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Brentwood debuts Couture

By Michael J. Knell -- Furniture Today, March 4, 2007

Toronto — Normand Couture has designed his first upholstery collection since leaving the Sofas International division of Shermag some 20 months ago.

The Not So Classic Collection, from stationary upholstery producer Brentwood Classics, has 10 key pieces, including multi-purpose and interconnected sofas and ottomans, chairs and loveseats.

Sofas range from C$999 to C$1,799 retail, and the contemporary collection aims to appeal both to a rural clientele building showcase country homes, and to urban professionals looking for comfort and good design.

The collection debuted at the January market here.

"I aimed for the open-minded consumer who is ahead of the curve when it comes to design," said Couture, whose accomplishments include a string of design awards in Canada and the United States.

He tailored the Not So Classic line to appeal to the typical Brentwood Classics consumer, who is more traditional-minded.

Guy Sisto, owner and president of Brentwood Classics, said, "I have always wanted to explore the contemporary look at a deeper level. Of course, I knew Normand Couture. Who didn't! But I also knew he could be out of the box, and I wasn't looking to step too far out."

Retailer response in Toronto indicated Couture hit the mark with Not So Classic, Sisto said.

A number of retailers who hadn't shopped Brentwood in three years came in and bought the Couture line, he said.

The designer, who was in the Brentwood showroom during market, recounted purchases by more traditional retailers who normally wouldn't give his work a second glance.

Couture and Sisto were brought together by two sales representatives, and quickly agreed to work together.

Sisto said he couldn't be happier with the results the brief courtship produced.

Couture lauded Brentwood as a "proudly Canadian" company that stands by its products, and Sisto "for his ability to embrace my vision in bringing upholstery to another level."

"We've only just got started working together," said Sisto.

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