Flexsteel Industries, Inc. Expands the Brand to the UK with Westbridge Furniture
Flexsteel Industries, Inc. (NASDAQ: FLXS) an Iowa-headquartered
upholstered furniture manufacturer and marketer, has joined forces with
Wales-based Westbridge Furniture Designs Limited, to bring Flexsteel’s
brand of quality American engineering and construction to the United
Kingdom.
Flexsteel and Westbridge associates tour the Westbridge, UK operation in January, just prior to attending the INTERIORS 2013 trade show at the NEC in Birmingham to premiere the Flexsteel Lounge line. (L to R): Roger Freeman, Manager of Retail Development - Flexsteel; Stephen Hampton, Chief Executive - Belfield Furnishings and Westbridge Furniture; Paul Islip, Managing Director - Westbridge Furniture; Charles Piekenbrock, Director of Marketing - Flexsteel. Picture taken January 2013 at Westbridge Furniture offices in Wales. (Photo: Business Wire)
Successfully launched in January during the Interiors UK 2013 show at
the National Exhibition Centre in Birmingham, England, the new
Flexsteel/Westbridge collaboration was met with great interest. Marketed
as “Flexsteel Lounge,” the displayed line included new
Westbridge-designed custom product as well as select groups from
Flexsteel’s Asian-imported Latitudes collection. Showcased with pride
and respect was Flexsteel’s famous blue steel seat spring; seen
throughout the showroom were working models of the spring, both
full-size and miniature displays.
“At Flexsteel, we always say quality begins on the inside — and it
starts with our lifetime warrantied, blue-steel seat spring. That seat
spring is the foundation upon which our furniture, and our excellent
reputation for quality and comfort, is built. Westbridge understands
that the unique visual representation of our spring, along with its
lifetime guarantee, makes for a very compelling story. It’s always been
our USP — unique selling proposition. And now we’re taking it across the
Atlantic Ocean: Flexsteel’s seat springs, manufactured in Dubuque, Iowa,
USA, are being exported to the United Kingdom, so Europeans can enjoy
the same luxurious comfortable seating Americans have enjoyed for more
than a century,” said Lee David Fautsch, Vice President Sales—Home
Furnishings, Flexsteel.
Westbridge Furniture, a distinguished and growing company, founded in
2004 as part of the Belfield Group of Companies and headquartered in
Holywell, Flintshire, Wales, sells to independent furniture retailers
and high-end department stores throughout the United Kingdom. Today it
is the largest signature-brand upholstery company in the UK. Employing
more than 600 people at three certified “green” factories, Westbridge
markets three levels of fashionable, quality upholstered goods:
Westbridge, Flexsteel Lounge, and Spirit.
“We are very enthusiastic about our relationship with Westbridge
Furniture. This is an outstanding company with visionary leadership.
We’re eager to work with them to introduce the Flexsteel brand
throughout the UK and to expand global distribution,” said Fautsch.
Westbridge is now taking orders and building the furniture, featuring
the Flexsteel brand name, at its own factories in Great Britain. While
the style, scale, and cushioning components are unique to Westbridge,
specifically designed to meet UK customer needs and European industry
standards, the Flexsteel Lounge pieces will feature Flexsteel’s
American-made blue steel seat spring in the frame construction.
“We were drawn to Flexsteel Industries, Inc. because of the company’s
high quality standards, legendary seat spring and strong reputation for
dependability. We also believe we share a common culture and common
values. Flexsteel enjoys a powerful, positive image in the furniture
industry and is well-respected for its long history of success, capable
leadership, and financial strength,” said Steve Hampton, Chief
Executive, Belfield Furnishings and Westbridge Furniture. “We are
excited for the opportunity to help build the Flexsteel brand in the UK
and we are confident we will be successful in doing so.”
Flexsteel Industries, Inc., has been designing and crafting fine
upholstered furniture in the United States since the 1890s. The publicly
traded company, headquartered in Dubuque, Iowa, operates several U.S.
manufacturing and distribution locations, manages two permanent
showrooms, and sells its products across the globe. Flexsteel is a
designer, manufacturer, importer, and marketer of quality upholstered
and wood furniture for residential, recreational, vehicle, office,
hospitality, and healthcare markets. Flexsteel posted net sales of more
than 350 million dollars in 2012. Further information on Flexsteel
Industries, Inc., can be accessed at http://flexsteel.com.
Westbridge Furniture Designs Limited was established in 2004 with a
clear vision to develop the finest furniture designs, manufactured in
the highest quality materials to the exacting standards of the
industry's leading craftsmen. Selling exclusively to independent
furniture stores and exclusive retailers, Westbridge has grown to the
point where the company now employs more than 600 people across three
dedicated manufacturing facilities in North Wales. For more information: www.westbridgefurniture.com
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130228005410/en/