DeCoro offering its largest ever; motion featured
Joan Gunin -- Furniture Today, March 31, 2003
Shenzhen, China — DeCoro USA is rounding out its line with 50 new styles at this week's High Point market, with a heightened emphasis on motion upholstery.
"We are very excited about our new collection, coupled with our new 10-week delivery schedule," said Luca Ricci, president of DeCoro, an Italian-owned enterprise with production in southern China. "This is our largest collection ever, tied into our new factory."
Ricci sees his company as a midpriced supplier focusing on the $899 to $999 retail price points for stationary sofas.
"We offer promotional prices but we are not a promotional line," Ricci said. Eight of the new frames are promotional, with the rest midpriced.
"We have seen our biggest growth from the middle range, as well as at the higher end with DeNovo, which is not as huge in volume but is equally important to offer to our customers who sell better goods," he said.
DeCoro introduced the DeNovo line in October and is adding 10 or 11 frames this market at starting price points of $1,299. "We are emphasizing modern styles to fill in styling voids," Ricci said.
The motion group is gaining 17 frames, including sofas, chairs and sectionals, all with Leggett & Platt mechanisms.
"All of our motion groups will be presented in leather and microfiber," he said. The collection is being shown in a 3,000-square-foot dedicated space across the hall from DeCoro's main showroom at H1147 in the International Home Furnishings Center.
Leather motion seating, largely in transitional looks, is retail priced at $1,099 to allow dealers to promote it at $995, said Larry Crink, DeCoro's newly named executive vice president of sales.
The company also is unveiling its first home theater group, as well as a full collection of leather recliners to retail at $599.
Some contemporary stationary frames accented with chrome legs are joining the line. Woven frames made of such natural fibers as rattan are presented in two finishes.
Also featured are new leathers from Elmo and Cuoieto. DeCoro has an exclusive arrangement with Cuoieto, a noted leather producer in Italy's Forli region.
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