Décor-Rest to expand performance fabric offerings at LVM
LAS VEGAS – Stationary upholstery specialist Décor-Rest will expand its performance fabric offerings while introducing a new retail display wall when the summer market opens at the World Market Center here on July 31.
The Toronto-based producer kicked off its 45th anniversary year this past January by introducing the category at the winter edition of the Las Vega Market earlier this year.
According to J.R. Marzilli, executive vice president of the family-owned furniture manufacturer, this increased concentration on the performance fabric category is a natural progression of Décor-Rest’s business approach.
“Given our long-term focus on product innovation and quality construction, we have always been cognisant of trends that elevate product, particularly in terms of durability and wear,” Marzilli says. “The fact is that long before performance fabrics began to gain ground in the U.S., most European upholstery fabrics were considered performance quality by U.S. standards, simply due to Europe’s more stringent regulations. As a company with an Italian heritage that adheres to ISO quality standards and serves an international customer base, this means that we have always held our fabric suppliers to higher standards.”
He added Décor-Rest wants to ensure consumers shopping furniture floors across North America understand the company’s superior quality story.
“Although performance fabrics are not yet the standard in the U.S., consumers are proving they are willing to pay more for furniture upholstered in performance fabrics,” says company co-founder Christina Marzilli. “Demographically speaking, it’s no secret that the number of pets in America has exceeded the number of children in U.S. households in recent years and shoppers are hungry for stylish furniture designed to stand up to all their family members, including the furry ones.
“As our sales in the performance fabric category began increasing on the floors of leading retailers across the country, we identified an opportunity to stand out by creating new collateral and marketing tools that helps educates shoppers and make it easy for salespeople to convey key features and benefits,” she continued.
The centre piece of the new program is a wall-sized retail display featuring all 27 fabric swatches. “Each swatch is a generous 54 inches by 36 inches,” which enables shoppers to really envision what the fabric would look like on a frame,” Marzilli says. “We know that the number-one reason that consumers fail to buy is the fear of making a costly decorating mistake. The ability to drape and tuck fabrics over cushions, arms and accent pillows helps them make buying decisions easier and faster.”
Each fabric swatch is serged and features a grommet at the top left, and is clearly labeled at the bottom right. “We’ve created a well-blended, colour co-ordinated offering for a useful, eye-catching display that draws shoppers in and invites them to ‘play’,” she adds. “The program also takes all the guess-work out of the equation for buyers, who don’t have time to be running from showroom to showroom at market trying to put together a great performance fabric package.”
Also included in new collateral offering are revamped hang tags, tear pad sheets and covers for fabric rings that reinforce the Décor-Rest brand and key educational messages touting a new era in style and outstanding fabric performance. Besides features like stain resistance, durability and the fact that the fabrics are easy to clean, messaging also focus on breathability and softness.
“We think it’s important for shoppers to understand that they don’t have to sacrifice a great hand and long-lasting comfort,” she said.
During the Las Vegas Market, Décor-Rest maintains a permanent showroom in space A554.