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Starr to head Natuzzi Americas

By Joan Gunin -- Furniture Today, September 23, 2001

HIGH POINT — Former Thomasville president Fred Starr has been named president and chief executive officer of upholstery giant Natuzzi Americas, effective Oct. 1. He becomes the third person to hold the title in 18 months.

Starr, 68, succeeds Dino Lorusso, who requested reassignment to Italy to spend more time with his family.

Lorusso had replaced Jeff Baron, who took a post with competitor DeCoro U.S.A. in May 2000. Lorusso will be Natuzzi's sales and marketing director for Scandinavia, the United Kingdom, Ireland, Germany, Austria, Belgium, the Netherlands, Luxembourg, Africa and the Middle East.

Starr retired from Thomasville in 1998 after 16 years as president and CEO. During his tenure, Thomasville shifted from a broad distribution strategy to a tighter focus on galleries and freestanding Thomasville stores.

Starr reports to Pasquale Natuzzi, chairman and CEO of Natuzzi, who said, "Fred and I have found common understanding and agreement on Natuzzi Americas' future challenges and opportunities."

Said Starr, "Natuzzi has really strong relationships with its retailers. My initial reaction is to stay out of the way because Natuzzi has been so successful. But I feel there remains a lot to do, built around the very strong positive relationships between Natuzzi, its retail base and its consumers.

"My hope is that I can strengthen existing retailer relationships. There are huge opportunities ahead and we intend to go after them," he said.

Starr said he will visit dealers in the United States and Canada to "thoroughly understand how the product is being presented in the store and how it is being promoted and advertised. It is a highly salable product and I am interested in the chemistry between salesperson and consumer."

Starr declined comment on Natuzzi's plans to open a company-owned store in Greensboro, N.C. Natuzzi has indicated it plans to launch its "decorator concept" — lifted from its Italian-based Divani & Divani retail franchise operation — in some form in the United States.

In a recent conference call, Natuzzi said he plans to open the first store in North Carolina next year, and develop U.S. franchised stores.

Starr said he was impressed with Natuzzi's focus on all aspects of product sell-through, encompassing retailers, consumers, floor space, sales training, point-of-sale and delivery. "Their whole focus is to make dealers more successful with Natuzzi products," he said.

Under the organizational structure, Natuzzi Americas' three executive vice presidents, Gaetano DeCataldo (operations), John Phillips (sales) and Johne Albanese (marketing and retail), report to Starr. The leather producer's four regional vice presidents, Bob Petril (East Coast), Les Herman (Midwest), Hugh Landes (West Coast) and Alex Cavoti (Latin America), continue to report to Phillips.

After retiring from Thomasville, Starr was involved in several business and civic activities. Most recently, he was a part owner and consultant at Style Craft Metal Beds.

He continues to be involved in developing an interactive section of the Greensboro Children's Museum devoted to furniture manufacturing, which will open this year.

Starr

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