The World Of Technology Comes Home: Storehouse Microfiber Fabrics Clothe Your Favorite Chair And Sofa

Furniture World Magazine

Microfibers have it all. They are finer than silk, five times more wear and tear resistant than natural fibers, water repellant, and wrinkle resistant on top of all of that. The crossover of microfibers into upholstery was inevitable. "Four years ago it was brushed, washed cotton. Two years ago it was chenille. Today, microfiber fabrics are the rage for upholstered furniture," says Dixon Bartlett, senior vice president of merchandising and marketing for Storehouse Inc. "Microfiber is definitely the fabric of the moment." For centuries, silk set the standard as the finest, and therefore softest, natural thread known to man until microfibers made their debut in 1986. The extremely thin but very tough filaments are twice as fine as silk and 60 times finer than human hair. Embraced for everything from apparel, sports and leisure wear to lens cleaners, super fine filters and medical applications, microfibers have zeroed in on upholstery fabrics. "It's easy to care for. It's hard wearing. It's stain resistant, and it holds color better than most other fabrics," Bartlett says. "And, it feels wonderful to the touch." Indeed, that's what consumers are looking for when it comes to furniture for their homes. "Fabrics today must be inviting, tactile and easy to care for," Bartlett says. "Gone are the days when ladies sat perched on the edge of pristine sofas balancing teacups. People today want furniture that goes beyond decoration. They want beauty and comfort and durability." Most microfiber fabrics for upholstery are woven as solids in a full range of colors, ranging in texture from heavy handed faux suede to fine silk-like texture. Moving past fabric fiber content, there is a strong preference for solid colors with interest added through weave or texture. Neutral colors provide a backdrop for a spectrum of reds, from burnt orange to russet to garnet. Even bright orange and hot pink turn up as accents for deep, dark chocolate. Along with solids, "look for lots of multi-colored mini stripes on accent seating, pillows and even lamp shades," says Caroline Hippie, Storehouse president. "Floral fabrics are popular if they appear timeworn, if they are soft and highly washed. We're even seeing a bit of a comeback of plaids." Slip covered upholstered furniture remains popular, but it has evolved into a more tailored look, Bartlett says. "The real come-back kid, across the board, is the sectional." From sleek contemporary to traditional overstuffed styles, sectionals work well in great rooms and home theaters with large screen TVs. "Their multiple configurations make sectionals adaptable to nearly any room," Bartlett says. "Of course the biggest trend in furniture continues to be individual choice," says Hippie. "That's why we offer 500 fabric choices - all at the same price. "There's nothing more frustrating than finding a sofa you like, thumbing through the fabrics, falling in love with one, then finding out that particular fabric will substantially increase the cost of the sofa," she says. "At the new Storehouse, you can look at the sofa and know that is the price, no matter what fabric you choose." The retailer does offer another 250 fabrics that are graded and vary in price, but most customers choose from among the 500 standard fabrics. "Furniture shopping should be easy and enjoyable, and purchases should be a little bit emotional," Bartlett says. "You shouldn't have to pull out a calculator to decide between the price of your favorite sage chenille and your second choice cranberry velvet. You should just be able to choose the one you love." The new Storehouse Inc. offers a sophisticated and eclectic blend of unique furnishings for every room of the house. The specialty home furnishings retailer is known for its distinctive collection of upholstery, dining, bedroom, and home office furniture with styles ranging from contemporary to classic. With an extensive in-stock program, 500 upholstery fabrics all available at one price and multiple special order options, the new Storehouse is positioned to respond quickly to its customers needs. As a full-line home furnishings retailer, products include a wide range of furniture, home accents, accessories, wall decor, lighting and rugs for the living room, den, dining room, bedroom and home office. Through its home furnishings catalog, web site and 63 stores located in upscale village centers throughout the Southeast, the Mid Atlantic and Texas, Storehouse is available nationwide. A subsidiary of Rowe Furniture Corp., Storehouse is based in Atlanta with distribution centers in Atlanta, Houston and Laurel, Md.