Imagine waking in a snug 12-square-metre wooden cabin, enveloped by silence and vast windows framing pristine landscapes. This is the dream Friland, a Friulian startup born in 2020, is turning into reality with a bold plan to scatter 100 tiny houses across Italy by 2028. The journey begins at Sardinia’s breathtaking Scivu oasis, with Trentino and Lombardy next on the horizon, delivering immersive, sustainable hospitality wherever it lands. Backed by Zest and Lifegate Ventures, Friland has launched a €500,000 capital increase and an equity crowdfunding campaign on Mamacrowd, which soared past its €200,000 minimum target on opening day and will close on 6 June. The funds will fuel new cabin purchases, enhance commercial efforts, and support research, including a study with the Universities of Trento and Padua to quantify nature’s mental and physical benefits. Since 2021, Friland has welcomed some 10,000 guests to its petite wooden abodes, designed for those seeking wellness, solitude, and disconnection. This aligns with the booming wellness tourism sector, valued globally at $830 billion, up 19% from pre-pandemic levels, and in Italy at $3.2 billion, with an expected annual growth of 10.2%, per the Global Wellness Economy Monitor 2024. Outdoor tourism is also on the rise, with 22% of Italians opting for nature-based holidays in 2023, according to Enit.
Friland stands out with a highly efficient business model, boasting some of the lowest start-up costs in hospitality, a splendid 65% gross margin, and minimal environmental impact. Its cabins, simple to install or relocate, require scant maintenance—a format that’s captivated the globe. In late 2024, Marriott acquired the 1,200-unit Postcard Cabins network in the US, while ventures like Unplugged in the UK, Raus in Germany, and Unyoked in Australia thrive. Sustainability lies at Friland’s core: in 2024, it generated 7,412 kWh of solar energy, preventing 4 tonnes of CO2 emissions, with a goal of 32 tonnes annually once the 100-cabin target is met. Its eco-minded guests used just 44 litres of water daily, compared to the national 200-litre average, reflecting a green ethos that pairs with Friland’s light, reversible model, which brings visitors to protected areas without marring their beauty. “Friland stems from the belief that one can live vividly without leaving permanent marks,” says Luca Ricchi, co-founder and CEO. “We aim to craft spaces that strip away the superfluous, revealing freedom, silence, and the natural rhythm of life.” Leading the charge are Ricchi, with an MBA from Esade and a stint at Adidas, and Gabriele Venier, raised among Friuli’s mountains and trained in industrial design, who blends tech expertise with a passion for nature. With its innovative, sustainable vision, Friland is set to redefine Italian tourism, inviting all to rediscover themselves in the embrace of the wild.
