Four well-known industry veterans are launching a direct container bedroom furniture specialist called Napa Home Furnishings at this week's Las Vegas Market.

Serving as president of the company is Marc Madnick, who has worked extensively in warehousing. Bob Papazian, formerly of Guildcraft, is vice president of sales.

Handling production, sourcing and product development for the company are Mick Verjee and former Tradewins President Tom Underhill, who are now both of Hamilton Spill Furniture Group.

Company officials said they want to offer designs that can build excitement at retail and great values.

"We've been able to blend merchandising expertise with design expertise," Papazian said.

Underhill said Napa is sourcing from one factory in Indonesia and has on site quality control. The factory has a 150 container capacity per month. Napa has nine groups at this week's market and is planning two to three new bedrooms each market.

Napa has a big focus on lifestyle looks and has several hybrid styles, including a mix of Mission and Asian elements or Shaker and Mission styles. It offers deep drawers in footboards and dressers, and also has a line of cedar chests.

All pieces are finished with hand-applied oil to maximize grain quality. It is working in thick hardwoods including mango, balsa, mahogany and knotty pine. It offers a range of finishes from light to dark, as well as distressing, slight grooving, saw cuts and tiger graining on woods. Pricing ranges from about $599 to $999 for single beds.