Primo International adding three bedrooms to lineup
By Ray Allegrezza -- Furniture Today, April 17, 2010
MONTREAL —
Primo International is broadening its offerings at this week's High Point Market with its first-ever assortment of bedroom furniture.
The initial three bedroom collections from the Canadian furniture and mattress manufacturer and importer, set to be marketed as Laurier by Primo International, also reflect a first-time collaboration between Primo and Laurier Muebles, a Canadian furniture maker that had exited the business a few years ago.
According to John DeFalco, Primo's senior executive vice president, the company decided to enter the bedroom category with the goal of bringing fresh looks and designs to the market.
While Laurier has not manufactured furniture for a while, the company still has a strong reputation for building quality products that feature clean, crisp lines, according to DeFalco. He said Laurier will oversee the designs and production of the bedroom furniture and Primo will handle sales, shipping and distribution.
DeFalco said the initial rollout consists of three collections of contemporary and transitional suites made in Malaysia and Vietnam featuring a combination of rubberwood and veneers.
The company said it has nine additional collections currently under development that will be introduced later this year.
Each of the groups set to debut at market includes a bed, dresser, chest, mirror and nightstand. Slated to reach retailers by June, the suites are expected to carry suggested retails ranging from $1,199 to $1,999.
“This latest addition to our lineup marks another step in our journey to be a whole-home source,” DeFalco said.
Primo is showing the new bedroom collections and its other lines in its High Point showroom on the ninth floor of the National Furniture Mart.
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