Signoria di Firenze opens at ABC

By Andrea Lillo -- Home Textiles Today, 2/10/2003 12:00:00 AM

NEW YORK —

Italian luxury bedding company Signoria di Firenze is the latest manufacturer to open a standalone boutique at ABC Carpet & Home, in the third-floor linen department.

In the U.S. for three years, the company hopes to "find new ways of selling," said president Francesco Cappelletti.

Around 60 percent to 70 percent of the company's collections will be seen in the boutique, the first of its kind in the U.S., he said. He also hopes to open more store-in-a-store concepts in other retailers, beginning at the end of March, and possibly some of its own stores, beginning by the end of the year.

The company divides its collections into four groups: Luxury, which has sheets up to 1,050-count; its core business of jacquards and embroideries, where sheets range from 450- to 600-count; contemporary looks that are now just launching; and quilts and top-of-bed.

"We use a lot of color; that's very important for us," said Cappelletti. "It's more than some sheets to sleep in. We are trying to communicate a total living feeling."