Flexsteel Heads to England

February 27, 2013  by in UnCategorized   

By Home Furnishings Business in Business Strategy on February 28, 2013

Upholstery producer Flexsteel Inds. (NASDAQ: FLXS) has partnered with Westbridge Furniture Designs Unlimited to market product in the United Kingdom. 

Introduced in during the Interiors UK 2013 show at the National Exhibition Centre in Birmingham, England, the 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. 

"At Flexsteel, we always say quality begins on the inside - and it starts with our lifetime warrantied, blue-steel seat spring," said Lee Fautsch, vice president of sales for home furnishings. "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." 

Flexsteel's seat springs will be exported to the United Kingdom for use in the Westbridge-built upholstery.

Westbridge Furniture was founded in 2004 as part of the Belfield Group and headquartered in Holywell, Flintshire, Wales. Westbridge sells to independent furniture retailers and high-end department stores throughout the United Kingdom. Employing more than 600 people at three certified green factories, Westbridge markets three levels upholstered goods: Westbridge, Flexsteel Lounge, and Spirit.

"We are very enthusiastic about our relationship with Westbridge Furniture," Fautsch said. "This is an outstanding company with visionary leadership. We're eager to work with them to introduce the Flexsteel brand throughout the U.K. and to expand global distribution."

Westbridge is 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 U.K. 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 because of the company's high quality standards, legendary seat spring and strong reputation for dependability," said Steve Hampton, chief executive of Belfield Furnishings and Westbridge. "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. 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."