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From Home Furnishing Business
Bellini Modern Living Popular Quick Ship Line Adds Group
May 18,
2023 by HFBusiness Staff in Business Strategy, Industry 
The growing popularity of Bellini Modern Living’s new made in Canada, quick ship custom upholstery line has led the company to add a fourth group: Zurich, a modern modular pillow-back sofa with three deep seats, slim track arms and plush lumbar pillows for personalized comfort.
The new group arrives on the heels of three distinctly clean-lined modern and contemporary groups introduced at the High Point Market last month with three down-filled sofa silhouettes, two chaises, one armchair and a curvy swivel.
All three groups, as well as the new Zurich are set to begin shipping in early June and are expected to hit retail floors across the U.S. and Canada as early as July. More new designs are already in the pipeline according to Hossein Azimi, chief executive officer of Bellini Modern Living.
Each of the four groups ships from Toronto in six weeks or less in a choice of European performance fabrics in high fashion colors and luxurious textures. Constructed with solid wood frames and no-sag spring cushions that feature extra layers of down and foam to ensure the plush cushions retain their shape and superior comfort, the new collection draws on Bellini’s roots in Italian design and its founder’s experience in the manufacture of couture-level upholstered goods.
In returning to his roots in the upholstered furniture category Azimi said his goal in designing the new sofas, chairs and chaises was to make them as exceptional inside as out, and to fill a void in the marketplace for modern and contemporary custom goods that could ship quickly.
Four groupings of 10 fabrics are all performance-rated for easy care and livability. While Azimi is currently meeting with suppliers to explore additional fabrics for the new designs already underway, he plans to continue to tightly curate the custom fabric offerings—ensuring the program’s simplicity for shoppers and fast shipping.
“We went to High Point this Spring with three, exquisitely tailored upholstered groups intending to make a statement and we did,” Azimi said. “In a time of economic uncertainty, when most companies are trying to figure what to take out of their products to make them more profitable, we chose to spare nothing, and it paid off,” Azimi said.
“Dealers immediately recognized the value of what we are offering, and even those who typically only make commitments during Market chose to place orders while they were at the show. Now, to satisfy the demand, and help them drive traffic into the stores we are moving quickly to expand the line,” he added.