Toray Ultrasuede (America), Inc. (TUA) announced that it will take a bold new step at the October High Point Market: the creation of Ultrasuede® Lounge featuring a wide range of furniture in Ultrasuede. The brand is partnering with some of the biggest names in the business to showcase pieces that convey the versatility and creativity of the world’s leading ultra-microfiber fabric.
The Ultrasuede Lounge at High Point is the second showcase for the brand at a major trade event, following the debut of a lounge at February’s MAGIC exhibition. According to TUA Executive Director Des McLaughlin, “Just as our presence at MAGIC allowed individuals in the fashion industry to experience multiple aspects of the brand, the Ultrasuede Lounge at High Point will display the versatility that characterizes our contributions to the furniture industry as a whole. Taken together, the lounges offer a complete picture of Ultrasuede as a luxury lifestyle brand that consumers experience 24 hours a day, from the clothes they wear to the transportation they take to the furniture they sit on.”
Open throughout the October High Point Market and located at Suites At Market Square, Space 1-620, the Ultrasuede Lounge includes pieces by American Leather, Century, Della Robbia, Elite, Leathercraft, Thayer Coggin, Vanguard and Weiman. American Leather’s Vivian sofa will highlight the latest addition to the Ultrasuede line-up: a groundbreaking new Polar White color that resists discoloration and staining, problems that have traditionally plagued microfiber fabrics. TUA recently developed a treatment to ensure that Ultrasuede Polar White remains pristine year after year.
According to Matthew Hayward, Vice President of Corporate Marketing for American Leather, “Contemporary furniture inherently has a clean, sophisticated appeal, and now with the new Ultrasuede Polar White upholstery, the color of cool, crisp design can also be easy to live on and care for. Shown for the first time on American Leather’s Vivian sofa, Ultrasuede Polar White brings a clean palette to any room that can be spiced up with the colors of the season. “
The creation of the Ultrasuede Lounge involves another first for the brand: a partnership with well known consultant Jane Matteson. Matteson worked with Ultrasuede color expert Gilda Miqueli to develop the palette employed by the furniture brands – a mix of vibrant greens and spice tones – and will be drawing on her many contacts in High Point and beyond to ensure that the Ultrasuede Lounge is on everyone’s itinerary in the course of the Market. On Wednesday, October 3, the entire Ultrasuede team will host a cocktail party that will transform the space into a “lounge” that is as dynamic socially as it is visually.
“This is a tremendously exciting time for Ultrasuede,” says Helen Corio, Ultrasuede Marketing & Sales Manager of Furniture. “For the first time, visitors to High Point can view all of the Ultrasuede-upholstered furniture in one eye-catching space instead of jumping from showroom to showroom. We know that they are going to be impressed with what they see – and we’re thrilled to have our own home base at High Point this year.”
About Toray Ultrasuede (America), Inc.
TUA is a subsidiary of Toray Industries, a $13 billion multinational company which is the worldwide leader in advanced ultra-microfiber technology and the inventor of the first ultra-microfiber. Ultrasuede is a registered trademark of Toray Ultrasuede (America), Inc. Additional information about Toray Ultrasuede is available at www.ultrasuede.com.
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