Wearbest to Show Bella-Dura Plush
Carole Sloan -- Furniture Today, August 5, 2006
Garfield, N.J. — Wearbest Siltex Mills will launch the second generation of its Bella-Dura high performance fabric — a collection of 25 designs using a proprietary Bella-Dura Plush chenille yarn.
The introduction of new fabrics, as well as the success of the original Bella-Dura collection and overall strong business is enabling the company to expand capacity by some 12% to 15%, said Irwin Gasner, president and ceo. The company is installing new Sommet looms and Staubli heads for the equipment expansion..
“Business is strong in all areas — both in placements and reorders — for residential, contract and hospitality. And at Showtime, we featured the 'best of Wearbest' and we're doing the best with our best things,” Gasner related.
The new collection will be introduced at Decosit, being held Sept. 9 to 12 in Brussels, Belgium. Fabrics using the Bella-Dura Plush chenille novelty yarn will be available in 40 colors.
The company partnered with American Fibers and Yarns to develop the new proprietary yarn, following the introduction of the first Bella-Dura wovens in July 2005. ”The overwhelming response that we received from the design community convinced us that we needed to expand our product offering,” said Gasner. “A chenille novelty yarn was the next step.”
“Bella Dura Plush is giving us the opportunity to offer texture and the ability to do a whole new look in indoor/outdoor fabrics,” Gasner said.
The development of the Bella Dura program is part of the corporate strategy undertaken several years ago. “We've come a long way from having a single design director with a single viewpoint, to being market driven.”
Gasner sees Bella-Dura Plush as a natural addition to the brand and a springboard to future developments. As for the next development, he is guarded in discussions. Meanwhile, the original Bella Dura yarn has just shipped to the company's Chinese licensee, Zhejiang Babei Textiles. “We're putting a lot of focus for the Asian market on the first collection. I'm not sure when the Bella Dura Plush yarn will go abroad.”
The fabrics carry the same warranty as the original Bella-Dura collection: two years for commercial, and three years for residential usage, as well as all the performance characteristics.
Price points for the new collection are $15.95 to $29.95, with a few possibly higher, he said.
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