Flexsteel, Welsh partner to launch brand in the U.K.

Cindy W. Hodnett -- Furniture Today, March 11, 2013

Roger Freeman, left, Flexsteel; Stephen Hampton, CEO of Belfield Furnishings and Westbridge Furniture; Paul Islip, Westbridge; and Chip Piekenbrock, Flexsteel, tour the Westbridge U.K. operation.DUBUQUE, Iowa - U.S. manufacturer Flexsteel Inds. is partnering with Westbridge Furniture Designs Ltd., a Welsh upholstery producer, on a product line for the United Kingdom called Flexsteel Lounge.
     A representative for Flexsteel said the line will have 12 collections, each with numerous SKUS and options including wood finishes, cushion options, and fabric and leather selections. All will include Flexsteel's blue-steel seat spring unit.
     Flexsteel and Westbridge launched the line in January at the Interiors UK 2013 show in Birmingham, England. Working models of Flexsteel's signature blue-steel seat spring were also on display.
     "At Flexsteel, we always say quality begins on the inside, and it starts with our lifetime warrantied, blue-steel seat spring," said Lee Fautsch, vice president of sales - home furnishings for Flexsteel.
     "It's always been our USP - unique selling proposition. And now we're taking it across the Atlantic Ocean," he added.
     Westbridge Furniture was founded in 2004 as part of the Belfield Group of Companies headquartered in Holywell, Flintshire, Wales. The company sells to independent furniture retailers and high-end department stores throughout the United Kingdom, marketing three levels of upholstery goods - Westbridge, Flexsteel Lounge and Spirit.
     Westbridge said that the style, scale and cushioning components are designed to meet U.K. customer preferences and European industry standards on fabrics and foam.
     Steve Hampton, chief executive of Belfield Furnishings and Westbridge Furniture, said his company wanted to partner with Flexsteel based on the company's quality standards and reputation for durability.