• Cindy W. Hodnett

Silona Home Fashions partners with Se7en

Launching line of value-priced fabrics at Showtime

BURLINGTON, N.C. — Silona Home Fashions is partnering with fabric manufacturer Se7en on a new product launch for Showtime.

Operating as a separate company, with veteran designer Tayo Onadein as president, Silona Home Fashions will offer value-priced body cloths and plains and will partner with Se7en on sales and marketing.

In a company release, officials said that Onadein will lead a team of designers based in Hangzhou, China, in creative efforts and production. Mike Durham, the president and CEO of Se7en, will lead sales efforts for new joint venture collaborations worldwide. The Silona Home Fashions product will launch in Se7en’s showroom at Showtime.

Durham said that Se7en will continue to focus on luxurious and high-end jacquards, companion fabrics and “exquisite” plains. Silona’s creative team will create “high-quality, high-density, well-colored and correlated value-priced jacquard constructions and chenille plains,” according to Durham.

“The blended merchandising of domestic and globally sourced product is not new,” said Durham. “Unique to this collaborative effort is the focused coordination of color and merchandising throughout our entire product offering, specifically tailored to every medium. Marketing and sales provide options for every supply chain and route-to-market protocol.”

Onadein will be at Showtime in the Silona Home Fashions showroom, Durham said. He added that Onadein is well-known for his creative designs.

“Tayo has tremendous presence and great relationships with several Chinese mills,” Durham said. “This is a chance for him to start his own company within our systems to show his own original designs. We’re starting out with a very good boots-on-the-ground strategy, and Silona is not a typical converting company. Tayo and his team will be developing designs from scratch.”

Cindy HodnettCindy W. Hodnett | Upholstery/Style Editor

As the Upholstery/Style Editor for Furniture/Today, I spend my work hours studying the sloping curves of sofa frames, the intricacies of fabric and the nail head trim and button accents that function as jewelry on a piece of upholstery. I research the companies that bring these things together for retailers, and ultimately consumers, and interview industry leaders about their business strategies and where they think furniture is heading in the future. And when traveling, I provide a sneak peek at what I'm seeing, whether at international markets or in High Point or Las Vegas.

I look forward to sharing what I see and I hope you'll feel free to do the same. Email me at chodnett@furnituretoday.com or follow me on Twitter @CynthiaWHodnett.

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