Decor-Rest To Expand Fabric Selection For Las Vegas Market

Furniture World News Desk on 7/24/2017

Decor-Rest recently announced that it will expand it's fabric selection for the Las Vegas Market

Decor-Rest Furniture began making its presence known in the performance fabrics space as the company kicked off its 45th Anniversary earlier this year, introducing a number of new silhouettes and fabric choices at the Winter Markets. Their offering grew in High Point and later this spring at the Toronto Market. By late July when the Summer Market opens, the Decor-Rest presentation will include 27 performance fabric selections in a variety of fashion-forward looks and textures.

According to J.R. Marzilli, executive vice president of the family-owned, North American furniture manufacturer, an increased concentration on the performance fabric category is a natural progression of the Decor-Rest business approach.

“Given our long-term focus on product innovation and quality construction, we have always been cognizant 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.”

Now, Decor-Rest is intent on ensuring consumers shopping store floors in the U.S. understand their 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.”

The centerpiece 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,” the executive 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, color-coordinated offering for a useful, eye-catching display that draws shoppers in and invites them to ‘play,’ ” Marzilli relates. “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.”

Included in new collateral offering are revamped hang tags, tear pad sheets and covers for fabric rings that reinforce the Decor-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,” the executive sums.

Buyers and press can explore the new program in the Decor-Rest Furniture showroom at Las Vegas Market, in space A554.