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E.J. Victor Takes the Indoors
Out with Loggia
 Today's lifestyles are blurring the lines
between indoor and outdoor living. With the Home continuing to
serve as a place of refuge, comfortable, luxurious and functional
appointments are increasingly important. To meet these evolving
demands, premier furniture crafter E.J. Victor is offering lavish
upholstery hand-tailored in exclusive sunbrella® fabrics
that carry the comfort and style of the living room out to the
sun room and beyond.
As part of its October 2003 upholstery introductions,
E.J. Victor is showcasing, Loggia, an exclusive collection of
specialized
fabrics and developed in collaboration with textile leader, Sunbury.
"We call it, taking the indoors out and
the outdoors in," said
Joe Manderson, an E.J. Victor co-founder and its executive vice
president who oversees upholstery operations.
 To meet this demand,
Manderson and his upholstery product development staff teamed
with Sunbury and developed an exclusive collection
of fabrics made of sunbrella® that resist stains, fades and
moisture yet retain the soft and gentle feel historically associated
with fragile, expensive fabrics.
The Company's High Point
showroom, located at 116 S. Lindsay St., will feature Loggia
on both classic button-tufted and channel-backed
sofas and other traditional frames in indoor settings, and on
imported Teak furniture on the showroom's outdoor patio.
Visitors
should expect an onslaught of vivid, coastal colors in Loggia.
The initial package features a captivatingly bright
and sunny color pallet coupled with fabric weaves that until
now have been typically associated with traditional covers requiring
protection against the sun and moisture spills.
 "People are looking for color," Manderson
said. "So
these are very colorful and stylized. They are not subdued at
all. The patterns represent E.J. Victor's taste; they reek
of quality. It's a very stylized package. It's not
your old mundane pinstripe and contrast welt."
Loggia's
exclusive fabrics include Chenille Stripe, Staccato Dot, Ocean
Coral, Tropical and Floridian. Its colors include
lime greens, pinks, yellows, sand, beige and chartreuse.
 Developed
by Glen Raven Mills, sunbrella® is a 100% solution
dyed acrylic fabric that cleans easily, feels soft and comfortable
and withstands years of normal exposure to the elements, said
Rocco Simone, Sunbury's vice president of sales and marketing.
The fabrics will not fade because the color is an integral part
of the fiber (as compared with conventional dye techniques where
colors are absorbed into yarns).
A unique characteristic of sunbrella® is
that it has evolved through technological advances into cloths
that, with textures
and dimension, are subtle to the touch and pleasing to the eye.
They are extraordinarily adaptable to E.J. Victor's rigorous
upholstery hand-tailoring requirements. They can be readily applied
on any existing frames.
"We have known the team at E.J. Victor for many years," Simone said, "and
we've become close to all the partners, both personally and professionally.
They are a premier manufacturer. They invent and create exceptional products.
And together we have done some creative things."
"What we do are exclusives for them," he
said. "And that really matters
in today's market."
Edward W. Phifer, III, Joseph B. Manderson
and John Victor Jokinen founded E.J. Victor in 1990 in Morganton, NC. Together,
the founders created a corporate
culture
that maintains an unwavering commitment to preserving time-honored, local
construction methods used to create exquisite furniture for the home. |
