Building on a business platform that presents a combination of competitive advantages, a newly established stationary and motion upholstery company, manufacturing in the U.S., will present its first offerings this High Point Market at its new showroom in the high-end Hamilton Street district.
Comfort Design, the new enterprise, announced that it will connect with key consumer touch points by presenting unusually comfortable, persistently durable, classic and fashion-forward designs constructed with superior quality materials – all crafted start to finish in America by skilled furniture artisans.
Adding to Comfort Design’s points of distinction is a business model that ensures quick delivery for its all-custom lineup with highly competitive, value-conscious pricing.
“Comfort Design will fill many current market needs,” explains long- time industry veteran, Phil Cooper, who is Executive Director of the new company. “Comfort is our first name, and as such is the most integral part of our product promise. Design is second, but no less important, both in terms of aesthetics and with respect to all aspects of our product, from our detailed, hand-crafted construction process through our raw materials and components.”
“Our American-crafted story begins and ends with quality,” Cooper continues. “For us, great quality furniture begins with a superior foundation. The Comfort Design difference in its motion products starts with steel-reinforced wood, including steel-tied arms and steel seat boxing to support our framing.”
The steel Comfort Design uses, as well as its related motion mechanisms are, likewise, made in America. The company’s emphasis of the highest quality seat and back fillings is another notable difference, from its 2.5 density, 20-lb. compression, high-resiliency foam to its ‘bagged’ fiber-backed partitions that ensure an appealing and long- lasting showroom-quality appearance.
“Essentially, Comfort Design will offer retailers the ‘brick homes’ of the industry,” Cooper states. “By that I’m suggesting both our designs and the furniture itself will stand the test of time. In the end, Comfort Design will be known for American-crafted products that are undeniably well made, extremely fashionable and offer an exceptional value.”
The company anticipates its upholstered goods having a high appeal with multi-income families, business professionals and more mature shoppers who are willing to spend the extra dollars for tangible improvements in every aspect of a product, from careful styling and design, through superior, all-over comfort plus lasting durability and product integrity. The company boasts, however that the difference in Comfort Design’s product, is that the extra dollars do actually equate to a superior product. Retail price points for motion chairs begin at $599 for cloth and $899 for leather. For stationary sofas retail prices start at $999 for cloth and $1,499 for leather.
Shoppers and retailers can expect consistent, 25-day shipping turn- around for Comfort Design’s 100% custom-order line, which includes approximately 75 styles with 400 fabric and 75 leather options for the company’s initial Spring 2009 launch.
Collections will cover the entire design spectrum, from classic lines and traditional patterns to more contemporary styling. “We’re catering to real lifestyles and life passages, from families with small children and young professionals through empty-nesters,” Cooper explains. The financial stability of Comfort Design is as sound and solid as its business model. “We’re backed 100% by one of the largest U.S. home furnishing manufacturers,” Cooper says of parent company Klaussner Home Furnishings, based in Asheboro, NC. “The fact that Comfort Design is launching during a recession says a great deal about the belief our parent company has in our company vision and business strategy.” As a separate company, Comfort Design will operate, in all facets including dedicated manufacturing facilities, independently from Klaussner Home Furnishings.