Brentwood launches Seldon line
By Michael J. Knell -- Furniture Today, January 1, 2006
Toronto — Brentwood Classics has launched an upholstery line created in collaboration with well-known Canadian designer, writer and TV personality Kimberley Seldon.
She is decorating editor of Style at Home, a Canadian shelter magazine, and a regular contributor to the Toronto Star newspaper and Home Envy, a consumer-focused Web site. She also hosts "Design for Life," a TV series syndicated in 65 countries.
"We're aiming the line at the urban, midrange consumer," said Guy Sisto, president of the stationary upholstery maker. He added that the Seldon line will open new market niches for Brentwood and let the company broaden its line to higher price points, opening at C$1,499 for a three-seat sofa.
Sisto and Seldon stressed they wanted to create a made-in-Canada collection.
"I'm not going to put my name on a line of furniture made in China," Seldon said.
"The industry is being beaten up by the imports, so we have to reinvent ourselves," Sisto added. "What's worked in the past 10 years won't work over the next 10."
He said the line would be merchandised in a gallery format, the smallest 1,000 square feet with six styles. The first galleries are expected to open early in the year, with Stoney Creek Furniture in Stoney Creek, Ontario, and Ormes Furniture in Ottawa among the first retailers.
Brentwood will show the product at the Toronto market, Jan. 14–17.
Kimberley Seldon for Brentwood Classics includes the Raleigh collection, a traditional group featuring sensuous curves and rich fabrics, and the more contemporary Cooper collection, with sleek lines and chic styling.
Each collection has four frames. Groups include sofas, chairs, loveseats, occasional chairs and benches in more than 100 fabrics, from linens, velvet corduroys and chenilles to cottons. With solid-maple frames, the line offers 2.6-pound foam core seats, no-sag construction and feather accent pillows. The opening price point is C$1,499 for a three-seat sofa.
Leather covers will be added, Sisto said, and retailers will be able to offer COM options.
Seldon said the collection took nearly a year to develop.
"My task was to create furniture at an affordable price point," she said, adding the fabrics should have wide consumer appeal. "These are fabrics that I know, that I work with all the time," she said. "There are no wild and crazy choices."
Sisto said he's already planning to expand the line, with three new styles on the drawing board. Seldon said, "I'd like to see case goods and lighting added to the collection, but I want everything to be made in Canada."
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Brentwood launches Seldon line
Jan 6, 2006
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