High-end producers concerned about marketplace confusion
By Furniture Today Staff -- Furniture Today, March 31, 2002
High Point — While it's unlikely that a $5,000 sofa covered in a high-end synthetic suede will show up on a retail floor next to an $800 sofa covered in one of the new woven microfiber suedes, many in the industry agree that confusion could arise in the marketplace about the differences.
Andrea Boragno, president and chief executive officer of Ultrasuede (America), has sincere concerns for the category.
"There are significant differences between Ultrasuede and the woven polyester suedes," Boragno said, "especially when we consider durability and easy care. These products are the result of a completely different technology and production process.
"We do believe that, in this market situation, to bring the right communication and information to the different points of the trade chain is absolutely critical. Beyond the necessary respect and protection from the unscrupulous player that the final consumer deserves," Boragno said, "we do believe that the lack of information about the huge differences among these products will shortly backfire and destroy a market that is showing a very interesting perspective of growth."
Ultrasuede took steps last year to address the issue of differentiation, Boragno said, with the introduction of "an unprecedented 10-year warranty to authenticate for the consumer the purchase of a superior product.
"Also, we have been offering to our customer and to major retailers the `Ultrasuede University Program' that is an educational program focusing on the properties of Ultrasuede. In addition, to improve the identification of Ultrasuede at the point of purchase, we are offering a kiosk and a number of improved marketing materials," Boragno said.
Sensuede, sold by American Silk Mills, is Pepsi to Ultrasuede's Coke. It's another high-end suede fabric available to upholstery manufacturers and goes head-to-head with its competition for market share in the furniture industry.
Both are from Japan. Both are high-performance, non-woven polyester microfibers produced by means of a high-tech entangling process that yields fabric with superior strength, durability, stain-resistance and cleanability.
"Sensuede doesn't have the name brand recognition of Ultrasuede, but it has a very loyal following among furniture manufacturers and our customer base is growing," said David Stunda, product manager for Sensuede at American Silk Mills. "Sensuede has a unique stain-resistancy that our customers prefer to Ultrasuede."
"We sell to people interested in actual quality, not just in a perceived quality. That's our customer," Stunda said, "someone who wants the best quality and the best performance – something that is luxurious yet practical, and we deliver on both of those."
Sensuede banks on an innovative approach to stand apart. Recent new developments include Flannelsuede, which features the look of heathered wool flannel with the benefits of high-end synthetic suede so it doesn't crock, pill, fray or fade; and Embossed Sensuede, offering three subtle tone-on-tone patterns in six top colors.
Also at the high-end is Novasuede, which is constructed of nylon and is the choice for several manufacturers as well.
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