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Coaster unveils all-leather line

By Joan Gunin -- Furniture Today, April 18, 2004

HIGH POINT — Premier Leather by Coaster, a dedicated all-leather upholstery program from Asian importer and distributor Coaster, is launching at this week's market.

The collection — targeting sofa retails of under $1,000 — will be marketed separately under the Premier Leather by Coaster label.

Coaster has had leather seating in its line, but the newly developed Premier program is more focused and uses better goods, said Sam Contreras, product manager for Coaster.

"We are stepping up the value and the looks beyond their price points," Contreras said. "We had to first understand the product and then educate our factory about standards, seating pitch and general uniformity.

"We view ourselves like a retailer," he added. "With 6,000 active dealers, we need a wide variety of choices, from traditional nailheads to contemporary track arms to wood trim, transitional looks and even a new bycast frame with contrast piping."

In addition to stationary, motion, recliner, sectional and home theater entries, Premier will offer promotional three-piece sets at $999 retail as part of a container program.

Most of the more than 40 styles in the program are married, yet Premier allows some flexibility. Contreras said the company will run exclusive leathers for a direct container program.

All the leather seating items are stocked at Coaster's seven warehouses nationwide.

"A customer may choose to utilize us as their warehousing center," Contreras said.

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