Primo International doubles Montreal showroom
By Michael J. Knell -- Furniture Today, May 3, 2004
MONTREAL — MONTREAL— Primo International has doubled the size of its main showroom here to 50,000 square feet as part of a drive to expand its product offerings to retailers across North America.
The showroom is attached to the company's headquarters, manufacturing and finishing facility.
"Even though we have showrooms in High Point, Tupelo and Toronto, this really is our showroom," said John De Falco, vice president of sales and marketing for the privately held manufacturer and importer. "This is a brand new, state-of-the-art showroom that mirrors everything that we're doing and shows the full breadth of our product offerings."
For example, even though Primo was founded in 1967 as a mattress producer, very little bedding is shown in its satellite showrooms. But more than 50 styles are on display here.
"We started out as a mattress manufacturer, and we have customers as far away as Texas, but this is the only place where we show a full assortment of bedding," De Falco said.
The Montreal showroom also has room to display all 200 styles in Primo's leather upholstery line, which is imported from China. "We sell many of the Top 100 retailers in the U.S. and the Top 10 in Canada," he said.
De Falco said Primo regularly brings its retail partners to Montreal. Working one-on-one in the showroom is a key part of the company's growth strategy.
"We're constantly looking for solutions to help retailers find ways to grow their business," said De Falco.
At the High Point market, Primo expanded its offerings in several areas, including its Futon to Go program, which now includes 25 frames, 40 covers and 15 mattresses.
"In this program, we ship a complete set-up, including the frame, mattress, covers and pillows," De Falco said.
Also new to Primo's line are recliners and motion upholstery. Included in its April introductions were more than a dozen recliners, six motion leather sets and a number of glider rockers, as well as sectionals and home theater seating.
"This is the result of some deep collaborations with factories in China," he said.
Primo also expanded its Klick-Klack line of sofa-sleepers. These sofas become beds by lifting the seat, freeing a locking mechanism and letting the back rest flat.
