Shuford Mills pushes Outdura sales
Susan M. Andrews -- Furniture Today, February 25, 2007
Hickory, N.C. — Aiming to grow its six-year-old Outdura performance fabric brand in the furniture industry, Shuford Mills has added several industry veterans to its sales organization and has extended its warranty to five years.
Natalie Scott has joined Shuford as vice president of customer development, a new position, and will provide strategic direction for the casual furniture segment, both indoor residential and outdoor. Scott previously was national sales manager at Cone Jacquards.
Joining the company as sales representatives are Clayton Brown, agent in the West region; Gene Schwartz, Southwest; Steve Blumenfeld, Northeast; and Johnny Jones, Southeast and Central. They will report to the team of Scott, C.P. Davis, president, and Jeff Jimison, vice president.
"We want to create a consumer-recognized brand," Scott said, "and the key to that is having a 100% solution-dyed acrylic product that tells the outdoor performance story while featuring fashion-forward designs and colors."
Outdura performance fabrics are designed by D2, operated by Karen Williams and Brenda Bost.
Shuford also has invested in a Suzuki sampler warper, set to go online in March at its facility here. The equipment will allow the company to react quickly and "let us do more customer-driven specials," Scott said.
David Rivers, director of operations, said the new equipment "will speed the weaving process dramatically and allow Shuford Mills/Outdura to process sample runs more efficiently."
Through Dolan, Shuford's German supplier of acrylic fiber, the company recently completed re-testing its solids and plain weave stripes to establish their durability to 50,000 double rubs. As a result, the company has extended its warranty from three years to five, which Scott said is an industry first.
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