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New Designs for Comfort handling Variér

By Gary James -- Furniture Today, February 9, 2009

NEEDHAM, Mass. — New Designs for Comfort, a new company headed by former furniture retailer Edward Miano, has been named the exclusive North American distributor for the Variér line of Euro-contemporary seating.

Formerly part of Stokke, a Norwegian producer of ergonomic and youth furniture, Variér was split off as a separate company in 2006. Lacking distribution in the United States, the product still had strong interest from consumers and retailers but was perceived as difficult to obtain, said Leanne Hersey, assistant marketing director for New Designs for Comfort, which also will operate under the name Variér USA.

“Many American retailers weren't sure how to order the line,” said Hersey. “This is where Variér USA comes in. We are enthusiastic about this line and have made a commitment to support brick-and-mortar dealers here in the U.S. We are committing to routine container shipments and are stocking quick-ship colors in the U.S.”

She described the Variér line as “eco-friendly, ergonomic and highly comfortable.”

Miano was formerly in business with his sister, Luanne, who owns and operates Backcare Basics in Needham, Mass.

Variér USA isn't showing at the Las Vegas Market this week but plans to exhibit at the September show. In the meantime, it will show at the High Point Market in April, the International Contemporary Furniture Fair in New York in May, and the NeoCon contract show in Chicago in June.

Variér's chairs are produced in Norway using mostly fast-growing beech hardwood and wool-based fabrics. Some cherry and walnut veneer, and leather and synthetic covers, also are used.

The factory generates heat from sawdust and waste wood materials, and the chairs are designed to be shipped in flat boxes.

The best-known Variér model is the Variable balans kneeling chair, designed in the 1970s by Peter Opsvik. Curvy and playful, the chair is designed to provide comfort while reading, eating or relaxing, offering users a range of sitting positions. The Variable was popular in the 1980s, selling an average of 1,000 units per month.

“We are excited about the prospects of reintroducing this iconic chair to the U.S.,” said Hersey.

Variér's Web site describes its design philosophy this way: “If humans move in a natural way, even when sitting, the body will feel better and possibly also last longer. This is why movement and variation remain the most important thing in everything we produce.”

According to Hersey, a number of chiropractors and yoga instructors recommend Variér chairs for their correct seat positioning and regard for health and well being.

Today, the Variér line features pieces ranging from bar stools to recliners and children's chairs. Recent introductions include Peel, a modern chair inspired by the organic shape of a falling orange peel, and Penguin, a laminated shell chair.

Retail price points on the line range from $395 to $5,500.

Variér USA currently distributes Variér seating to a diverse mix of stores in North America, including Scandinavian design specialists, back care and wellness stores, office supply stores, furniture stores, children's boutiques and contemporary design specialists.

Retailers currently carrying the line include Backcare Basics; 2 Danes in Nashville, Tenn.; A.I. Friedman in New York City; Sólás in Bayside, N.Y.; Century House in Madison, Wis.; Danish Interiors in Indialantic, Fla.; Viking Trader in Berkeley, Calif.; Egbert's in Seattle; and Etagere Interiors and Scandia Furniture in Edmonton, Alberta.

The company is looking to expand its distribution in the United States and Canada.

As part of an effort to forge close relationships at retail, Variér USA is inviting dealers to suggest marketing initiatives that would be helpful in building business.

“We are looking to allocate our resources toward initiatives that will directly benefit our dealers,” said Hersey, who can be reached at lhersey@newdesignsforcomfort.com. “We recognize that dealers are our customers and partners, and we want to do whatever we can to drive foot traffic through stores and create awareness and buzz among the public.”

Variér USA warehouses Variér product in Norwood, Mass. It offers quick-ship service on most orders, and also works with customer-specified fabrics.

The company also has started running ads in Dwell and was chosen to furnish the magazine's booth at the Greenbuild show in Boston in November.

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Variér furniture has new distributor

Jan 13, 2009

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