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Caldeira China Opens its Doors

Caldeira China (known locally as Hao Sheng Textiles) has opened its new purpose built complex with a bang. The grand opening ceremony, held at the firm's new Yuyue headquarters, 20 miles from Hangzhou in Zhejiang province, was attended by over 200 invited guests from around the world.

The complex, which has taken a year to build, was completed at a cost of $3 million and encompasses a new factory, warehouses, offices, showrooms and staff facilities.

To celebrate the new factory Caldeira launched a new logo for its joint venture company. The logo is a version of Caldeira's Union flag pillow, incorporating a Chinese flag. The logo will appear for the first time at Intertextile Shanghai where Caldeira China/ Hao Sheng Textiles are exhibiting in hall W2 Stand A05.

"The new logo explains clearly that Caldeira China is a Chinese/ U.K. joint venture that specializes in decorative pillows," said marketing manager Karen Donnelly.

The Chinese factory opening was covered in the recently screened U.K. documentary "Brits Get Rich in China." The U.K. film crew that made the show followed Caldeira founder Tony Caldeira doing business in China over a six-month period.

Caldeira China general manager and joint venture partner Dai Shu Qin said the new facility "will help us to make more cushions, decorative pillows, throws and curtains for markets all over the world, especially in the U.S. and the U.K."

In addition to the new Chinese factory, the U.S. division of the company, Caldeira USA, has recently opened a new U.S. showroom at 261 Fifth Avenue in New York to show products from both Caldeira's U.K. and Chinese factories.

Caldeira China's new factory also has the new video conferencing facility which has been developed by the company. The system enables buyers from the U.S. and U.K. showrooms to select products from the new Chinese factory showroom.

Caldeira gave the system a trial run at the recent August market in New York.

"Our customers loved the video conferencing," said Jeff Shaffer, national sales manager. "They were selecting products and samples from the new Chinese showroom, in real time, from our showroom in New York. The system has huge implications for the industry in the future."

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