Handy Living to launch Angelo Surmelis furniture line
February 10, 2009,
LAS VEGAS — Furniture importer Handy Living has announced a multi-year partnership with celebrity designer and television host Angelo Surmelis to create an affordable yet design-driven upholstered furniture line.
Set to launch this summer, the Modern/Classics line by angelo:Home — which initially will be targeted to Internet retailers — will offer an initial lineup of more than 20 pieces including chairs, sofas, loveseats and ottomans expected to retail from $299 to $799.
The collection will be manufactured in northern China, where the fabric also is sourced.
Handy Living is a three-year-old design and development company that specializes in knock-down upholstery that includes elements of fine furniture, such as pocket-coil and eight-way hand-tied construction. Handy Living's product can be shipped via UPS, making it popular with the growing channel of Internet retailers.
Tom Erdman, general manager for Handy Living, said Surmelis will be closely involved in developing the new line.
"We source all the components and Angelo is involved in every step, from engineering to the choice of fabrics, making this a true collaborative effort," said Erdman.
Handy Living isn't showing at the Las Vegas Market this week, but Erdman and Surmelis are here firming up commitments from retailers who have signed on to carry the line.
Surmelis has been designing furniture for private clients for more than 15 years and owns a Los Angeles design firm, online at www.swell-space.com. He has launched television design shows including "Merge" for Lifetime and "Clean Sweep" for TLC and has appeared on other shows.
"His passion for well-designed furniture at affordable prices mirrors our commitment to offer furniture products to consumers that always deliver quality and value," said Erdman.
Surmelis said the new collection "will speak to the American consumer in a new way, which for us, means elevating style without additional cost."