Some manufacturers opt for different terminology
Joan Gunin -- Furniture Today, February 10, 2008
High Point — Ashley is the latest source to offer a bonded leather cover, joining such companies as Klaussner, New Generations, Palliser and Southern Motion.
Ashley rolled out its new bonded product at last month's Las Vegas Market. When reminded of the provocative ad campaign Ashley waged last year denouncing would-be leathers — themed "Caveat Emptor...Buyer Beware" — President Kerry Lebensburger said the company was not against the product per se but rather the idea of calling such a product "leather."
Following a precedent set five years ago when it opted to call its polyurethane covers DuraHide, Ashley has dubbed its new bonded product UltraHide.
"We found the use of the word (leather) deceiving," Lebensburger said. "We were not against the product or the durability, but found the marketing of it as almost lying to the consumer. We have enough problems with polyurethane that people think is leather."
When naming its latest Chinese-made covering, Ashley decided not to use the word "leather" in the name at all.
"The minute you do that, I'm expecting some version of leather/match." Lebensburger said. "With UltraHide, we are confident we are not misleading consumers.
"To us, it's a blended fabric," Lebensburger added. The contents are listed on the back of each hangtag.
As part of the Las Vegas launch, Ashley introduced three generously sized stationary frames and one motion entry. In addition, Ashley added new 100% polyurethane DuraHide covers "at prices the same if not higher than UltraHide," as well as new all-leather and leather/match upholstery.
The polyurethane DuraHide frames feature nailheads and other design details. "We have not given up on DuraHide," he said. "People still have preferences for a better look and a much better hand."
Palliser added its own "leather/textile hybrid" (a bonded material on a cotton back) called Nupelle at recent shows in Winnipeg, High Point and Toronto. "It is gaining acceptance," said John Phillips, executive vice president of sales, upholstery.
"Retailers were split at the start," Phillips said, "while others saw great value, and that seems to be outweighing the doubts. Dealers were cautious but it is now getting traction."
The retailers who took the product early are coming back for more, Phillips added. "Dealers are showing as many as three, four and five frames."
Palliser offers a total of 12 transitional and contemporary frames in Nupelle covers, priced from $390 to $425 retail — and higher for motion.
"We chose to position it as a value proposition," Phillips said. "We are trying to be creative. We don't want to use splits all over or to mix top grain and splits. With Nupelle, there is no color discrepancy. It offers good consistency and a good hand.
"Many people look at it and, until they touch it or we tell them, they don't know it's not leather," Phillips said. "It looks like tipped leather."
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