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New upholstery source DeLandis Furniture U.S. to show in High Point

Gary Evans, David Perry -- Furniture Today, September 17, 2013

 Image of Chuck RudwallChuck Rudwall

JESSUP, Md. — Bedding importer Classic Brands and its China-based parent, DeLandis, have established a new upholstery division to serve the U.S. market. Home furnishings veteran Chuck Rudwall has been named president of that division, called DeLandis Furniture U.S.

Rudwall has more than 36 years of experience in sales and marketing posts at various home furnishings companies. His key responsibilities at DeLandis will include overseeing the North American day-to-day business operations, as well as launching brand building initiatives and establishing retailer relationships.

Previously, Rudwall was president and CEO of international leather supplier Luonto Furniture, and he was founder and president of LeatherONE Furniture, where he managed all merchandising, marketing and sales functions. He also was vice president of sales at Italian leather supplier SoftLine SpA.

 The cushions in these Florence upholstery pieces from DeLandis are made of memory foam.The cushions in these Florence upholstery pieces from DeLandis are made of memory foam.

"We are tremendously pleased to have someone with such vast experience and commitment to the industry as Chuck at the helm of DeLandis Furniture's North American efforts," said Classic Brands CEO Michael Zippelli. "There is a real opportunity to translate DeLandis's global success to the American market and there is no one more qualified than Chuck to lead that charge. His years of extensive background in both the manufacturing and retail ends of the home furnishings business will be monumental to establishing the company as a leader in the country."

The two companies will show together at next month's High Point Market in International Home Furnishings Center H-1104.

DeLandis Furniture was established as a U.S. brand this year through a partnership between Classic Brands, LLC and DeLandis, based in Quanzhou, China. The U.S. company is headquartered in Jessup, Md., where it keeps its customer service and sales offices. DeLandis was founded in 1998 and manufactures product in two factories in China.

At the Oct. 19-24 High Point Market, the companies will display both mattresses as well as 80 models of sofas, loveseats, recliners and sectionals made with the same high performance visco elastic memory foam found in the Classic Brands products, officials said.

"DeLandis has a rich history in producing quality leather and upholstered products for the global market and, knowing that the American consumer tends to look for the utmost in comfort and durability, we refined our product design to better fit the American home aesthetic with better scale furniture and plusher seat cushions," said Rudwall.

"We are among the first companies to include memory foam seat cushions in all our product offerings. This durable, better quality foam - poured in our own manufacturing facilities - makes DeLandis Furniture a standout on retail floors and clear winner to consumers."

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