Stainmaster Brand Expands into Furniture

Atlanta, October 21, 2005--The Stainmaster brand, with more than 90% consumer awareness, is now available in a new line of furniture. Southern Furniture Company will debut Stainmaster furniture to retailers at the International Home Furnishings Market in High Point, N.C. Stainmaster furniture features built-in resistance to stains, soil and abrasion, offering an advantage over after-market topical stain-resistance treatments. Stainmaster furniture answers the consumer demand for beautiful, high-quality, easy care products for home furnishings," said Ana Torrence, vice president of home and hospitality for Invista. "We expect this new line of furniture to bring new customers into retailers because of the strength of the Stainmaster brand among consumers." Market research conducted by Invista indicates that approximately 65% of consumers surveyed say they would consider purchasing a product bearing the Stainmaster brand if shopping today and over 65% would be willing to pay a premium for a Stainmaster sofa. Southern Furniture will offer upholstered Stainmaster furniture in a wide variety of styles ranging from traditional to soft transitional. Sofas, loveseats, settees, chairs and ottomans in colors including spa blue, warm spice tones, mocha, pear green and butter yellows offer casual comfort for consumers. Fabrics offered on Stainmaster furniture are specially engineered to meet rigid staining, soiling, cleaning and durability criteria. The fabrics used exclusively on Stainmaster furniture also offer a durable weave construction. A state-of-the-art finishing process assures that the fabrics are highly resistant to abrasion and have a luxurious look and feel. " Stainmaster furniture offers performance without sacrificing comfort," said Torrence. "This is livable furniture," said Jim Telleysh, vice president of marketing for Southern Furniture. "The Stainmaster brand is a brand recognized for its outstanding performance characteristics so you don't have to worry about your kids spilling most foods and drinks on it. And with the many colors and styles available, it's equally as fashionable as it is durable." "Fabrics within the Stainmaster furniture line have a soft, inviting feel and include beautiful damasks, soft chenilles, cotton stripes and boucles," said Telleysh. Stainmaster furniture from the Southern Furniture Company is backed by a consumer three-year stain limited warranty. The details of the consumer limited warranty will be available from retailers selling the Stainmaster furniture. Invista has successfully extended the Stainmaster brand in other home interior products such as area rugs, bath rugs, carpet cushion and resilient flooring. Mannington began manufacturing Stainmaster resilient flooring in October 2003. "Over 90% of our sales in upper end goods are from consumers trading up to Stainmaster products," said David Sheehan, director of marketing, Mannington Resilient Products. "Stainmaster brand just means more to our consumer." Southern Furniture Company is the first manufacturer to launch a Stainmaster furniture line. Invista is committed to expanding the Stainmaster furniture program at future markets. Southern Furniture Company Inc. is a privately held corporation founded in 1926.