The Story Behind DeCoro Furniture

Are you a fan of Italian leather furniture? Do you happen to have a leather furniture with DeCoro label on it? Are you aware that your Italian leather DeCoro furniture was actually made in China instead of by the craftsman in Italy? Do you know the story behind it? Well, here’s a little bit history of the DeCoro furniture.

Leather furniture

The DeCoro furniture company was founded by Luca Ricci in 1997. He was born in Italy, in a tiny village of Bertinoro. His father owned a factory named Tre Erre that produced high-end sofas. Tre Erre was one of the biggest suppliers for Roche Boibois, a very high-end worldwide chain from France. He learned all about the business mainly from his father and his factory. He even became the President of Tre Erre for about 3 years.

With all the knowledge and experience, later on he and his friends decided to set up a new business company with a revolutionary idea. His main idea was to deliver Italian leather furniture at prices everyone could afford. This is the seeds of DeCoro furniture.

At the beginning of 1997, Luca Ricci and his young Italian friends saw an opportunity to reach their goal by setting up their business in China. They bought a 51% share of an existing sofa factory in China owned by a group of investors from Hong Kong. This is the starting point of DeCoro. The Italian businessman soon realized that this small factory would not be able to accommodate his big visions. He needed to immediately sort out the problems in the small factory. One of the first steps taken was to bring in a reliable team management and to reorganize the work force. So they started to recruit experienced production managers and designers. They began working to create appropriate models, develop them and then taught the existing work force how to produce quality sofas. The managers then employed more people and set up necessary department so that the production line could begin to flow.

Their hard work was fruitful. DeCoro’s first collection came out by end of 1997. DeCoro received its first order around April 1998 when an American retailer Rooms To Go was interested to make DeCoro furnitures available in their stores. Afterwards, other well-known retailers followed, and DeCoro began to be a major player in the sofa industry.

Business looked good for them on the outside, but inside they had some major problems. Their partners in Hong Kong were not patient enough to make big money. After some difficult negotiations however Luca Ricci was successful to buy out his partner and became the full owner of DeCoro in 1999.

DeCoro went on blooming and become one of the biggest leather sofa producers in the world. Sadly, one day they filed for bankruptcy. It’s said that the economic crisis had hit them hard especially after the closure of its consumers, namely Levitz Furniture, and Wickes Furniture. And that wrapped up a little tale of DeCoro furniture. The next time you see a DeCoro label, you might remember a little story about a man who wants to make quality Italian leather furniture more affordable for ordinary people.

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