by Alex Milstein
Bellini Modern Living, one of the latest full-line manufacturers to get into the outdoor category, is taking on the wholesale side of the business with its newest outdoor line.
Its first outdoor line, the Italian Garden collection, was geared toward hospitality and featured just a few small pieces. But the breadth of its latest 16-piece Marinello collection shows that the company is dedicating itself to outdoor in a big way.
When the company decided it wanted to leap into the residential side of the business, it created an outdoor program that furniture retailers can get behind — with competitive price points for high-quality, Italian-made outdoor furniture that can be used indoors or out.
“The beauty of this whole collection is that it can be used inside or outside, which is a huge trend in the outdoor category right now,” CEO Hossein Azimi tells Casual News Now. “The price points are also aggressive, ranging from $1,600 to $2,599 for a sofa, and $499 to $599 for a chair.”
While the new collection features common outdoor materials — like teak, aluminum and performance fabrics like textured boucle to bring that indoor feel outside — the key differentiator is the casing around the cushion. This prevents water from entering the cushion, which means it drys much quicker. In a “microwave” world where everyone wants everything immediately, quick-dry cushions is a huge benefit.
“Our cushions don’t allow water to sit in the foam for a long period, and that makes the stuffing last four times as long,” Azimi adds.
He also says that carrying residential now allows for unique furniture that Bellini’s retailers can easily carry next to their indoor lines to help consumers furnish the whole home — inside and out.
As the company prepares to make a formal entrance into the category at the upcoming High Point Market in Showroom H520 of the IHFC, Casual News Now got an exclusive look at all of the pieces in the new Marinello collection.
Amore is an elegant seating group shown here in a light blue fabric. Azimi says this line was created to give retailers a “wow” factor for their sales floor.
Gia (circular back) and Italo offer unique yet functional seating. Both styles are reminiscent of similar indoor models Bellini offers.
Luna is a luscious sofa covered in a soft, textured boucle fabric that gives it a warm look and feel. Its oblong shape gives it a natural feel.
Ponza is outdoor furniture that floats. Featuring a mesh-like fabric, it’s lightweight and easily moved from the pool to the deck or anywhere else.
Sofas in the Trezza line feature thick cushions and sleek teak bases that give the group an organic look with extra comfort.
Portifino is an upscale modular sofa with a sleek profile and thick cushions.
Bosa chair and ottoman are a deceptive seating combination. While cushy like a bean bag, the chair and ottoman have frames that help them keep their shapes.
