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Thomas Russell

Somerton Dwelling's new High Point space has environmental theme

HIGH POINT — Case goods resource Somerton Dwelling is opening a new showroom here at the October High Point Market that aims to capture its emphasis on environmentally friendly products.

The 17,000-square-foot space, designed by Affordable Design Solutions CEO Connie Post, is in C-1156 of the International Home Furnishings Center.

Formerly known as Somerton Home Furnishings, the company announced this past spring it was repositioning itself as Somerton Dwelling to appeal more directly to younger consumers. It first showed its line under the new brand at the summer Las Vegas Market.

Post has developed a showroom with an environmentally conscious presentation that includes the company's use of all water-based finishes as well as recycled and natural fabrics on upholstery pieces that complement its case goods line, officials said.

"Going forward, where there's an opportunity to practically do what is environmentally friendly, we will embrace whole heartedly," said Rita Ho-Bezolla, CEO and president of Somerton Dwelling. "Connie has created an exciting entrance to our showroom with a curvilinear design that naturally welcomes you to our eco-positioned brand."

"Working on this product with an almost all-female team lets me push the boundaries in product presentation and actually show how to appeal to this younger consumer," Post said. "The home furnishings industry agrees that the big majority of decision makers for buying furniture are women, and women know how to talk to women."

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