Bellini Modern Living has created a new dining collection with five table styles it is calling “TikTok-able” furniture that appeals to younger consumers by design and price.
The Massimo Collection is aimed at volume retailers seeking to attract a new generation of consumers interested in Made in Italy products with attractive price points. According to Marketing and Merchandising Director Keon Azimi, the new, easily expandable table designs appear ready-made for video, in addition to attention-grabbing in-store demonstrations, and hint at a new division of the company.
Chief among the new dining tables is the Torino, with an extendable tabletop that starts at 79 inches long, and can grow up to 16.5 feet long, accommodating as many as 20 people comfortably depending on the number of self-stored leaves inserted. With a high-quality, made-in-Italy laminate top featuring finished edges and a seamless look, coupled with a solid wood mechanism and beechwood legs for added stability, Torino is available in five laminate finishes, ranging from oak to concrete, with a suggested retail of $1,899 for container orders. A selection of coordinating occasional tables is also available.
The special container-only 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 as many as 10 people.
In addition to the self-store options, another pair of expandable dining table designs included in the Massimo Collection—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 to 85-inch ovals (Slide) or 115-inch ovals (Martin) at a moment’s notice with the addition of butterfly leaves hidden inside the tables. Suggested retails with container pricing on Slide are $1,699 and $1899 for Martin. Other expandable Massimo table construction options include Ocean (suggested retail $1,099) offered as a fixed table or with telescopic extensions at either end.
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. They are ideal for small space living and for consumers who only occasionally need a larger table for entertaining purposes,” said Hossein Azimi, Chief Executive Officer of Bellini Modern Living.
“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 they may not be attracting to shop in brick-and-mortar furniture stores,” said Keon Azimi. “While we will continue to specialize in the high-end, made in Italy ceramic dining collections that Bellini Modern Living as long been 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.”
