Décor-Rest scores with Julian launch
By Michael J. Knell -- Furniture Today, April 13, 2003
High Point — Designer Alexander Julian came to the Décor-Rest showroom here to assist in the successful launch of his upholstery collection from the Canadian producer.
Ron Penney, Décor-Rest's export sales and marketing manager, said the alliance with the well-known fashion designer would give a big boost to the company's growing U.S. business.
"We saw people come into the showroom that we've never seen before," he said. "The response was unbelievable. Those who came in were quite positive."
Julian said that until about a year ago he wasn't aware of Décor-Rest and didn't know owners Christina and Angelo Marzilli. He first saw their upholstery while visiting Schneiderman's Furniture in Lakeville, Minn., and was so impressed he asked Russell Schneiderman to arrange an introduction.
"One of their sofas looked like something I would have done," Julian said. "I really thought I had found a missing piece of my family tree. What they've been saying in the ads really is true — I have finally met my match."
Julian admitted his first two efforts to develop an upholstery line to accompany his successful case goods offerings at Universal didn't work.
"I have flunked upholstery twice, even though the pundits seem to think that because of my background in textiles, designing upholstery would be a shoo-in for me," he said. "I have finally found an editor in Christina. I show her which things I like and she shows me which ones are commercial. The only way I can do something good is for me to work with good people, and the people at Décor-Rest are a perfect fit for me."
A number of Canadian retailers have committed to the line, including DeBoer's in Toronto, Rooms International in Ottawa and Alberta Furniture in Calgary.
The initial offering includes five basic sofa silhouettes, three versions of a sectional and matching chairs, available in 70 fabrics and one high-end grade of leather. Several pieces are covered in a jacquard microfiber.
Target retails for a three-seat stationary sofa are US$899–$999 or C$1,299–$1,399, niches Penney believes bring great value to retailers and consumers.
Construction features include Décor-Rest's platinum coil spring system attached to a hardwood frame, and a soft deck created with a foam core. Shipments will begin in early June.
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