The Italian Table
By Maria Weiskott and Bessie Nestoras -- Gifts & Decorative Accessories, 3/31/2006 1:55:00 PM
New York — When it comes to the table, in both kitchen and dining room, American tastes have always run to the Italian dishes — and we don’t just mean the gastronomical delight in the dish; we mean the dish itself.
Americans have long had a fondness for Italian ceramics. But with the rising Euro, the American market for Italian ceramic tableware has been soft in recent years.
Now, Casa Umbria, a joint project of the Consortium of Umbria and the Italian Trade Commission, has planned a three-year project geared to promote finely crafted goods from the Italian region of Umbria to U.S. retailers. Situated in the heart of Italy, Umbria is known for its ceramics, terracotta, weaving, embroidery, wrought iron and woodworks, among other artistry.
This week, the press was treated to a ceramic feast: two tables set with dinnerware from Deruta, a company that is reintroducing Renaissance designs to the United States. The good news for retailers is that minimum orders will be set low.
Product promotion for the Umbrian goods will be extensive, with the first of several traveling exhibits set for July’s Atlanta International Gift & Home Furnishings Market. In addition, Casa Umbria plans to take the exhibit to 25 U.S. cities during the three-year project.
To attract buyers, the consortium has streamlined purchasing and shipping, allowing the products to reach American buyers more easily and efficiently. One feature of this streamlining is the elimination of the middleman. Storeowners can purchase product directly from Italy, to be shipped by UPS direct to their store, thus keeping costs down. (The cost will include pre-paid duty and freight.)
A new packaging system, which has been tested and approved by UPS, is in place to assure safe delivery. Also, the low minimum orders — a concern for many storeowners — will allow customers to purchase product online or through the catalog. And to give customers the opportunity to set a complete Umbrian table, products offered will not be limited to ceramic dinnerware; textiles and decorative accessories will also be available.
