JBS Couros has announced an agreement with Conceria Priante, which will consolidate its participation in the international upholstery and leather goods luxury markets.
Priante will be JBS Couros's luxury brand and the agreement will generate many synergies between the Priante brand, known for its high quality and design, and JBS's international presence.
The new business division will be based in Italy and become the R&D, design and marketing centre. Overseen by chief of operations Luigi Priante, who has decades of experience in tanning, the alliance will create improved leathers for the luxury sector, and JBS Couros will also have the opportunity to become a reference in this segment.
