Daily News
From Home Furnishing Business
Fine Furniture Design, Woodbridge Interiors, Launch Veranda
December 12,
2018 by Jane Chero in Business Strategy, Designer Weekly, Industry 
Case goods and upholstery resource Fine Furniture Design, in partnership with high-end retailer Woodbridge Interiors launched the new Veranda by Fine Furniture Design Collection at a cocktail reception and educational program at the retailer’s San Diego store. The event drew sales associates and design team members from two Woodbridge stores as the 53-piece upholstery and case goods collection is being rolled out by retailers across the country.
The event, part of a turnkey marketing and merchandising program developed by Fine Furniture Design to demonstrate the brand power of Veranda — an interior design magazine that showcases some of the world’s most beautifully designed interiors — was also a training tool to show the sales and design teams how consumers can bring the look and feel of the pages of the magazine into their homes.
“The Veranda brand, which resonates well with consumers and interior designers, attracted more than 30 attendees to the event and helped communicate the quality, elegance and authenticity of the new collection,” said Anna McGaha, marketing director for Fine Furniture Design.
As part of the turnkey program, participating retailers receive Veranda-branded signage and point-of-purchase materials at no charge.
“Our team was instantly attracted by the livable luxury this new collection represents,” said Shupei Chiao, president of Woodbridge Interiors. “The launch event was a great opportunity for them to hear first-hand the story of how this collection was developed and why it is on-trend for today’s interiors.”
The event featured a presentation by Erin Sullivan, vice president of product development at Fine Furniture Design, who discussed how her design team worked with the editors of Veranda on product development – including everything from the selection of wood species to the hardware on dresser drawers. She also outlined the company’s use of water-based, stain-resistant finishes called Fine Furniture Armour that are friendlier to the environment than traditional lacquer-based finishes.
Guests received a gift pack that included a set of Veranda by Fine Furniture Design coasters constructed with oak, radiata pine, and chestnut burl – the same wood species of the collection – and an adult coloring book that includes 20 of the most exquisite floral images from Veranda’s famed photograph collection.