CategoriesBella-Dura Home

Bella-Dura to launch residential line of fabrics

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.

CategoriesBella-Dura Home

Bella-Dura to launch Home line of residential fabrics

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.

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