Klaussner's new venture
High-end Comfort Design debuts in April
By Larry Thomas -- Furniture Today, March 16, 2009
ASHEBORO, N.C. — Klaussner Furniture Inds. is launching a new company called Comfort Design that is set to begin production of upper-end leather and fabric upholstery at Klaussner's sprawling manufacturing site here.
The new company, headed by former Barcalounger executive Phil Cooper, will make its official debut at next month's High Point Market in a freestanding showroom at 311 S. Hamilton St.
The initial product rollout will include reclining chairs, stationary sofas and stationary sectionals, but Cooper said motion sofas and home theater seating are likely to be added in the future.
Starting price points for sofas will be $999 for fabric covers and $1,499 for leather, but he believes the bulk of the business will be $1,299 to $1.499 in fabric and $1,699 to $1,999 in leather.
“We want Comfort Design to be known for American-crafted products that are undeniably well-made, extremely fashionable and offer an exceptional value,” said Cooper, who spent 20 years at Barcalounger and was senior vice president of merchandising when he left the company last fall.
He said the new company will emphasize special orders that can be shipped in 30 days or less. Some 400 fabric covers and 100 leather covers will be available.
The furniture will be built on dedicated production lines at Klaussner's facilities in Asheboro, and Comfort Design will have a separate sales force in addition to its own showroom.
In addition to being assembled in North Carolina, Cooper said the product will use domestic components almost exclusively. He said the American-made aspect of the line will be a key marketing tool.
“Our American-crafted story begins and ends with quality,” he said.
Product features include steel seat boxes and steel-tied arms on reclining chairs, as well as cushions using 2.5-pound density foam — an upgrade from the 2-pound density used in most other high-end upholstery products, said Cooper.
In addition, most leather covers will be top-grain, and no vinyl will be used anywhere on the product, he said.
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