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Design & Detail becomes exclusive North American Showroom for Casadenza Stone Veneers
Design & Detail, a fabric and furniture showroom with locations in St. Louis and Kansas City, is expanding into a new market category by becoming the exclusive North American showroom for Casadenza, a line of ultra-thin, flexible real stone veneers. Casadenza, a product of a partnership between Esspex Corporation of Japan and Vesna Inc. of India, has been available in Asia for nearly 15 years but is new to the North American market. Ivan Moses, a veteran of the door industry, introduced the product to a select group of showroom owners, including Melinda Klinghammer, owner and founder of Design & Detail. Klinghammer was so impressed with the product, which is available in over 70 stone varieties, that she accepted Moses’ invitation to partner with him in bringing Casadenza to the U.S. and Canada.
Casadenza veneers are produced in India by applying a sealant and backing to a slab of stone and then peeling it in layers. Due to its thin profile, the veneer is not suitable for flooring or countertop surfaces but is ideal for vertical applications, both indoors and outdoors. The fiberglass-backed version is waterproof, allowing it to be used on walls, fireplaces, showers, and cabinet or island fronts. It is also certified for exterior building applications up to 40 feet high. The lightweight and flexible fabric-backed version can be applied like wallpaper or fabric, enabling it to wrap around curved surfaces such as columns, where traditional stone would be impractical due to weight.
The product's efficiency extends to its use in unique environments, such as 25-passenger planes, for which it has received FAA approval. Casadenza is also a more affordable alternative to traditional stone, with a price point comparable to high-quality wallpaper or tile. While relatively easy to install, proper application requires a skilled trim carpenter. To ensure quality installations, Design & Detail is collaborating with the Masonry Association to train its members on the product's application.
Design & Detail plans to establish a new Casadenza showroom on the second floor of its St. Louis location. Ben Klinghammer, Melinda's son and the company's sales manager, will lead Continuing Education Unit (CEU) classes to educate architects and other professionals about the product. The introduction of Casadenza represents a new venture for the Klinghammers and their company, moving beyond their traditional focus on residential furniture and fabric to embrace commercial applications. The product has already garnered interest from various commercial entities, including casinos and businesses looking for elevator and retail store displays. Residential interior design clients have also shown enthusiasm, particularly for using the veneers on kitchen cabinets and for accent walls.
Ben Klinghammer, who will oversee Casadenza sales, expressed his excitement about the product's potential and its niche in the market. He looks forward to educating people about Casadenza and its diverse applications in various projects. This expansion marks a new challenge and opportunity for Design & Detail.
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