Bella-Dura, a textile brand, has been undergoing some exciting new changes—the most recent being a fresh identity.
“Over the course of the past few months, we have been taking serious steps towards elevating Bella-Dura and our overall business in a smart and thoughtful way,” says Irwin Gasner, president of Bella-Dura and its parent company Wearbest Sil-Tex Mills, which has been serving the interior design industry since 1980. “With the promotion of designer Melissa Battah to director of Contract and the appointment of MJ Ramos as senior stylist for Residential, clients have already begun to see major changes and differences in our product offerings. The re-branding efforts are being spearheaded by Susan Lobel, brought on board in June as vice president, Marketing and Brand Development, to help set the strategy to drive demand and strengthen our position in the market,” he continued.
“I am very excited about the strides we are making, taking Bella-Dura to a new level,” Lobel states. “It’s essential for designers to understand that Bella-Dura fabrics go beyond the ordinary, and that they can be used for any application, from residential to contract, indoor to out.” Toward that goal, she has ushered in changes that include more interaction with designers to educate them on the brand. “For purchasing, we always lead designers to our distributors (a list of whom can be found on our website),” she explained, “but it is our job to make them aware of the brand and its features so they will ask for it by name when shopping and specifying for their own projects.”
One of the best ways to appeal to designers, beyond actually feeling the product, Lobel believes, is through the use of bold, rich photography, graphics, videos, and a strong design sensibility, which also positions Bella-Dura as an all-around performance fabric, in no way limited to outdoor use. Along with new designs and colors, the Bella-Dura brand of textiles will continue to evolve, providing more and more of what designers are looking for in today’s demanding environments.
The new tagline, Performance by Design is meant to suggest the technological aspects of the fabrics–solution dyed, high abrasion, high UV, anti microbial, bleach cleanable–features not previously available in one fabric line, while also staying true to the design element which is in the end, what the designers and end-consumers desire.
The already user-friendly Bella-Dura website has been evolving as well. New videos outlining the performance attributes and highlighting the easy cleanability have just been posted, while new collections and technical information are being regularly updated.
These steps all align with the the company’s overarching strategy to grow its business and elevate its position in the textile marketplace. In that spirit, a new Wearbest corporate logo and website were also launched this week.