Jeff Baron Named President Of DeCoro USA Ltd.

Furniture World Magazine

Leather furniture veteran Jeff Baron has been named president of DeCoro USA Ltd. He will assume the role on June 1st. According to Dino Di Luca, DeCoro's administration and operations director, Baron will head up North and South American operations. "We are thrilled to welcome Jeff to our young and aggressive team," Di Luca says. "In our search, we have looked for a leader who will be creative as well as effective in building our company here." Formerly president of Natuzzi Americas Inc., and a director of Industrie Natuzzi S.p.A., Baron brings nearly three decades of furniture experience to DeCoro. Throughout the more than eleven years he spent with Natuzzi, the high-profile executive was responsible for North and South American operations, a division that is expected to account for approximately half of the company's business this year. He also was responsible for the international sales and marketing of Industrie Natuzzi before being named president of the American company. "Jeff knows how to build an effective sales team and is a strong addition to our growing company," Di Luca says. "We are honored that an executive of his caliber would choose to join us. He knows the business well and brings with him many years of valuable experience in the leather industry. "Under his leadership, we look forward to further expanding DeCoro sales in the Western Hemisphere," Di Luca says. "DeCoro is an amazing company that has come from nothing to become a factor in the marketplace in just two years," Baron notes. "When I had the opportunity to visit the company headquarters in China, I was overwhelmed by what they've accomplished in such a short period of time. "The company is comprised of young, aggressive and talented people who have built a factory, hired 1,000 intelligent, hard-working and good Chinese people and trained workers with no heritage of making leather products to make a quality and beautiful product," he says. As for why he chose to accept the new position, Baron says, "The one thing that I have missed in my 27 years in the furniture industry is being a partner in the business. Now that I have that opportunity, I intend to make the most of it." DeCoro's 8,000-sq.-ft.-showroom is located in space 774 of the Green wing of IHFC. The company is the first leather manufacturing operation to be established in China. Products, ranging from promotional to upper medium, are manufactured there in company owned facilities and shipped by container loads to customers in the United States, Canada Latin America and Europe. DeCoro is a privately held company which was founded in 1997.