Delma Arredo creates new youth division
By Furniture Today Staff -- Furniture Today, November 4, 2001
HIGH POINT — Italian lacquer case goods producer Delma Arredo has created a separate division for marketing its one-year-old youth category.
The division, Delma Kids, got its start with three youth groups last year. After assessing the demand, the company decided the category needed its own focus.
"Our customers have responded to Delma's typical make-it-different approach toward design," said Alex Petruzzelli, president. "The response to our initial juvenile introduction was so overwhelming that we decided to emphasize it."
Delma Kids is working with raw materials manufacturer Gruppo Frati to create colorful print finishes coupled with fun, functional case goods for children.
"A measure of our success, of course, is in the number of reorders, but to also hear from our retailers that the excitement and freshness that our products creates in their salespeople and consumers is a direction to build on," said Ed Walsh, vice president of sales.
In addition to the new lineup, the company supports Give Kids the World, a 51-acre non-profit resort for children with life-threatening illnesses who wish to visit Central Florida's attractions. Delma pledges a donation to the organization for each juvenile piece sold.
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