Aurora set to market Jeep office chair line
By Gary James -- Furniture Today, January 27, 2002
NEW YORK — Jeep Consumer Products is teaming up with Aurora Corp. of America to develop a collection of Jeep office chairs for home and office use.
Due to hit retail floors this spring, the chairs are expected to be sold through office superstores and other office furniture stores, as well as Jeep automobile dealers.
The product joins a growing lineup of Jeep licensed products, including Jeep mountain boards from MBS and diaper bags from Baby Boom Consumer Products.
"A commitment to innovative product development and great quality has been key to the success of Jeep Consumer Products," said Debra Joester, president and chief executive officer of the Joester Loria Group, the worldwide licensing agent for the Jeep brand.
"The Jeep chairs are incredibly comfortable, great looking and will allow consumers to bring the adventurous lifestyle of their Jeep vehicles into their office environment," she said. "We expect Jeep seating to be extremely well received at retail."
The initial offering will include four styles in a variety of colors and materials, including canvas, virgin wool and Spanish cowhide leather. Retail price points will range between $299 and $599.
Each Jeep seat will feature 3.5 times the cushioning density of average office chairs for maximum comfort, a 10-year warranty, a money-back guarantee and a special sticker detailing the "body" and "suspension system" of the chair, much like stickers found on vehicles at auto dealerships.
"Our market research tells us that the foremost concern when consumers are looking to purchase an office chair is comfort, so we pulled the driver's seat right out of a Jeep Grand Cherokee Limited and designed it as a free-standing chair," said Herman Chang, president of Aurora Corp. of America. "With its reputation for durability, comfort and style, the Jeep seat is a perfect fit for the office environment."
A division of Taiwan's Aurora Group, Aurora Corp. of America will handle the U.S. distribution of Jeep's new office seating line.
Aurora Group is a business products manufacturer and distributor with a presence in more than 75 countries. In addition to furniture, it produces office automation and calculation products.
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