Fans line up for Lowell's visit to Jordan's
By Clint Engel -- Furniture Today, June 17, 2002
AVON, Mass. — Geri Graham was first in a line of hundreds of people waiting at the entrance of Jordan's Furniture here to meet Christopher Lowell.
For years, she has been a big fan of the design guru and host of The Discovery Channel's "The Christopher Lowell Show." She can tell you about how Lowell gave her the courage to tackle a project that involved painting tissue paper onto the walls in her bathroom for a stucco effect.
She can tell you about her traditional Flexsteel sofa that's pretty close to one Lowell had on the set of his television show (but not part of the new collection he was pitching here).
"I try to watch him every day," said Graham, of Wareham, Mass.
What's so great about Christopher Lowell?
"He gives you the confidence to do things," she said. "He's just cool. He really is. And he has fun too."
Lowell, who is also the author of "Christopher Lowell's Seven Layers of Design," spent two hours at Jordan's some weeks ago, officially launching Flexsteel's Christopher Lowell Home Collection. He signed some 400 books and brochures, most with a big "U can do it!" before his name.
Jordan's store here is one of about 70 stores that have installed the Lowell program of upholstery and case goods. More than 170 more are committed, said Keith Feuerhaken, Flexsteel vice president of sales.
"Our people really love to sell the Flexsteel product," said Tony Moretti, vice president of merchandising for the four-store Jordan's. With the Lowell collection, Flexsteel has diversified beyond traditional into the contemporary and casual styles that sell well at Jordan's, he added.
For now, Jordan's has given Lowell five room settings of furniture, a kiosk featuring fabrics, a video presentation by Lowell and a display area for fabric swatches.
During Lowell's visit here, one fan after another came up for an autograph and to thank him. One said that because of him, she had the confidence to host regular tea parties in her home. Another fan expressed gratitude, but also disappointment over a certain shade of cream that was missing from the fabric selection.
Lowell's upholstery line emphasizes textures and muted colors rather than big prints and patterns. There are five sofa frame styles and 250 fabrics organized by four lifestyles — town, country, city and shore. One of his goals is to take the fear out of shopping and buying, and he thinks he has done it with the help of Flexsteel.
"You literally cannot make a mistake," he said. "It's like Garanimals for furniture."
Crowds are growing with each Lowell appearance, Feuerhaken said. More than 700 showed up at the Flexsteel Comfort Seating store in Indianapolis in May.
| Jordan's makes a contemporary statement in its atrium entrance with Modernair upholstery from Flexsteel's Christopher Lowell Home Collection. |
| Christopher Lowell, right, with big fan Geri Graham. |
| Ed Monaghan, left, Flexsteel; Tony Moretti, Jordan's Furniture, Avon, Mass.; Christopher Lowell; and Bruce Lauritsen, Flexsteel, during Lowell's visit and book signing at Jordan's. |
| A sign at Jordan's Avon, Mass., store announces Lowell's visit. |
