By offering a new People collection, the joint venture can offer a lot to larger retail customers.
ON HIGH POINT MARKET — Two Italian furniture manufacturers, Nicoletti Home and Calia Italia, are offering a new leather movement, the People collection, at High Point Market. The two companies formed a venture, Nicoletti Calia, in 2008 to enter the North American market, purchase raw materials together, share administrative costs and use a combined service and sales team. The People collection is their latest motion furniture line.
In the rest of the global market, the two companies enjoy healthy competition. According to Eustachio Nicoletti, director of the combined company, they are now the second largest manufacturer in the ‘banking district’ of Murgia, Italy. Nicoletti Calia is the exclusive distributor for Nicoletti Home and Calia Italia in the US and Canada.
The People collection features power motion groups made of 100% leather that is manufactured in Italy, with an emphasis on comfort and value. The designs cover transitional and contemporary and are available in a variety of colours.
At High Point Market, an additional 3,000 square feet of space is now dedicated to the People collection at Casa Italia.
“In this market, the company is showing the People collection for the first time, a more mainstream look with a very aggressive price, all made in Italy,” said Nicoletti. “The collection premiered in Europe two years ago with limited SKUs and limited leathers. Our other collections have many leathers, fabrics and colors allowing us to work with many independent stores in the US
“However, now with the People collection, we have one leather with a more limited palette so we can achieve economies of scale to sell to all major customers,” he added.
The company offers flexibility in the field of containers. “We don’t want the customer to have to buy a full container of one style. We want them to try this out; freight costs from Italy fall. This allows us to be aggressive on pricing,” said Nicoletti.
He said his customers wanted a product made in Italy. For Nicoletti Calia, the company can leave Italy within four weeks.
“This is by far the most competitive offer we have for dealers. This is what sets us apart: we keep our Italian DNA. Dealers know we may not be the cheapest, but find value in our offering,” Nicoletti added.
The company said its success lies in the fact that it can offer many options, from high-end to mainstream, to motion to fabric and leather. “It’s a great one-stop shop for our customers in North America,” Nicoletti noted.