Primo International adds rooftop deck at High Point showroom
New space will be open for fall market
Ray Allegrezza -- Furniture Today, September 22, 2010
 The deck offers a bird’s-eye view of High Point and the surrounding area. Primo International will have the deck enclosed in glass, making it a rain-or-shine venue. |
HIGH POINT — Furniture and mattress manufacturer and importer Primo International literally plans to be all decked out for the upcoming High Point Market.
As part of its move to a new 32,000-square-foot showroom on the 11th and 12th floors of the Main wing of the International Home Furnishings Center, the company is adding a glass- enclosed 20-foot-by-40-foot deck.
"As far as know, we will be the only exhibitor at the High Point Market that will have a true rooftop deck," said John DeFalco. Primo's senior executive vice president.
He said the cost of the deck on the 12th floor roof "is north of $100, 000." It will feature a ramp to make it fully handicapped accessible.
"The view from the top of the 12th floor is amazing," DeFalco said. "The plan is to serve lunch to our buyers on the deck during the day and to use the deck to entertain our buyers in the evening."
 High Point’s Main Street was temporarily closed — a rare occurrence — so Primo International could build a rooftop deck outside its new showroom in the International Home Furnishings Center. |
He also said the company is building an Internet café adjacent to the deck.
"At the end of the day, our objective is to not only offer our customers compelling values on our furniture. We also want to do whatever we can to help them be productive and comfortable while at market," he said.
Before the move to the IHFC, Primo International showed in a 17,000-square-foot space in the National Furniture Mart.
"Our new space at the IHFC is almost twice as large, which will finally allow us to show a more accurate representation of the breadth and depth of our mix, including showing matching chairs and loveseats with our lineup
of sofas," DeFalco said. The new showroom also will include the company's comprehensive bedding lineup in a 5,000- square-foot sleep shop format.
"As a result of a collaboration earlier this year wit Laurier Muebles, a Canadian company that had made case goods, we entered the bedroom category with an initial assortment of three bedroom collections that are being marketed as Laurier by Primo International," DeFalco said.
At market, which opens Oct. 16, Primo will add five additional bedroom suites as part of that collaboration.
 Workers from Suburban Construction in High Point prepare to pour concrete on the new Primo International deck. |
More High Point Market October 2010 Coverage
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Primo International adding three bedrooms to lineup
Apr 17, 2010 -
Primo moving to larger space at IHFC
Oct 4, 2010
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