High Point, N.C. - Lazzaro Leather generated record-breaking levels of attendance and orders at the October High Point Market thanks to a series of aggressive moves designed to strengthen its brand and market presence.
The moves included a new, much larger showroom in IHFC's Commerce wing; a series of major introductions across a wide range of furniture categories and styles; the launch of AYL, a new leather handbag program; and the development of a new brand identity that positions Lazzaro as "the destination for global style."
"We took a number of bold steps this market, and the response we received from buyers was overwhelmingly positive," said Lauri Cryan, who was promoted to president of the company in June. "Retailers loved our new showroom and the dramatic vignettes we created to showcase our latest introductions. They also liked that we had more room to display our best sellers, since those are an important ingredient in many market-buying decisions."
Lazzaro kicked off its market with a ribbon cutting and party on Friday, October 16. The event, attended by leading retailers and the media, represented the official unveiling of Lazzaro's new 16,122-square-foot showroom. The company nearly doubled its space for October's market to create more room for an increased slate of product introductions as well as the nearly $2 million in product that the company stocks in its North Carolina warehouse.
Lazzaro's new showroom featured an artful design with a travel theme and included a safari-inspired display, a room with a Colonial Shanghai motif and a new reception area inspired by the feeling of a classic hotel lobby.
"We provided our retailers with a host of creative, on-trend ideas that they can use to bring a new level of excitement to their own store presentations," said Cryan. "These engaging, high-energy vignettes gave buyers a better sense for how various pieces in our diverse, fast-growing line can be mixed and matched for maximum impact."
At market, Lazzaro introduced a huge assortment of new products, including new leather seating and occasional products, a revived dining chair program and the new LEA line of eclectic accent and lighting items. Among Lazzaro's many market hits were a new contemporary sofa in a stunning midnight blue leather; a stylish accent chair in an edgy, graffiti-inspired cover; and an elegant drum table in polished brass.
Also placing well was the AYL leather handbag program. Initially previewed to retailers with a select number of pieces at the spring market, the program now includes more than 50 leather purses, portfolios, briefcases, wallets and backpacks.
"The e-commerce channel is very excited about this," said Cryan. "eBags has signed on, and we're also in the process of setting up a program with Nordstrom, whose furniture buyer visited our showroom for the first time this market."
Cryan added that several conventional furniture stores also expressed interest in adding the handbags "as an accessory item that they can use to stimulate new traffic and sales."
"Lazzaro's theme with all its introductions this market was a 'journey through craftsmanship,'" added Cryan. "We put together an inspiring mix of unique designs that reflect our increasingly global and interconnected world."
About Lazzaro Leather
Lazzaro Leather is the exclusive distributor for the United States, Canada, Mexico and Costa Rica of Guangdong Lazzaro Sunton Leather Goods, a 26-year-old leather tannery and quality furniture manufacturer located in Shunde, China. The frames of Lazzaro's upholstered furniture and other furnishings are constructed of kiln-dried birch hardwood indigenous to the Shunde area that is virtually knot free and bolted for stability. Lazzaro uses only 100 percent U.S. cowhide in its tannery - covers that are known for being larger and having fewer defects. Lazzaro offers solid-color leathers with a slight waxy hand for its more contemporary designs as well as vintage antiqued leather finishes for more traditional models. Since the company tans its own hides, it is able to monitor the quality in all facets of the tanning process to ensure consistency as well as quality finishes.
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