DeCoro Furniture

The Story Behind Decoro Furniture
Are you a fan of Italian leather furniture? Do you happen to have leather furniture with Decoro label on it? Do you know that your furniture in Italian leather Decoro actually took place in China instead of the craftsman in Italy? Do you know the story behind it? Well, here's a little history of furniture Decoro.

The Decoro furniture company, was founded by Luca Ricci in 1997. He was born in Italy in a small village of Bertinoro. His father owned a factory named Tre Erre which produces high-end sofas. Tre Erre was one of the largest providers Boibois Roche, a very upscale chain around the world from France. He learned about the company especially his father and his factory. He even became the president of Tre Erre for about 3 years.

With all the knowledge and experience later, he and his friends decided to establish a new commercial company with a revolutionary idea. His main idea was to deliver Italian leather furniture at prices everyone could afford. These are the seeds of furniture Decoro.
In early 1997, Luca Ricci and his young Italian friend saw an opportunity to reach their goal by setting up their business in China. They bought a 51% of an existing sofa factory in China belonging to a group of investors from Hong Kong. This is the starting point of Decoro. The Italian businessman quickly realized that this little plant would not be able to host its grand visions. He needed to sort out immediate problems of the small factory. One of the first steps was to bring in a reliable management team and reorganized the workforce. So they started to recruit experienced production managers and designers. They began working to create appropriate models, to develop them, and then taught the existing work force how to produce quality sofas. The managers then hired more people and establish department necessary for the production line would begin to flow.
Their hard work has been fruitful. Decoro first collection came out by the end of 1997. Decoro received its first order around April 1998 when U.S. retailer Rooms To Go is interested in making furniture Decoro available in their stores. Afterwards, other renowned retailers followed, and Decoro began to be a major player in the industry sofa.
Business looked good for them outside, but inside, they had major problems. Their partners in Hong Kong have not been patient enough to earn lots of money. After some difficult negotiations, however, Luca Ricci managed to buy his partner and became full owner in 1999 Decoro.
Decoro then flourish and become one of the largest producers of leather sofa bed in the world. Unfortunately, one day they went bankrupt. It is said that the economic crisis had severely affected especially after the closure of its consumers, namely, Levitz Furniture and Wickes Furniture. And that wrapped up a little fairy furniture Decoro. The next time you see a label Decoro, you may remember a story of a man who wants to make furniture in Italian leather quality more affordable for ordinary people.

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