HIGH POINT, North Carolina —Ten year old Kentex Mills based in Shanghai and Hangzhou has opened a U.S. division under the name of BellaHome.

The U.S. division is based in permanent space in Market Square Tower and just finished its second Showtime under the supervision of Mary Cranford, Vice President of Design and Merchandising.

Cranford was previously with American Century for three years.   Before that, Cranford logged 12 years with Mastercraft selling directly to upholstery manufacturers.

“Our business goes several ways,” said Doris Deng, principal of Kentex and BellaHome.  “We sell China to China; consolidated shipments from China to the USA and direct shipments from China to the USA FOB High Point. The bulk of our business today is in the USA where we have sales agents in the Southeast, Midwest and Canada. We also do confinements for U.S. converters,” she added. Before starting Kentex, Deng headed up a retail operation under the Victoria brand in China so she has a feeling for the retail pulse.

BellaHome offers residential upholstery for as little as $2.50 per yard in body cloth to a high of $7.50 per yard in all polyester chenilles; novelty yarns in dobby construction and multi colored jacquard warps. The line is distinctly contemporary which is where Cranford feels is BellaHome’s greatest opportunity.

BellaHome is also starting to sell some contract grade goods but more than 50 percent of the line today is polyester chenilles for the residential crowd. “We offer the customer a sofa, loveseat and chair body cloth in three different colors. Then the consumer can pick a color plus a jacquard design pillow, Cranford explained.” BellaHome requires 300 yard minimums with 30-45 day delivery and copyrighted European designs in the jacquard. 

 The best sellers so far for this new entry is ‘Sentiment’ in 30 colors for $2.95, a chenille basket weave plus Fresco, an Ikat design for $4.95. The initial line is 55 designs but BellaHome expects to produce 150 designs a year. Kentex produces all of the plain dobby cloths but the jacquards offered are commission woven in China. 

Doris Deng, owner of Kentex Mills, Shanghai and BellaHome the U.S. division with colleagues Peter Xie and Mary Cranford, Vice President of Design and Merchandising