Jeep Home launches first upholstery at High Point Market
Featuring sofas retailing for $999 in fabric and leather
Furniture Today Staff -- Furniture Today, October 17, 2009
AT THE MARKET — Jeep Home, which markets a variety of products under the iconic Jeep brand name, is launching its first upholstered furniture line.
The line, which features sofas retailing for $999 in fabric and bonded leather, is designed to leverage the trustworthiness and durability associated with the brand name, said Duane Utt, vice president of sales.
"Jeep has a global presence that is huge," Utt said. "It's all about branding and marketing."
The sofas, which are built in Mexico, feature a lifetime warranty on the frame and foam, as well as fabric protection from Stoneguard. The line is being marketed under the "Live Without Limits" tagline.
Jeep Home's new showroom is space E-101, on the first floor of Union Square. The showroom also is displaying the successful Jeep line of office chairs, as well as prototypes for a second upholstery line called Jeep Conservation.
The Jeep Conservation line includes upholstered pieces built with Forest Stewardship Council-certified wood, soy-based foam and organic fabrics, Utt said.
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