The new collection marks Primo’s first-ever assortment of bedroom furniture. The initial three bedroom collections will be marketed as Laurier by Primo International. The new collection reflects first-time collaboration of Primo with Laurier Muebles, a Canadian furniture maker.
The initial collection consists of three collections of contemporary and transitional suites made in Malaysia and Vietnam. The furniture features a combination of rubber wood and veneers. Primo will also introduce nine additional collections by late 2010.
John DeFalco, Primo’s senior executive vice president was reported stating that Primo is entering the bedroom category aiming to introduce fresh looks and designs to the market.
Laurier has not manufactured furniture for a while, but the company has a strong reputation for building quality products. Laurier will administer the designs and production of the bedroom furniture and Primo will handle sales, shipping and distribution.
The suites are expected to carry suggested retails ranging from $1,199 to $1,999. Primo will unveil the new bedroom collections and its other lines in its High Point showroom. High Point Market is the largest furnishings industry trade show bringing more than 80,000 people to High Point, North Carolina, every six months.
Primo introduces hundreds of new products across its furniture and mattress lines every year, announcing them in conjunction with the Las Vegas and High Point Furniture Markets.
