Bella-Dura is set to unveil a brand-new line of residential fabrics at the upcoming ITA Showtime, November 17-20. And the line will be introduced in concept at Casual Market Chicago in booth 7-8067 to get customers excited about what’s coming.
Designed toward today’s lifestyle, Bella-Dura’s Home collection features a blend of fibers, materials and colors specially created for residential interior and exterior environments.
“Bella-Dura is already a trusted brand in the contract and hospitality arena for its heavy-duty performance,” says Greg Thomases, vice president of Bella-Dura parent company, Swavelle. “We are really excited to now have an expanded offering that responds to the needs of the residential market—in look, feel and price.”
Developed to create harmony between beauty and performance, the collection is under the design direction of Sarah Keelen, Swavelle’s director of design for outdoor and performance, and features many outdoor patterns by Wesley Mancini.
“I’ve designed Bella-Dura fabrics for over a decade, but this new infusion of industry knowledge and investment from the Swavelle team feels like a game changer,” says Keelen. “What we are launching this Showtime feels fresh and sophisticated, yet fun, and reflects this new union. Customers can expect to see new colors, patterns and constructions each season as we continue to develop this brand. I’m thrilled for what feels like a natural evolution of the Bella-Dura brand—being able to offer customers a soft residential look and feel without compromising the performance we are known for.”
Mancini adds, “I’m excited to continue the outdoor look with the added support of the Bella-Dura and Swavelle teams. We’re now able to increase our color offering tremendously as a result of this unique combination.”
Patterns exceed a minimum of 30,000 double rubs and are spill-, stain- and fade-resistant. The line has a five-year warranty, and like all Bella-Dura products to date, the line is all woven in the U.S.
“The needs of the residential market are slightly different from those in contract, and this line caters to the ultimate indoor/outdoor performance for residential,” Thomases explains.
The complete collection will launch at November Showtime, with over 50 new patterns in multiple colorways. Thomases will lead the sales effort.