What you describe is not 'normal'. Wet or dry crocking which results in dye transfer or loss is a result of insufficient or defective top coating. After the leather was pigmented in the tannery it should have had a top coat applied to seal the leather and prevent such occurances. Bottom line: your piece was made using a bad hide or a bad batch of leather. Since Natuzzi owns their own tannery they are responsible for the problem. In my opinion, It cannot be repaired and should be replaced.

Here is a link that might be useful: The Comfortable Couch Co.