Home Furnishing International, LLC, New York, NY, the parent company of American Decorative Fabrics (ADF), Home Fashions International (HFI) and Westgate Interiors, announces the launch of a major marketing campaign under the Westgate brand. “Our company has expanded dramatically, and we feel the time has come to unify our marketing efforts under a single brand, Westgate,” explained David Li, CEO.
Unifying the company’s marketing and corporate identity under Westgate will emphasize Home Furnishing International’s vertical structure, Li pointed out. “Westgate has an incredibly rich history in the interior design and home décor industry, dating back to 1865 with its Payne Fabrics division, and currently sells to more than 40,000 designers and decorators throughout the country. We feel using the Westgate brand as our corporate identity will give us a more powerful presence in the industry and enhance our competitive strengths,” he added.
The company was founded in China in 1991, and currently owns and operates six weaving mills, one print plant, one dyeing and finishing facility, three finished product facilities, one trimming plant and a state-of-the-art, computer-aided design studio in China. The Chinese division, Shanghai Orient West, employs more than 2,500 people and currently exports decorative fabrics, apparel fabrics and finished home fashions to more than 65 countries.
Home Furnishing International entered the U.S. home décor market in 1995 with the formation of ADF, a decorative fabrics supplier to the furniture industry, jobber market and retail fabric trade.
The HFI division debuted in 2001, providing bedroom ensembles and window treatments to leading retailers in major channels of distribution including mass merchants, national chains, department stores, specialty retailers and catalogs. HFI added a decorative accessories division in 2005, expanding into decorative pillows, table linens and pet beds.
The company purchased fabric jobbers Westgate Fabrics and Payne Fabrics in 2004, extending its reach into the interior design, architecture, hospitality and contract markets.
HUNTER DOUGLAS ANNOUNCES TRIAD FALL PROMOTIONAL PROGRAM
Hunter Douglas, Upper Saddle River, NJ, has announced its 2006 fall promotional program featuring three components: a continuation of the Hunter Douglas Holiday Sales Event, a Child Safety Promotion timed to coordinate with Child Safety Month in October and an Energy Efficiency Program.
This integrated program is designed to attract consumers to aligned dealers this fall and winter with a combination of limited-time consumer rebates, compelling messages and a strong call-to-action that should effectively engage consumer interest and ultimately drive sales.
The Hunter Douglas Holiday Sales Event: Celebrate the Season, Celebrate the Savings runs from October 1 to December 15. Consumers are provided with a mail-in rebate form after they purchase one or more of the Hunter Douglas window fashions featured in the offer. Participating dealers will receive a merchandising kit that includes a TV commercial, radio and print ads, postcards and point-of-sale materials for use in promoting the savings to their customers.
The 2006 Child Safety Promotion ties in with Window Covering Safety Month and runs from September 15 to November 15, and offers a free upgrade to the LiteRise® cordless lifting system with a purchase of Duette® honeycomb shades. Dealer materials—including a poster, sell sheet, hang tags and print ads—are included in the kit.
To communicate the ways that Hunter Douglas window fashions can help reduce energy costs, the fall program kit also includes hang tags and full-color and black-and-white print ads with the energy efficiency theme.
LUTRON INCREASES ITS ROLLER SHADE COUPLING CAPABILITY
The Sivoia QED™ (Quiet Electronic Drive) controllable shade system by Lutron Electronics Co., Inc., Coopersburg, PA, now provides the ability to group multiple roller shade panels on one electronic drive unit for enhanced control and greater efficiency.
The Sivoia QED roller 200CW controls up to six shade panels from one electronic drive unit, providing all the same features and benefits as other shades in the Sivoia QED line, the company states. For commercial projects with large windows and banks of windows, this means installing multiple individual drives is not necessary and therefore, energy usage is reduced, it adds.
A single 200CW drive can operate a shade measuring up to 200 square feet, weighing up to 35 pounds. The system installs in a small 4.75- by five-inch pocket with minimal 1.5-inch, symmetrical light gaps on both the left and right sides of the shade.
GLEN OAK ADDS CUSTOM CLOSET COMPONENTS
Glen Oak Lumber & Milling, Montello,
WI, now supplies its customers in the window coverings industry
with professional-grade closet and storage system components in
addition to shutter components and specialty-shape shutters. As
of May 2006, Closet
Builder ™‰ precision-crafted components are manufactured for Glen Oak Lumber by Space-Metrics USA, LLC, a Glen Oak subsidiary located near the corporate headquarters in Wisconsin. In addition to the Closet Builder products, the company is offering a dealer training program.
“Closet sales are a natural fit with shutter sales—both require measuring and installation and a homeowner would love to be able to purchase both closets and shutters from the same supplier,” said Tom Talbot, CEO. “A number of our shutter component and specialty-shape customers are eager to capitalize on the emerging closet and home organization market,” he added.
Closet Builder components are produced in 3/4-inch thick thermofused melamine and are suitable for home or commercial use, the company states.
HANES INTRODUCES ENERGY SAVING DRAPERY LININGS
Hanes Fabrics, Conover, NC, has introduced a new laboratory tested
drapery program marketed as the TempAssure™ Lining Group.
This program was developed in recognition of the growing need to
conserve energy and reduce the high costs of heating and air conditioning
in homes and commercial area, the company states.
Through the TempAssure program, Hanes Fabrics now offers drapery linings that increase the R-value of a window up to 300 percent.
Tim Allen, marketing manager, explained that the company tested six combinations of Hanes Premium Drapery Linings and the results indicated that the added surface finishes and heavier construction of these linings, when used along with the drapery fabric, created additional areas of trapped air that prove to be of significant value in preventing thermal loss.
DECORATING PARTNERS EXPANDS SWAROVSKI CRYSTAL TRIM SERVICE
Decorating Partners, LLC, Sarasota, FL, has introduced a new service
for interior design professionals around the globe. Starting August
20, the company began offering designers access to its Swarovski
Crystal Trim service for window treatments. The company also announced
the launching of its new corporate Web site.
“Interior designers looking to differentiate their work from the competition use our custom-made Swarovksi Crystal Trim to dazzle their clients. Crystal trim is not only a novel idea, but something our clients absolutely adore,” said Diane Lane, president.
Samples of Swarovski Crystal Trim are available to qualified design professionals. Photographs of individual patterns are presented on the company’s new Web site: http://www.crystaltrim.com.
HICKORY HARDWARE CENTRALIZES OPERATIONS
Hickory Hardware™, Portland,
TN, is centralizing several of its functional operations into a
new facility in Nashville. The move is part of an overall investment
in operational efficiencies to deliver its customers best-in-class
service and to combat continued increases in costs of key commodities
used to manufacture the Hickory Hardware line of decorative and
functional hardware, the company states.
In addition to housing its corporate offices, the new premises will include a 300,000-square-foot distribution center, featuring a materials handling system designed and built by sister company FKI Logistex. The new distribution center is designed to take advantage of Nashville as a central location for the company's North American supply chain.
Hickory Hardware is a leading designer, manufacturer and marketer of decorative, functional and industrial hardware. It markets to the retail, wholesale distribution and OEM furniture and cabinetmaker industry.