Caliaitalia debuts China line
By Joan Gunin -- Furniture Today, March 13, 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
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