NEW YORK — Best-known for making performance fabrics for commercial industries, fabric resource Bella-Dura recently announced the launch of its new line of residential performance fabrics.
Launched in concept at Casual Market Chicago to build momentum for the new line, the complete Bella-Dura Home collection will launch at ITA Showtime, set for Nov. 17-20 in High Point. In total, the line will bring more than 50 new patterns in multiple color ways.
“Bella-Dura is already a trusted brand in the contract and hospitality arena for its heavy-duty performance,” said Greg Thomases, vice president of Bella-Dura’s parent company Swavelle and Mill Creek Fabrics. “We are really excited to now have an expanded offering that responds to the needs of the residential market — in look, feel and price.”
The new line launch follows the brand and its parent company Wearbest Sil-Tex Mills’ recent acquisition by Swavelle and Mill Creek Fabrics. It was developed under the design direction of Sarah Keelen, Swavelle’s director of design for outdoor and performance.
“I’ve designed Bella-Dura fabrics for more than a decade, but this new infusion of industry knowledge and investment from the Swavelle team feels like a game changer,” said Keelen. “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.”
According to a release from the company, Bella- Dura Home was created to meet the needs of a modern lifestyle and are both indoor and outdoor safe. This translates to durability with patterns exceeding a minimum of 30,000 double rubs, pill resistance, stain resistance, fade resistance, bleach cleanability and a five-year warranty. Like all Bella-Dura products to date, the line is also all woven in the U.S.
Designer Wesley Mancini features on many of the new patterns.
“I’m excited to continue the outdoor look with the added support of the Bella-Dura and Swavelle teams,” said Mancini. “We’re now able to increase our color offering tremendously as a result of this unique combination.”
David Thomases, executive vice president of Swavelle, will lead the sales effort for the new line.