About us

Bespoke, Luxury and Custom Modern furniture representing the Italian Elegance.

Primo provides an ambiance that is at once approachable and full of character, that refocuses the concept of fine living on the true meanings of comfort. Located in the heart of Mumbai City, Primo offers a thrilling experience of superior taste, service and products. Primo was conceived in 2009 by the founders, Anish Shah and Dhaval Shah, and built across 12,000 sq ft area with more than 100 displays, we offer you unlimited choices in luxury home furniture with our customization option. With friendly and easily accessible staff your trip to the store is guaranteed for a remarkable experience.

Since every piece of furniture is designed specifically for you, our bench of designers and artists take into consideration every detail, thereby creating timeless pieces of art that will be a part of your daily life. We work with the best artisans locally and around the globe who have honed their craft to give the exact stroke, cut and curve to create immaculate and timeless pieces.

We have also curated products from the best companies in Italy to furnish your dream home. Having displays from multiple brands, gives you varied options for selection, and helps us to showcase the latest designs which are trending in the industry. All our associate brands are trend setters when it comes to innovation in design, function and aesthetics. Each piece is carefully designed using the finest raw materials to ensure that the piece you love shall be with you for a long time.