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Canella Furniture diversifies its markets with the Audere collection

08 abril 2013
The firm seeks for new audiences and markets with the new line of furniture presented in Milan, inviting everybody for a taste of fine Wines and Cavas of the Valencian region: Utiel-Requena

The Furniture manufacturer Canella presents its new line of furniture, Audere by Canella, at I Saloni, the International Furniture Fair in Milan. With this new collection, the Valencian brandaims to reach younger audience for the first time in its history, at the same timeconsolidating itself in the international market where it exists for a long time, such as Asia, Russia and Eastern European countries, that represent over 80% of its turnover.

After more than two years of investigation, the company located in Picassent, launches this new young collection. During the last decades, Canella has been characterized by the sumptuous, luxurious and high quality of their furniture, according to the requirements of its main markets. In 2013, the innovation reaches to the product, where the first fruit of their investigation is the Audere collection; the future of the brand. Audere pretends to aim at a younger target audience rather than a traditional client. On the other side it aims to access new markets to diversify and reposition the company with the new line of furniture. Being very well established in Eastern Europe, according to the words of Juan Manuel Baixauli, the CEO of Canella Furniture.

Since 2011, Canella Furniture is immersed in a process of Business Model Innovation in order to adapt to the new trends and market demands. As a result, in recent years the company has updated and renovated its image, launching an attractive advertising campaign and website.

Audere by Canella, the fresh luxury for a younger audience.

The new collection of Canella maintains the quality and design of a high-end product that characterizes the firm.  Audere by Canella is aimed to a younger audience that seeks for sumptuous furniture with presence but combining it with some fresh air.
With finishes in Sapele, Khaya palm, lacquere, Pomele and bleached Sycamore, Audere also incorporates Blumotion electronic hardwares, that allow automatic door opening as well as with remote control,  making it extremely user friendly.

As for the design of the new line, the valencian company was supported by Jordi Vidal Associates, partner of the leading manufacturers of high end furniture, with a very long experience in the sector.

Official presentation with Wine and Cava of the Valencian region Utiel-Requena.
Canella Furniture will present its new and young collection “Audere” at a singular event with wines and cava form the Valencian region Utiel-Requena. The official presentation will take place next Wednesday the 10th of April at I Saloni in Milan, where the firm will release the information about its new line to its clients, professionals and media.
With the collaboration of “Ruta del Vino D.O Utiel-Requena”, Canella fusions in one event two Valencian most international products: valencian furniture and wines.