Creativity Meets Brand Strategy
Interview with Koici Tschang, CEO of Osama S.p.A.
Whether stationery, creative products, or design objects for the living area – the Italian brand provider Osama S.p.A. has evolved from an importer of Japanese writing instruments into a diversified, international company over nearly six decades. With a broadly positioned brand portfolio, three clearly structured business segments, and strong licensing partnerships, the company is today present in more than 90 countries.
Wirtschaftsforum: Mr. Tschang, Osama has a long company history. How did it all begin?
Koici Tschang: The company was founded in 1967 by my grandfather Mario Chang. Our family has Chinese roots, and early on we maintained close relationships with the Far East – especially Japan, Taiwan, and China. Through these contacts, we became one of the first distribution partners for Japanese stationery brands like Mitsubishi Pencil. Over the decades, we have greatly expanded our range and opened up new business areas.
Wirtschaftsforum: Today, Osama is much more than a stationery dealer. What is the current structure of the company?
Koici Tschang: We have three business units: ‘Writing’ includes writing instruments, colors, sewing and office accessories. ‘Living’ covers products for the household – from home textiles to decorative items. The third unit, ‘Promoting’, specializes in the loyalty and promotion market, where we work with our own brands and strategic licenses like Pantone, Head, and Fratelli Guzzini.
Wirtschaftsforum: What milestones have shaped recent developments?
Koici Tschang: In 2023, we acquired Morocolor Italia – a company with a long tradition in creating art materials under the brands PRIMO and CMP. In 2024, we followed this with the acquisition of Nava Design, an international icon of Italian product design. Both purchases have expanded our portfolio and strengthened our positioning in premium segments.
Wirtschaftsforum: How does Osama stand in the international market?
Koici Tschang: About 60 to 70% of our sales are made abroad, in the 'Made in Italy' sector even 86%. Europe remains our main market, but we see great potential in Asia and the USA. With our brands, we are represented at international leading fairs such as Creativeworld Frankfurt, the Spielwarenmesse Nuremberg, or the Maison&Objet.
Wirtschaftsforum: What are your key success factors?
Koici Tschang: We listen closely to our customers and closely monitor the market, focusing on high product quality, innovation, and sustainable materials. Furthermore, our customers benefit from short delivery times – thanks to large inventories and our new B2B e-commerce platform, which will be available across Europe from 2026.
Wirtschaftsforum: What specific advantages do you expect from launching the new platform?
Koici Tschang: The platform will enable our trade partners to access our complete range quickly and easily – with real-time information on availability, prices, and delivery times. Orders can be placed directly online, which significantly speeds up the process.
At the same time, it helps us internally to automate processes, minimize sources of error, and respond even faster to market changes. It is a strategic step towards greater transparency, efficiency, and customer orientation in B2B business.
Wirtschaftsforum: Today, sustainability plays a central role in nearly all industries. How is Osama positioned in this area?
Koici Tschang: We implement sustainability where it has direct impacts on product quality, processes, and market acceptance. At our production facility in Padua – acquired through the acquisition of Morocolor – we produce around 85% of the PRIMO and CMP products ourselves. This ensures our control over raw materials, processes, and standards, especially regarding products for children. In the licensing sector, we work with partners like Fratelli Guzzini, who use recyclable and bio-based plastics. In parallel, we invest in automation and digital production control to use resources more efficiently.
Sustainability for us does not only mean using eco-friendly materials, but also setting up our manufacturing in a way that it remains permanently competitive – with consistently high quality.
Wirtschaftsforum: What plans do you have for the future?
Koici Tschang: We want to further internationalize our brands and open up new markets – especially in the USA and Asia. A key objective is to continue strengthening PRIMO as a leading creative brand in the education sector. Additionally, we are investing in CRM systems to digitally enhance customer loyalty. Our claim always remains the same: to delight people with products that combine design, functionality, and responsibility.