Brazil's Sierra targets U.S. with upholstery line
By Powell Slaughter -- Furniture Today, June 21, 2004
Gramado, Brazil — Gramado, Brazil— Full-line Brazilian manufacturer Sierra Furniture has introduced the Santofficio American Collection, a new upholstery program targeted at the U.S. market.
Santofficio American, which debuted at the Salão do Móvel Brasil show here in March, includes 35 sofa models and 15 chairs with more than 600 fabrics available, including microfibers, silk, wool, leather, cotton, linen and velvet. Sierra is sourcing the exclusive fabrics from four Brazilian mills. Sofas will retail from $1,500 to $3,000.
Sierra retained American designer Carlos Fernandez, who's worked with Lazar Inds. and Beverly Interiors, to develop the new upholstery program.
A full-line powerhouse in Brazil, Sierra has worked for several years to establish its case goods line in the U.S. market, but withdrew from the High Point market last fall to reorganize its efforts in the States. The company now focuses its U.S. residential case goods efforts on OEM sales, and placed product in both the Southport and Brownwood showrooms at the April High Point market.
Unlike the case goods line, Santofficio was designed from scratch with the U.S. market in mind, using American-size frames and contemporary and modern traditional styles that target U.S. consumer tastes.
"We'll focus on stores and designers at the higher end with competitive prices at that level," said Eduardo Rech, export director for Sierra.
Sierra has arranged warehousing in Miami, where the company also maintains a showroom to bring in potential customers for private showings of the new upholstery.
"We'll also maintain a small stock in Miami for quick shipping," Rech said.
On the case goods side, Sierra has developed a South American hardwood with strong oak characteristics that it's using for a new line of bedroom, dining and occasional. The collection has applications in the U.S. market, Rech said.
The new collection has dustier, richer finishes than those typically found in Brazil, in both light and dark tones.
This summer, Sierra will add 230,000 square feet to its existing 400,000-square-foot plant in Gramado, with a new American finishing line set for installation soon after.
"We're also importing Italian machinery to bend solid wood, as well as new laser machinery for cutting details in solid wood," Rech said.
