Bellini Custom Upholstery Boosts Sales for Decorum Furniture

Furniture World News Desk on 6/20/2024

Bellini Modern Living, a distributor of modern Italian furniture, is enhancing sales for Norfolk, Virginia-based Decorum Furniture with a custom, domestic upholstery program offering over 70 European performance fabrics and delivery within eight weeks.

Shawn Griffey, co-owner of Decorum Furniture, stocks Bellini Modern Living’s furniture to introduce unique European styles to Norfolk. As a member of the Contemporary Design Group (CDG) buying group with extensive experience in importing, he values Bellini’s Made in Italy products, which are in stock and available for immediate shipment from the company’s Toronto warehouse.

“You always want to work with vendors that carry Italian-made products that you can get quickly,” Griffey said. “During Covid, I found a consistent flow of goods from Italy more reliable than from U.S. manufacturers. That’s when Bellini Modern Living launched its custom upholstery line made in Canada.”

With five Bellini groups on the floor, the ability to customize high-end yet affordable pieces is significant for Decorum Furniture and its customers. Griffey highlights the tailoring quality and fabric selection as key benefits of Bellini’s special-order lineup, adding, “Customers have responded really well because it’s so easy and the exceptional tailoring details show beautifully.”

Decorum Furniture recently featured Bellini’s Fiona sofa on a billboard, attracting new customers specifically to purchase the product. Griffey noted the positive impact of this marketing effort, wishing for more floor space to expand the line.

Hossein Azimi, CEO of Bellini Modern Living, stated, “Local retailers like Decorum Furniture continue to see growing interest in our custom upholstery program because customers want to be more involved in the design process. We offer a streamlined way to customize contemporary pieces with European fabrics, colors, and textures created by our design team.”

About Decorum Furniture
Decorum Furniture was founded in 1975. Its 25,000-square-foot retail location helped transform the historic Ghent district in Norfolk. Its team of 20 employees includes experienced sales associates and designers that assist consumers in curating their homes. 

About Bellini Modern Living
Founded in 2002 in Toronto by Azimi, Bellini Modern Living is a leader in the home furnishings category, offering an extensive collection of high-quality yet affordable products. Known for its premium upholstered leather offerings, the company also has a strong presence in case goods, including dining-room furniture, accent pieces, home office products, and more. The company entered the U.S. market in 2007 and has been continuously expanding its industry presence. For more information, visit www.bellinimodernliving.com.