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Flexsteel integrating Wynwood into upholstery and occasional lineup

Strategy positions company as ‘whole home’ source

DUBUQUE, Iowa — Upholstery and case goods resource Flexsteel Inds. announced it will integrate its Wynwood case goods line into the Flexsteel upholstery and occasional lineup.

Known as the Flexsteel Wynwood collection, the blended lineup will allow Flexsteel to position itself as a “whole home” supplier of bedroom, dining room, home office, occasional and leather and fabric upholstery.

The company said the move will strengthen and diversify the Flexsteel brand and expand its presence in the marketplace.

“We are confident that the integration of Wynwood merchandise into the Flexsteel product portfolio will be of great value to our customers,” said Lee Fautsch, senior vice president of sales for home furnishings. “We are prepared to represent, service and deliver the Flexsteel Wynwood collection with the same level of expertise that our customers have grown to expect from Flexsteel.”

The new collection will be officially unveiled at the Las Vegas Market, which takes place July 27-31.

The company said Flexsteel’s current sales force will service the collection and that all products will be delivered on Flexsteel trucks.

The collection also will feature its own catalog, merchandising and marketing materials.

A revamped Wynwood line will be introduced in October at the High Point Market. It is produced by Flexsteel subsidiary DMI Furniture.

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