Jeep launches upholstery line
Larry Thomas -- Furniture Today, November 2, 2009
HIGH POINT — Jeep Home, which markets a variety of products under the iconic Jeep brand name, launched its first upholstered furniture line at the fall High Point market.
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 marketed under the “Live Without Limits” tagline.
Utt said the company is continuing to market its successful Jeep line of office chairs and has plans for a second upholstery line called Jeep Conservation.
The Jeep Conservation line, which will be on display in Jeep Home's showroom at the April market, will include upholstered pieces built with Forest Stewardship Council-certified wood, soy-based foam and organic fabrics, Utt said.
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