Upholstery source D'Oro to debut at High Point Market
Tom Schmidt, Vito Morelli hired as key execs
Furniture Today Staff -- Furniture Today, October 12, 2009
DALLAS — Asia-based manufacturer Woodworth Wooden Inds. has launched a factory-direct brand of leather and fabric upholstery called D'Oro Furniture Inds.
Tom Schmidt, most recently president and CEO of Chinese leather upholstery producer Soflex USA, has been named president of the new venture.
Vito Morelli, a veteran of leather furniture makers DeCoro and Natuzzi, will oversee production and leather developed at the D'Oro facility in Vietnam.
D'Oro will offer product across the style spectrum featuring Italian design and construction. The company is targeting retail price points from $499 for bonded leather or fabric to $1,499 in all leather. About 90% of the line will be in leather, 10% in fabric.
D'Oro will operate as a free-standing independent upholstery business, with the backing and support of parent Woodworth, which will continue to supply case goods to manufacturers. Woodworth is an established producer of OEM case goods for a number of U.S. customers.
"Woodworth has manufactured case goods for U.S. customers for some time but his new effort, D'Oro, marks its initial push for an upholstery line that is not contract or OEM but is direct to the retailer," Schmidt said. "D'Oro's ability to mix up to four different styles on one container reinforces this factory-direct relationship."
A companion warehouse program that will launch early next year will support the D'Oro container program.
D'Oro will show for the first time at this week's High Point Market at 300 S. Main Street, at Green Drive, above the High Point Visitor Information Center.
More High Point Market October 2009 Coverage
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D'Oro Furniture launches, names Schmidt president
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