Fairfield Unveils Two New Collections with Casual Lifestyle Appeal
Fairfield is taking a new approach to its Market introductions this Fall, focusing for the first time on showcasing two signature collections; “Casual Elegance” and “Rustic Modern.” Both include selections that appeal to the consumers’ desire for more casual living balanced with on trend style, strategically designed to give retailers the flexibility to create lifestyle room scenes or feature key pieces as accents.
“The idea boards for these collections were developed in collaboration with our diverse customer base, which includes single and regional stores, smaller boutiques, designers, and several of the top 100 retailers. We leveraged our unique capability for ‘mass customization’ to design and build these two distinct styles with carefully curated frame, finish and fabric choices that inspire today’s consumers’ desire for a more casual lifestyle and individuality of expression,” said Mark Craven, Fairfield President.
Casual Elegance is designed to resonate with the consumer who prefers a more traditional look but seeks fashion-forward colors, fabrics, and details that add lightness and a feeling of accessibility and easy comfort to her home. Extra touches like layered collages of fabrics in a soft palette highlighted with bursts of bright hues, new specialty finishes, contrasting welts, and custom hardware add a dimension of sophistication. Bench seat sofas and newly engineered super plush foam cushions encourage complete relaxation. Casual Elegance includes numerous choices in accent chairs, which Craven calls the “unique jewelry” that has special appeal to Fairfield’s wide range of customers. “Wood accent chairs provide finishing touches on an ensemble that allow a room to come alive, like jewelry and makeup complement a stunning outfit. They are attractive to our retailers because they raise the style quotient without a huge investment in inventory, and can be sprinkled throughout the store to add sparkle and interest.”
With Rustic Modern, Fairfield inspires the consumer who appreciates more structured, simple surroundings, by elevating the popular style to a warmer more organic plane, focusing on the appeal of natural wood grain, veined marble surfaces, and softly brushed nickel hardware. The modern angular lines are softened by fabrics that give the appearance of a hand woven or embroidered texture and deep cushions for cozy lounging comfort. Offered with several sectional, armless and modular seating options, Rustic Modern is designed for maximum flexibility of use. “We wanted to make it easy to change the configuration of a room, or to move them throughout the home to meet the shifting needs of a growing or downsizing family,” said Craven.
Casual Elegance and Rustic Modern will be introduced at the High Point Market, October 13 through 18 in the Fairfield Showroom at 200 N. Hamilton Street, Space 207. Breakfast will be served daily Friday through Wednesday between 8:30 and 10:30 am. For more information visit www.fairfieldchair.com or call (828) 758-5571.
Fairfield Chair Company, established in 1921 in Lenoir, NC, is a leading US manufacturer of top quality upholstered seating for home, office, and the hospitality industry. The company’s expert craftsmen include second- and third-generation employees led by a management team committed to the highest standards of quality, comfort, and value, supported by exceptional customer service. Fairfield has a showroom in Space 207 at 200 N. Hamilton in High Point, NC. For more information visit www.fairfieldchair.com or call (828) 758-5571.
SOURCE: Fairfield Chair Company