“We really think we can reach a younger customer that we don’t have now,” Feuerhaken said. The company is reaching out to new consumer segments with the collection. It’s also an approach that sets the collection apart from the prints and patterns that are the staples of many traditional upholstery lines, Flexsteel’s included. The colors are textured and muted, an approach Lowell says keeps the furniture from becoming dated. There are more than 200 SKUs in the cover program. Each package offers eight fabrics, one leather and one faux suede.
Those are the kinds of pieces that Lowell had a hard time finding, and that’s one of the reasons why he wanted his own furniture line.Įach of the four major style categories - Town, Country, City and Shore - has its own set of color-coordinated cover packages. The collection brings some new pieces to Flexsteel, such as “backless sofas” that Lowell says work in tandem with other upholstery pieces.
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