Brownstone launches upholstery line
Partners with L.A.’s J. Marshall Designs
Gary Evans -- Furniture Today, July 15, 2008
SAN FRANCISCO — Case goods importer Brownstone Furniture has formed a partnership with Los Angeles upholstery maker J. Marshall Designs to launch an upholstery line called Benchmade by Brownstone.
Jason Chauncery, founder of J. Marshall, will be president of Brownstone Upholstery.
The new Benchmade by Brownstone line will include 10 contemporary frames with about 60 fabric and leather options in price points that start at $1,199 retail.
J. Marshall will continue as a separate upholstery line, generally at higher price points than Brownstone. It will offer 14 introductions in Las Vegas, focusing on traditional silhouettes starting at $1,799.
Both lines will be shown in Brownstone’s expanded 8,000-square-foot showroom in the World Market Center, A-100, during theLas Vegas Market and in October at the High Point Market.
“We are very excited to expand Brownstone’s product assortment to include upholstery, and we look forward to using the resources and experiences gained through our partnership with J. Marshall Designs,” said Reed Kingsley, vice president and co-founder of the seven-year-old Brownstone. “The cornerstone of the Brownstone brand is to offer top quality fashionable furnishings at an affordable price point, and we have designed our upholstery line to exceed those standards.”
J. Marshall’s looks coincide with Brownstone’s and some of their customer base overlaps, according to Kingsley.
“They’re technically separate companies but we’ll be showing the two lines together. And we have the same craftsmanship at a value price,” he said.
The new upholstery line’s price points correspond with Brownstone’s case goods. And with the company now able to offer bedroom, dining, occasional and upholstery, retail galleries are in its future, he added.
“This is why we created this upholstery line — so we can offer the whole gamut,” Kingsley said. “Our line has become that much more extensive.”
Brownstone sells accounts that range from boutiques to large independents and is the exclusive vendor to one Top 100 account, according to Kingsley.
The new Las Vegas showroom was designed by San Francisco designer Steven Miller and features floor accents and modern design elements. Kingsley said the company is committed to the continued growth of the Las Vegas Market, and said the added space will allow it to showcase a wider assortment of the company’s products.
