Interline Italia tests display concept
By Joan Gunin -- Furniture Today, September 15, 2003
Jamestown, N.C. — Midpriced leather and microfiber upholstery producer Interline Italia will roll out Spazioggetto, a multi-featured merchandise display concept already in use in Europe, this month at five retail sites in New England.
"Our first two test systems in North America will open in New England in late September," said Johne Albanese, president and chief executive officer of Interline Italia's North American subsidiary. "The others will follow on a pretty rapid pace. And we are excited to be able to show the new concept in our new showroom at market."
Albanese said Spazioggetto "has some features of traditional gallery programs and a wealth of features from retail display systems used by the fashion and apparel industries but that haven't yet been available in our industry." The concept mixes dark wood fixtures and flooring with aluminum accents.
The "all-inclusive" package features flooring, lighting and fixtures in a ready-to-assemble format. The system is easily installed on existing flooring, uses existing ambient lighting, and can be operational in as little as two days, Albanese said.
Rosa Urgo, Interline's director of marketing and design, and her staff have developed occasional tables, lamps, area rugs and tabletop accessories to be included in the concept. The items are all exclusive designs made in Italy, and will be sold under the Interline Italia brand.
"We felt it was important this merchandise display system feature only Italian merchandise, giving the consumer a complete Italian design experience," Urgo said.
Interline won't require retailers to pay any out-of-pocket costs for the system. The company said it is doing what manufacturers in most industries do in taking responsibility for the visual display of their products at retail, in order to create a consistent and viable presentation of products and help the retailer maximize sales.
"Nor do we ask the retailer to pay for fixtures," said Vito Urgo, Interline's general director. "They are making a commitment of space, while we provide a way to create excitement in that space for their salespeople and the consumer. The end result is very productive square footage."
