Daily News
From Home Furnishing Business
Theodore Alexander to Launch Italian-Made Line at October Market
September 14,
2017 by Larry Thomas in Business Strategy, High Point, Industry, Market 
High-end furniture resource Theodore Alexander has been named the exclusive North American distributor of Medea Lifestyle 1905, and will debut the Italian-made line in its showroom at next month's High Point Market.
Designed and manufactured in Milan, Medea Lifestyle 1905 will feature 80 pieces inspired by the furnishings of Milanese mansions of the 1930s. The collection also takes its aesthetic from a juxtaposition of classic antiquity that embraces Italy’s artistic traditions and the great Modern revolution of the Bauhaus under Walter Gropius and Mies van der Rohe.
The company said Medea Lifestyle 1905 "works to create a balance between old and new, conservation and revolution."
“We are pleased to offer the North American market this exclusive Italian line,” said Neill Robinson, President of Theodore Alexander. “The Medea Lifestyle 1905 brand adds a highly sophisticated and appealing modern offering and will nicely complement the range of styles we offer throughout the TA brand.”
Medea was founded in Milan, Italy in 1905, where the company has continued to produce home furnishings for the finest Milanese families and shops for more than a century.
Medea Lifestyle 1905 is a joint venture launched by TA’s parent company, Creative Home Furniture and Medea, s.r.l.
“High Point is the largest home furnishings event in the world, we could think of no better time or place to launch our new lifestyle collection and our distribution partnership with TA,” said Luigi Tagliabue, CEO of Medea Lifestyle 1905. “The collaboration in the showroom with TA is a wonderful opportunity for us to introduce Medea Lifestyle 1905 to North America in an environment where we know it will be executed flawlessly.”
To celebrate the product launch, a ribbon-cutting ceremony will take place Friday, Oct. 13 at 7:30 p.m. at the Theodore Alexander showroom, 229 W. Russell Ave.
In addition, Medea will host a wine-tasting event, "Icons of Italy," on Monday, Oct. 16 at 7 p.m. in the showroom. Space is limited and an RSVP is required. For reservations, send an email to ebreazeale@theodorealexander.com.