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Standard delays Ireland leather program

By Joan Gunin -- Furniture Today, March 31, 2002

Bay Minette, Ala. — Standard Furniture has postponed the launch of its Kathy Ireland leather upholstery program.

"We weren't satisfied with the prototypes," said Don Mecke, Standard's vice president of sales and marketing, who announced the program at the San Francisco market in January. "It's still a work in progress. We have to work with the factories (in China) before we're there."

Standard's case goods portion of the Kathy Ireland Home Collection, including bedroom, dining and occasional, will debut as scheduled at the April market, as will fabric upholstery from Style-Line.

The midpriced, imported Ireland leather will be Standard's first upholstery line.

While a timetable hasn't been set, Mecke expects to introduce Ireland leather within the next 12 months — but not necessarily at a market. Rather, the launch will occur "when we think we have something that really makes sense to people in the United States and that our dealers need and want," he said.

"We need a 'wow' factor," Mecke added. "We need to be differentiated with our offering. We are not interested in being in the game just to play in the leather arena. Our emphasis is on show wood."

The collection will feature exposed wood that correlates with Standard's bedroom and living room groups.

The leather line is set to target retail sofa prices of $599 to $1,499 and will be shipped from warehouses in Alabama or Los Angeles, or container-direct from China.

Mecke said Ireland and her company, Kathy Ireland Worldwide, support the postponement.

"We remain very committed to our leather program," said Ireland. "We feel more time is required to assure the products are providing solutions for families."

She will visit the Standard and Style-Line showrooms during the April market.

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