• Ray Allegrezza

LAS VEGAS MARKET: Modus, Surmelis team up for bedroom line

Offers look of 'affordable luxury'
 Surmelis and Modus bedroom groupDesigner and HGTV host Angelo Surmelis, visits with Jon Lannertone of Modus, which is offering a bedroom group by Surmelis.
LAS VEGAS — Modus Furniture International is introducing a line of bedroom furniture here from popular HGTV designer Angelo Surmelis.

Surmelis, the host of the makeover show "Rate My Space," was in the Modus space in World Market Center B-662 to get a look at the finished products in Marlow, the line of bedroom furniture he designed for the company.

"The pricing of the items reflects Angelo's mission of being able to provide the consumer with affordable luxury," said Jon Lannertone, national sales manager for Modus. For example, the bed is designed to retail from $699 to $799 and the dressers are in that range as well.

Marlow includes two bedside tables, a leather platform bed, a mirror and chest of drawers. Surmelis said his concept was to create a collection that blends Art Deco and old Hollywood. "To achieve that look, we went with a blend of ebony tops and warm, cinnamon cherry tone bases, tapered legs and for a true custom look, we used square, jewel-like hardware."

"The pricing of the items are right in our power zone," Lannertone added. "And coupled with the fact that all the majors that have been in really liked it, leads me to believe that this is going to be the beginning of great things to come."

Surmelis said he plans to support the launch with in-store appearances down the road.

"The thing I love the most about being with consumers is that they are not afraid to really tell you what they like and what they don't like. That's incredibly valuable information for a designer because you simply can't successfully design in a vacuum," he said.

Lannertone, who said Modus will support the launch with signage, promotional materials and in-store events, said two additional lines are in the works with Surmelis.

More Las Vegas Market September 2009 Coverage 

Ray AllegrezzaRay Allegrezza | Editor in Chief, Furniture Today

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