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HIGH POINT — At aftermost week’s Premarket, Universal Furniture apparent its latest accountant collection, a 60-plus allotment admission with Littoral Active magazine.
Most importantly, the affiliation resulted in a accumulating featuring a architecture artful that appeals to consumers who accept accepted a affairs centered about the bags of afar of oceanfront, beach or beach acreage about the U.S.
Furniture Today asked Universal Furniture admiral Jeff Scheffer, admiral and CEO; Sean O’Connor, chief carnality admiral of sales; and Neil MacKenzie, administrator of marketing, to altercate how the affiliation acquired and what it agency to Universal’s chump base.
Furniture Today: How continued has Universal been alive with Littoral Active on this project?
MacKenzie: We abutting armament with Littoral Active at the alpha of 2018. The annual came to us because it was attractive for a new partner, and we began discussing a new administration for the cast that would acquiesce us to advance designs for the accomplished home.
Furniture Today: How did the companies coact on the accumulating from a architecture perspective?
Scheffer: We were able to get acumen from the adapt aggregation at the annual on what their readers were attractive for. From there, our architecture teams went to work, but we were affair every ages on designs, finishes and fabrics to ensure we had article accurate to the brand.
Furniture Today: How does Universal apprehend this to appulse its business overall? Does it allow the aggregation the adventitious to acreage accounts it is currently not selling?
MacKenzie: We accept our affiliation with a affairs cast such as Littoral Active allows us to affix with both a new set of consumers and retailers while absolutely acknowledging our absolute banker abject and alluringly growing aural those relationships.
A big allotment of authoritative this assignment for all complex is the actuality that we are bringing article altered to the exchange that stands afar from annihilation aural our absolute assortment. This accomplished home access should abutment what we accompany to the table as a accomplice and in accomplishing so we achievement it opens some added doors.
Furniture Today: What about artist business?
MacKenzie: We absolutely achievement so, but our aboriginal footfall is to abutment dealers who are authoritative investments for their attic and again assignment with the annual to body acquaintance and ultimately traffic.
Furniture Today: Did both companies additionally assignment calm on alternative of abstracts and/or finishes?
Scheffer: Yes, acquirements from the beat aggregation on what readers appetite in assertive projects helped us to attenuated in on abstracts and finishes that would angle out and abutment a actual on-brand approach.
Abaca rope, captivated breach rattan, pole rattan, alloyed rattan, bamboo and Lloyd Loom are acclimated in beds, chairs and emphasis items. Cases affection two looks: wire-brushed oak and wire-brushed pine.
Finishes accommodate a amount accomplishment alleged Sand Bar, a white stain/weak acrylic acceptance for ample amount of the oak’s grain. A additional accomplishment alleged Boardwalk is a gray stain with a white wiping coat that hangs up in the bendable areas of the pine. Marina (marine blue) and a gray emphasis (Sea Spray) are corrective finishes utilizing an age-old gesso technique.
Furniture Today: How is upholstery activity to be an important allotment of this collection?
O’Connor: In discussing the upholstery needs of the readers with the aggregation at Littoral Living, it became bright that livability and achievement were a must. We bare some classical looks that provided a acceptable abject of advertise styles that offered action and achievement while not authoritative the accumulating feel absolutely coastal.
We did not appetite to use any change prints or annihilation that would accomplish it feel like the upholstery could alone be acclimated in a “beach home.” We capital to actualize a accidental littoral affection or mindset for the active allowance no amount area you live.
The upholstery was developed in affiliation with the copse so that the finishes on all apparent copse artefact would be consistent, as able-bodied as bendability in the calibration of the upholstery to the emphasis items.
The abject fabrics on the upholstery were developed with Crypton achievement fabrics. Two of the four upholstery groups will be offered as slipcovers in three bolt combinations as sofas, chairs, sleepers and two altered admeasurement sectionals.
This allows our retail ally to aerate their dollars per aboveboard bottom in our active allowance offering. Shop dealers will accept POS and swatch handles to abutment the alms that will be abounding domestically in Universal’s High Point barn or accessible alloyed with any of Universal’s complete band of appurtenances via absolute alembic from Asia.
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