Primo International takes NFM floor
By Ray Allegrezza -- Furniture Today, February 27, 2006
High Point — Importer Primo International has taken over the entire ninth floor of the National Furniture Mart here.
Soft Line, an importer of Italian leather sofas that has been on the ninth floor, will relocate to the fourth floor.
John DeFalco, Primo International vice president of sales and sourcing, the new 21,000-square-foot showroom will allow the company to provide retailers with a more cohesive and convenient representation of its wares. Previously, Primo International showed on the NFM's third and fourth floors.
"We had 9,000 square feet in each floor," DeFalco said. "But now we have more space and buyers can see our products in one locations, making it much easier for them to shop us."
The company's lines include mattresses, casual dining, leather upholstery and futons.
"In addition to making easier for the buyers, our new and larger showroom will make it easier on our expanded sales force," DeFalco said. "We've been steadily growing our sales force over the last five years. When you have upwards of 60 sales reps, you need adequate room for them to demonstrate the products."
In Las Vegas, Primo International exhibited in temporary space during the recent market, and will lease a space in the World Market Center's second building, due to open for the January 2007 event.
DeFalco said the company plans to introduce most of its products in Las Vegas and use High Point to put together programs with customers.
"Since we now have more space in High Point, we will also use that venue to show our stocking goods and will also use the space to show our furniture in large, accessorized vignettes," DeFalco said.
