Soft Line S.p.A. Stresses "Made In Italy" In Effort To Counter Chinese Made Leather Upholstery

Furniture World Magazine

In the highly competitive world of leather upholstered furniture, confirming product authenticity — its origin of design and craftsmanship — are critical marketing differentiators for market savvy retailers wanting an advantage.   Soft Line S.p.A., an Italian-based source of high-styled moderately priced Italian leather upholstered goods, is stressing the power of its “Made in Italy” label to confirm a market distinction that attracts discriminating consumers. Soft Line’s United States offices are in Greensboro, North Carolina.   “In the marketplace, consumers who actually seek bona fide Italian designed and made leather furniture are a rich vein of business we know exists and want to satisfy,” said Guy Ray, senior vice president. “Of course, the key is providing retailers with the merchandise and tools to know how to attract and cultivate this significant mindset. We think we’re doing it with a marketing concept known as the Italian Edge, which recognizes a reality of the market.”   Soft Line’s edge is its product’s “provenance,” a marketing term confirming the importance of origin. With a highly visible “Made in Italy” hang tag on every sofa, and ottoman, the company’s aggressive marketing of authenticity constitutes a proactive way to maintain high visibility in a market inundated with Chinese-produced “counterfeit” leather upholstery promoted as Italian.   “All I know is you don’t go to a Chinese restaurant if you want authentic Italian food,” Ray asserted. “For progressive retailers wanting an Italian Edge, they have to provide real Italian leather upholstery that discriminating consumers want, yet still maintaining a well-balanced merchandise assortment to appeal to all segments.”   At Market, Soft Line realigned its product assortment to include high value Italian leather upholstery in the highly competitive $599 to $899 retail price arena, at prices below less comparable Chinese-made goods and shipped weeks faster.