• Cecile Corral

Caldeira USA Growing Business and Product Offerings

Encouraged by its high double-digit growth rate in just three years since embarking on the North American market, Caldeira USA has come to the New York Home Fashions Market armed with several new collections and an expanded product assortment.

Tony Caldeira, owner and managing director of the U.K.-based parent company Caldeira, said 2009 was “an exciting year for Caldeira USA, with sales to U.S. and Canadian retailers growing by 50%.”

A “large part” of the U.S. division's growth stems from its collection of European-styled products that have been reinterpreted to appeal the American market and priced to be “highly competitive” at retail.

Carolyn Winderbaum, product development manager for Caldeira USA, described the three newest collections for market as highlighting “our U.K.-produced luxurious Belgian velvet pillows as well as our trendy, value-priced pillows, throws, window panels and table runners produced in our Chinese factory.”

Caldeira attributed the USA division's early successes to expanded business with existing customers and added placement with new retailers.

Also helpful has been the company's continued expansion beyond its anchor business of decorative pillows into related coordinate lines like soft window treatments, throws and table linens.

In 2005, global sales for parent company Caldeira were $13.3 million, Caldeira told HTT. “This figure has risen sharply with 2009 sales across the four Caldeira businesses around the world increasing to $37 million,” he continued. “Last year, Caldeira sold products made in its British and Chinese factories to over 20 countries worldwide.”

Looking ahead this year, Caldeira USA's outlook is positive.

“Our sustained growth has been driven by the company's ability to continually offer the U.S. market exciting fresh designs with an appreciation for value driven product,” said Jeff Shaffer, sales manager. “In addition we now have a U.S.-based EDI supported warehouse operation giving our customers the option to work on either direct import or domestic warehouse based programs. Caldeira USA has evolved to become a full service home fashions provider with the quality and capacity to meet any U.S. retailer's needs.”

To support future growth, parent company Caldeira has expanded its Caldeira China division, investing further on its Hangzhou, China-based facilities. The 200,000-square-foot factory is currently being enlarged to 250,000 square feet to provide extra capacity. Construction is expected to be completed by this spring.

“One of the reasons for the factory extension is the increased demand for its products in the U.S. market,” said Lindsey Orrick, Caldeira USA general manager. “The extra capacity is fantastic news for us as it will open up even more opportunities within the U.S. market, hopefully leading to more business to help continue Caldeira USA's growth.“

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today
ccorral@homeandtextilestoday.com

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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