Daily News
From Home Furnishing Business
DeLandis Furniture to Add Power Motion to DeCoro
September 13,
2016 by Jane Chero in Business Strategy, Industry 
Leather upholstery resource DeLandis Furniture, which acquired the DeCoro name and intellectual property last year, has reengineered several DeCoro stationary frames to incorporate power motion in more upscale designs.
stationary frames to incorporate power motion in more upscale designs.
Officials at DeLandis see a strong market for motion designs that break away from “the typical overstuffed, man-cave sofas and sectionals,” but incorporate the features many consumers want in a more sleek, stylish design.
Larry Crink, DeLandis’ president of sales and product development, was senior vice president of DeCoro for more than three years, where he worked on design, merchandising and sales.
“The DeCoro motion designs are clean, transitional designs that are the antithesis of ‘bubba motion’ that is so prevalent in today’s arena,” Crink said. “These frames can easily stand alongside stationary leather frames and blend in seamlessly. We’ve incorporated strong, creative designs that put a completely new spin on motion upholstery, and we expect exponential sales coming from this collection.”
The DeCoro motion collection currently boasts four frames, and two designs are being added to the collection. All of the frames will be on display in the company’s showroom at Plaza Suites-407 at next month’s High Point Market.
The collection will eventually include up to a dozen frames culled from the DeCoro sketchbook, based on which styles can be engineered to accommodate motion mechanisms and design, Crink said. Following suit with DeLandis’ merchandising protocol, the DeCoro motion will feature top-grain leather, the company’s signature gel-infused memory foam seat cushions and power recline mechanisms.
Power motion sectionals retail from $1,999, and power motion sofas will start at $999 retail.
“Each of these classic contemporary and transitional designs now feature our power motion mechanism giving them selling power,” Crink said. “The designs truly elevate the motion upholstery design playing field.”
DeLandis Furniture was established as a U.S. brand in 2013 through a partnership between Classic Brands, LLC and DeLandis, based in Quanzhou, China. The U.S. company is headquartered in Jessup, Md., where it keeps its customer service and sales offices.