Bella-Dura® to launch HOME line at November Showtime

Bella-Dura Home’s Playa; Catskill and Tectonic

Bella-Dura Home’s Drybrush

New York, NY – September 2019 – Bella-Dura®, the textile brand known for the ultimate performance for indoor and outdoor use, is set to unveil a brand-new line of residential fabrics this coming November.

Designed towards today’s lifestyle, Bella-Dura® HOME features a luxurious blend of fibers, materials and colors, specially created for residential interior and exterior environments, where beautiful, worry-free performance counts the most.

“Bella-Dura is already a trusted brand in the contract and hospitality arena for its heavy-duty performance. We are really excited to now have an expanded offering that responds to the needs of the residential market – in look, feel and price,” stated Greg Thomases, Vice President of Bella-Dura parent company Swavelle.

Developed to create harmony between beauty and performance, Bella-Dura HOME —under the design direction of Sarah Keelen, is ideal for furniture manufacturers and retailers who can provide their customers with what they desire in a residential indoor and outdoor performance fabric – one that is soft to the touch, yet tough to the core.

“I’ve designed Bella-Dura fabrics for over a decade, but this new infusion of industry knowledge and investment from the Swavelle team feels like a game changer,” said Sarah Keelen, Swavelle’s Director of Design for Outdoor and Performance. “What we are launching this Showtime feels fresh and sophisticated, yet fun, and reflects this new union. Customers can expect to see new colors, patterns and constructions each season as we continue to develop this brand. I’m thrilled for what feels like a natural evolution of the Bella-Dura brand—being able to offer customers a soft residential look and feel without compromising the performance we are known for,” she continued.

“The needs of the residential market are slightly different from those in contract, and this line caters to the ultimate indoor/outdoor performance for residential,” Thomases explained.

This translates to extreme durability–with patterns exceeding a minimum of 30k double rubs—pill resistance, stain resistance, fade resistance, bleach cleanability and a 5-year warranty. And like all Bella-Dura products to date, the line is all woven in the USA.

Bella-Dura HOME was introduced in concept at Casual Market to get customers excited about what’s coming. The complete collection will launch at November Showtime, with over 50 new patterns in multiple color ways. David Thomases, Executive Vice President of Swavelle, will lead the sales effort.


About Bella-Dura®
Bella-Dura® brand fabrics are designed for the ultimate performance in the toughest environments, indoors or
out. Exceptionally durable, stain, pill & microbe resistant, bleach cleanable, UV resistant and fully recyclable, Bella-Dura® textiles are also proudly woven in the USA.

About Swavelle
Swavelle/Mill Creek Fabrics, Inc., is a trusted name in the home furnishing textile industry, under its current
ownership since 1982. Swavelle is an innovative market leader serving all arenas of the decorative fabrics