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DeCoro: Value provider

By Furniture Today Staff -- Furniture Today, March 3, 2002

Incorporating Italian hides with Chinese labor, DeCoro has aligned itself with consumer value.

The five-year-old Italian-owned company received a boost with the June 2000 hiring of Jeff Baron, former president of Natuzzi Americas. Nearly two years into the job, he has proved a formidable player on the leather field.

Rather than being characterized as a style leader like Chateau d'Ax or as a big volume seller like Natuzzi, DeCoro has positioned itself as a price leader.

DeCoro, for instance, ruffled some feathers last market by promoting leather frames at wholesale prices of less than $500 ($999 retail).

The company's total sales were at approximately $60 million when Baron signed on.

Baron

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