Joan Gunin
HIGH POINT — Brazilian leather upholstery manufacturer Niroflex has hired a new U.S.-based manager, and is moving into Chinese production.


Alex Cavoti has been named vice president of sales for the United States. He succeeds Michael Elkhatib, who left the company earlier this year.

Cavoti most recently was a consultant to Malaysian leather upholstery resource Zolano. Previously, he held sales positions with Italian producers Max Divani and Natuzzi. He also was in retail on the West Coast for nine years.

At Niroflex, Cavoti is responsible for sales and marketing. He will be assisted by Maria Ramirez in the High Point office. He reports to Fernando Budny, international sales controller, based in Brazil.

Niroflex, which exhibits in High Point in the International Home Furnishings Center, G-302, will continue to focus on making affordable leather sofas in contemporary designs, said company Director Milton Moresca Jr. 

“Niroflex has made major changes in all its areas, from production up to the range of product we sell in the market,” Moresca said.

The company will continue to produce high-end leather products at its plant in Arapongas, Brazil, and will develop a promotional line at its new plant in China. The Chinese product is expected to be ready for next spring’s High Point Market, which opens March 26.

“Brazil is one of the biggest leather producing markets, adding to this our excellent labor skills, and lower labor costs in China but keeping our quality standards,” Moresca said. “This combination will make Niroflex a much more competitive player in today’s market.”