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Caliaitalia debuts China line

Divextra features Italian look

Joan Gunin -- Furniture Today, March 14, 2005

HIGH POINT -- Italy-based leather upholstery manufacturer Caliaitalia is debuting at premarket here its Asian-based subsidiary Divextra, featuring Italian looks made in China and sharply priced for the U.S. market.

The 25-frame assortment of contemporary, modern, traditional and transitional styles is dressed in full aniline, corrected grain and microfiber covers.Divextra sofas retail from $799 to $1,199, multi-piece packages from $1,499 to $1,999. The line targets department stores and major independents.The collection, produced in a 250,000-square-foot facility in the industrial zone of Shunde, retains its Italian design influence. The plant, supervised by an experienced management team, is expected to reach its capacity of 200 containers a month by mid-summer, said Mauro Bracciale, vice president of sales and marketing for Caliaitalia USA."Divextra has the ingredients of a sofa made in Italy," Bracciale said, "and all design and product development will remain at our headquarters (in Matera, Italy). We want to offer a product styled in Italy but made in China." Caliaitalia, which ended its marketing relationship with U.S. distributor Italian Leather Seating in late 2004, also is unveiling at premarket 20 Italian-made sofas. The high-end contemporary and modern sofas and sectionals feature down cushioning and thick, full-grain leathers in fashion colors. "Caliaitalia … (is) becoming an upholstery company offering a mix of innovative and competitive collections made in Italy and in China," Bracciale said.The new assortments from Divextra and Caliaitalia USA are being presented in Calia's showroom at 220 Elm.

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Caliaitalia debuts China line

Mar 27, 2005

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