NEW YORK - Bella-Dura®, the award-winning fabric designed for performance in the toughest environments, is introducing the third series of its popular By the Yard program. The new series offers 40 skus in an array of solids and textures geared towards an indoor aesthetic, but with all of durability for which Bella-Dura is known.

“With this latest release of Bella Dura ‘by-the-yard’ products, we are bringing a modern, sophisticated residential aesthetic to our unique collections of high-performance fabrics,” stated Stuart Schneider, director of Sales. “The Collection has already received an enthusiastic response, and we expect to see a good number of the new articles showcased on frames at High Point Market in April.”

As further explained by Senior Bella-Dura Merchandiser MJ Ramos, “We set out to create a collection that felt like it would be easy to use in any environment—with any style frame, whether in a seaside, mountain or urban setting. The By the Yard Series 3 is comprised of interesting solids and textures using complex weaves and yarn mixes that have a soft hand. We had fun with the new textures that were meant to evoke the looks of raw silk, raffia and wool, which are timeless, beautiful classics.

“There has been a lot of buzz around mid-century modern as a trend that’s influencing so much of what feels fresh in interior design and furniture forms,” Romos continued.  “As such, we kept imagining our solids and textures being used in tailored ways on cushions or as entire upholstered pieces with rounded and interesting shapes. Whether the end user needs performance indoors or outdoors, we just wanted to create a beautiful line with a gorgeous, organic feel, using subtle natural tones that were spot on with a nice variety of creamy whites, soft silver, mid tone and very handsome chocolate-greys, with pops of warm orange, red, turquoise and indigo.”

The evolving Bella-Dura brand, with its new textures and subtle patterns, is responding to the needs of current customers, as well as generating interest of new customers who seek a certain aesthetic for headboards, sofas and ottomans that feels modern, yet truly offer performance. All 40 skus will be stocked in the company’s New Jersey facility, available for next day shipping on increments less than 50 yards, and delivery within four weeks for larger orders.

www.bella-dura.com