Computer Wear now Mobelex Designs
By Gary James -- Furniture Today, December 2, 2001
HIGH POINT — HIGH POINT — Reflecting the broadening nature of its product line, lifestyle furniture source Computer Wear has changed its name to Mobelex Designs.
In addition, the company has hired Beth Silverman as its new national sales manager. Silverman joins Mobelex from Hugo Boss, where she directed the fashion house's in-stock program.
"Beth will be directing our effort to expand our penetration in the retail home furnishings channel," said President Jonathan Rosen. "Until now, we've focused our efforts on catalog, contract and housewares outlets."
Until this year, Computer Wear also had a more narrow product focus on computer carts and towers and office chairs. But starting with this summer's NeoCon and International Contemporary Furniture Fair shows, it began expanding its offerings into other categories, including folding chairs, stacking chairs and storage blocks.
"We've added about 50 new items," said Rosen. "About two-thirds of our line is new. We're now so much more than computer gear."
Mobelex, which imports its line from Italy and Spain, currently sells through The Container Store, Reliable Home Office, Brookstone and Relax the Back. With its new effort, the company is aiming to place its expanded line with furniture stores of all sizes, Rosen said.
"We're extremely customer service-oriented," he said. "We stock our entire line at our U.S. warehouse, so we can fill orders of all sizes quickly."
The company showed at the furniture market here for the first time in October, in Plaza Suites space 4-535.
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