Stainmaster Intros Product For Furniture

Wilmington, DE, June 10--DuPont Textiles & Interiors introduces Stainmaster Fabrics for furniture, bringing stain protection to the furniture market. The arrival of Stainmaster Fabrics at Omaha-based retailer Nebraska Furniture Mart marks the exclusive debut of the new product, which will be available to consumers nationwide in 2004. Seventy-two percent of consumers believe that the Stainmaster brand adds desirability to furniture purchases, according to consumer marketing research conducted over the last two years. This research, which delivers on the company's commitment to match innovation with current consumer needs, supported DTI's initiative to create a new line of furniture fabrics under the Stainmaster umbrella. The arrival of Stainmaster Fabrics marks the first of many possible extensions of the brand in other consumer home goods. "Our research confirmed that consumers love this brand because of its promise of long-lasting beauty, and that shoppers will embrace the extension into furniture," said Carolmarie Citra, residential furniture manager for DTI. "The debut of Stainmaster® Fabrics for furniture answers consumers' demands for higher quality, easy-care products with a recognizable brand name. We know consumers will value this brand as much for furniture as they do for carpet." DTI has developed the current line of fabrics with Quaker Fabrics and is working with well-known manufacturer La-Z-Boy to create the furniture offering for the consumer. Buyers can initially choose from a line of more than 45 upholstery fabrics and 20 inventoried frames, and hundreds of special order frames, to satisfy design and décor needs. The initial offering will be expanded based on consumer reaction to the debut in Omaha.