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Caldeira U.S. expands with new showroom, digital printing

CaldeiraNew York - Caldeira is upping the ante on its U.S. business, establishing a bigger home for itself here in Manhattan, expanding its staff and ramping up its production capabilities with new digital printing equipment.

Tony Caldeira, managing director, recently sat down with HTT to discuss the accelerated direction his business in the States is taking to keep up with growth and expand into untapped retail segments with broader product offerings.

"Because of the momentum we're seeing in our business and the doubling of our sales last year and the fact that we're already up 20% in 2013, we knew we needed to expand our U.S. presence to better showcase our growing lines," he said.

He is referring to Caldeira U.S.'s recently debuted new showroom space at 230 Fifth Avenue - a 3,000-square-foot corner space with large windows overlooking Fifth Avenue.

Located in suite 300 on the third floor, the new site is 50% larger than the company's previous showroom at 261 Fifth Avenue.

"Now, in our new space, we are able to expand our displays for our throws, soft window and chair pads," he said. "Currently, our dec pillows dominate the shelves. But we also want to show what we can do in these other categories."

Also supporting recent growth is Caldeira's newest executive - Steve Hannon, who this month assumed the post of group sales director.

Hannon joins Caldeira from outside the textiles industry. His background comes from the printing and packaging industry.

At Caldeira, he is charged with managing sales of the company's three divisions - United Kingdom, United States, and China.

Hannon is based at Caldeira's headquarter in the U.K.

From a product standpoint, Caldeira is taking a new direction with the recent addition of digital printing to its manufacturing and design capabilities.

Working on this effort from its China operations, Caldeira's new digital formats is becoming a keen focus for the company.

"We're delving quite deeply in different digital prints, digital panels and digital tapestries," Caldeira told HTT. "For us, the minimums are relatively low, and what we have is a unique digital image on a pillow in several formats, allowing for us to give retailers their own look, their own style, without them having to commit to he orders while making it easy for them to differentiate their own offering."

He expanded on the benefits of digital formats: "The quality of the product has increased while the prices and minimums have dropped, which means we can offer this to the mid-market level retailers."

Caldeira also boasts a "big library of designs, limited only by the imagination."

These digitally printed products have already hit U.K. stores an, "all of them have reordered," he said.

Now the plan is to test them at retail in the U.S.

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