E.J. Victor Takes the Indoors Out with Loggia

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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.