HILLSBOROUGH, NC— Vietri, Inc. launched a new brand, Viva by Vietri, at its Forty One Madison showroom during the fall New York Tabletop Market. The Italian-inspired brand aims to appeal to a new customer, with pricepoint accessible products featuring simple, modern designs.
Viva by Vietri could provide new distribution channels for the company, as well as provide current customers with an entry-level pricepoint to its more elegantly designed heritage brand, Vietri.
“Viva by Vietri is a new brand that offers modern simplicity while leveraging the Italian lifestyle and artisan crafted heritage of Vietri,” said Holli Draughn, Vietri’s vp/sales.
Viva by Vietri casual entertaining focused dinnerware patterns are designed to mix and match. The brand’s tagline is, “live simply, celebrate often.”
“Both the Viva by Vietri customer and Vietri customer appreciate the Italian lifestyle. They celebrate with great food and love to gather with friends and family. Both customers use mealtime to connect in person and believe the table brings people together,” she added. “We believe that Viva by Vietri will appeal to a younger customer, who appreciates artisan crafted, one-of-a-kind product but lives a more practical lifestyle. This customer is looking for casual, functional pieces that are beautiful.”
Where the Viva by Vietri customer might be differentiated is that she may entertain using take out food, while the Vietri customer has made a meal from scratch, for example.
At retail, Viva by Vietri can be sold on its own or mixed and matched with Vietri tableware patterns, as the colors and techniques used complement each other, she noted.
“We believe that layering is the key to creating a beautiful tablescape. Our hope is that a customer’s table is filled by Viva by Vietri pieces, Vietri pieces, and heirloom pieces collected or handed down through the years, with pops of funky accessories found during recent travels,” said Draughn.
Glazed in soft pastels, Fresh and Lace are the two patterns leading the launch of Viva by Vietri. Both come in white, aqua, gray, pistachio and natural. Inspired by Vietri’s iconic Cucina Fresca collection, Fresh features simple shapes handmade of Italian stoneware. Lace, hand painted on terra bianca, features a feminine design hand pressed into every piece, and it is crafted in Turkey.
For Viva by Vietri, the company is working with new factories and using new techniques to obtain a lower pricepoint. Vietri dinner plates’ suggested retail price ranges from $40 to $50. Viva by Vietri dinner plates are priced at $30. With the new brand, it is the first time the company has offered three-piece sets, which include dinner and salad plate and cereal bowl. These pieces are also available open stock. “We felt like the three-piece set made Viva by Vietri more accessible and we focused on the pieces that younger consumers are using today,” said Draughn.
Vietri is set to host a launch party for the collection on Saturday, January 14, 2017 at its AmericasMart showroom during the Atlanta International Gift & Home Furnishings Market.