channelling this energy instead on products that have demonstrated a stronger market response. Ultimately, under Alla’s leadership, the future of Estro Collezioni is looking bright and exciting. Alla concluded: “I believe that leading doesn't mean commanding. It means providing direction and creating the conditions for people to express their best selves. Staying kind is fundamental to me. Above all, life requires courage and action.” As an independent spirit, Alla is always ready to build, create, and improve. Refusing to stand still, she looks beyond what already exists, combining determination with the maturity to rethink decisions without losing sight of her vision, and we’re sure her positive impact will continue to radiate out across the industry. Contact: Alla Tereshchuk Company: Estro Collezioni S.r.l Web Address: www.estrocollezioni.com Most Visionary Luxury Bathroom Furniture Design CEO 2026 (Italy): Alla Tereshchuk
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