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Incanto Divani launches new retail concept

Tom Edmonds, Joan Gunin -- Furniture Today, October 30, 2006

Italian leather upholstery maker Incanto Divani will introduce Studio Incanto, its "shop within a shop" concept, at this week's market here.

The studio concept is expected to increase sales in the United States of Incanto's medium-priced Simboli line as well as improve the company's point-of-sale presence.

Simboli is one of three Incanto collections. The others are Giovanni Sforza Collection at the high-end, and Sofitalia, its promotional line made in Brazil.

Studio Incanto will feature complete room settings dedicated to the Simboli offerings, said President Giovanni Sforza.

A typical shop presentation will measure 1,000 to 1,300 square feet and hold a minimum of six frames. About 80% of the models displayed will feature leather upholstery with the remainder dressed in fabric covers.

"This system of shop-in-a-shop will provide retailers with tools for developing sales, making full use of Incanto's trademark," Sforza said. "Studio Incanto will enable clients to set aside and furnish a part of their shop with a complete display system, ranging from the sofas themselves to decorations, photographic panels and sales-support tools."

He added, "Together with the bestselling models already sold in the United States, we will show several new products that are the result of intense analysis of the American market and its expectations regarding Italian design."

Featured among the introductions is the I-415, a linear modular scatterback sectional combining elements of traditional and modern design.

At market, the company shows in Furniture Plaza, space 214.