Bellini targets young consumers with container-only, lower-priced dining program

RICHMOND HILL, Ontario, Canada – Made-in-Italy contemporary case good and upholstery supplier Bellini Modern Living has launched a new direct container dining program targeted at younger consumers focused on design and price.

With five table styles, the Massimo collection is aimed at volume retailers seeking to attract a new generation of consumers interested in Italian-made products with attractive price points, the company said in a release. The new, easily expandable table designs are “Tiktokable,” according to Marketing Director Keon Azimi, and make for great video and in-store demonstrations.

“All of these space-saving looks are high-quality, made to last and have been created at the urging of dealers to not only drive traffic, but also spark interest among younger consumers that may not be shopping at brick-and-mortar furniture stores,” he said. “While we will continue to specialize in the high-end Italian ceramic dining we’re known for, in creating Massimo, and other products to come, we also recognize that there are shoppers who are interested in, and aspire to, made in Italy design, who seek mass market prices.”

Chief among the new dining tables is the Torino, with an extendable tabletop that starts at 79 inches long and can expand up to 16.5 feet long, accommodating up to 20 people. Torino, with a made-in-Italy laminate top and beechwood legs, is available in five laminate finishes ranging from oak to concrete. Its suggested retail is $1,899 for container orders. A selection of coordinating occasional tables is also available.

The program also includes the Mitra, a console table with an Italian-made laminate top measuring 36 inches wide and 18 inches deep when closed. It can open incrementally up to 118 inches with the addition of included leaves to seat up to 10 people.

In addition to the self-store options, another pair of expandable dining table designs included in Massimo – the Martin and the Slide – offer telescopic, butterfly leaf extension systems coupled with veneer tops and bases. Both start out as round table designs and expand with the addition of butterfly leaves hidden inside the tables. Suggested retails with container pricing on Slide are $1,699 and $1,899 for Martin.

A selection of three new coordinating beechwood dining chair designs in four finish options — Jimbo, Jodie ($219 retail) and the metal and upholstered Asia ($269 retail) — are also available and can be shipped assembled or unassembled with the tables in mixed containers depending on dealer preference.

“Retailers are looking to bring new, younger customers into their showrooms, and we think all of the new Massimo table options will do just that,” said CEO Hossein Azimi. “They are ideal for small space living and for consumers who only occasionally need a larger table for entertaining purposes.”

Check out a video demonstration of the Torino table here.

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