Upholstery Journal, February March 2009, Digital … JOURNAL | FEBRUARY/MARCH 2009 1 16 28 FEATURES FEBRUARY/MARCH 2009 VOLUME 17 NUMBER 1 FPad_IAA09.indd 6 11/13/08 2:25:12 PM ON

FEBRUARY/MARCH 2009

UPHOLSTERY JOURNAL

Subscribe at www.upholsteryjournal.info

Put custom into customer Opportunities in a tough economy

Nanotechnology, mega benefi ts

Foam restoration techniquessave Mustang seats

0209UJ_Cv1.indd 10209UJ_Cv1.indd 1 1/30/09 1:27:54 PM1/30/09 1:27:54 PM

http://www.upholsteryjournal.info

2009 INTERNATIONAL ACHIEVEMENT AWARDSRecognizing specialty fabrics design excellence

Each year the International Achievement Awards challenge specialty fabric

companies around the world to compete with their best work, and each year

the competition witnesses spectacular results. We invite specialty fabric

professionals to enter projects in 28 categories to showcase your company’s

innovation, technical skill, and design excellence. See all 408 entries from

last year online at www.ifai.com.

enter at www.ifai.com | entry deadline: June 15, 2009

FPad_IAA09.indd 6 11/13/08 2:25:12 PM0209UJ_cv1-p9.indd Sec1:cv20209UJ_cv1-p9.indd Sec1:cv2 1/27/09 9:08:11 AM1/27/09 9:08:11 AM

http://www.ifai.com

1UPHOLSTERY JOURNAL | FEBRUARY/MARCH 2009

16

28

FEATURES

FEBRUARY/MARCH 2009VOLUME 17 NUMBER 1

FPad_IAA09.indd 6 11/13/08 2:25:12 PM

ON THE COVER

10 Custom creations The custom furniture market provides an outlet to expand business opportunities in a tough economy by Holly O’Dell

16 Cashing in on nanotechnology The demand for extreme performance upholstery continues to increase by Marty Gurian, Designtex

20 Seat re-covery Replica covers and foam restoration techniques make an old Mustang look young by Marshall Spiegel

2 EDITOR’S DESK Custom customers

4 UPDATE Young auto enthusiasts still buying; Sunbrella’s new identity; bamboo in auto materials; wingbacks reinterpreted; Ugly Couch contest winner; fabric trends go nomadic

8 NEW PRODUCTS From E-Z Decorator, Gane Brothers, Mighty Mendit, Signature Prints, Silver State Textiles, Sunbrella, Victor-Innovatex, Vulcana

24 MIND YOUR BUSINESS Business plans are nothing...Business planning is everything

27 CALENDAR

27 AD INDEX

28 SAVE MY SEAT An antique wingback gets a stylized spin with a circular theme

0209UJ_cv1-p9.indd Sec1:10209UJ_cv1-p9.indd Sec1:1 1/30/09 1:26:08 PM1/30/09 1:26:08 PM

2 www.upholsteryjournal.info

Custom customers

I f you haven’t heard, we’re in a challenging economy. You’ve likely been affected by it—both as a business owner and as a consumer. Perhaps if we keep talking about how bad things are, discussions will change to the

positives of negative times. Some may say that good things come out of bad times. I don’t know about you, but my disposition isn’t that rosy.

Our industry won’t be affected because people will always need upholstered goods to sit on. That’s about as naïve as saying that the newspaper industry will be OK because people will always need to know the news, and that gourmet coffee shops won’t suffer because people will always drink coffee.

Periods of economic “difficulty” typically yield innovations. For your shop, innovation can mean a system to maintain a customer base, a way to find

new revenue to make up for lost business, or the creation of a unique new product or service. Upholsterers who want to stay relevant in today’s econo-my and market will seek out new opportunities to diversify their businesses.

This issue’s cover story (page 10) discusses the custom furniture mar-ket as an additional outlet for upholsterers to expand their business. This market segment can open doors for new customers while showcasing the capabilities of your trade to a high-end customer base. As skilled craftsmen, you have the ability to offer skill-driven services that give customers what they want and can’t find in a furniture store. And, to me, that’s the most important aspect of our industry.

Speaking of custom work, the Upholstery Journal Design & Craftsmanship contest is underway, offering you a chance to show off your custom proj-ects. Entries are due to Upholstery Journal headquarters by March 20. Visit www.upholsteryjournal.info for rules and submission requirements. Winning projects will be featured in an upcoming issue.

Good luck in your business this year.

Editor’s desk

Chris TschidaEditor+1 651 225 [email protected]

Publisher Mary [email protected]

Editorial Director Susan R. [email protected]

Editor Chris [email protected]

Associate Editor Kelly [email protected]

Contributing Writers (This issue)John Baker, Marty Gurian, Holly O’Dell, Marshall Spiegel

Art Director Marti Naughton

Graphic Designer Cathleen Rose

Production Coordinator/Graphic DesignerKristen Evanson

New Business Development Sarah [email protected]

Advertising SalesJane Anthone, Katie Bryant Lang, Terry Brodsky, Vivian Cowan, Julia Heath, Mary Mullowney, Sandy Tapp, Elizabeth Welsh 800 225 4324

Advertising Account Coordinator Shelly [email protected]

Circulation Manager Mary [email protected]

Circulation Coordinator A [email protected]

Published by the Industrial FabricsAssociation International

IFAI President Stephen M. [email protected]

MFA Managing Director Beth [email protected]

Upholstery Journal educates readers in the art and craftsmanship of aftermarket and custom furniture, commercial and auto upholstery.

Upholstery Journal ® ISSN 1072 5628, Volume 17, Issue 1 is published bi-monthly by the Industrial Fabrics Association International, 1801 County Road B W, Roseville, MN 55113-4061. Periodicals Postage Paid at St. Paul, MN and at additional mailing offi ces. Post master send address changes to Upholstery Journal, County Road B W, Roseville, MN 55113-4061. Return Undeliverable Canadian Addresses to Station A, PO Box 54, Windsor, ON N9A 6J5. Subscription inquiries, orders and changes contact: A Lo, Circulation Coordinator, Upholstery Journal, 1801 County Road B W, Roseville, MN 55113-4061 Phone 800 225 4324 or +1 651 222 2508, fax +1 651 631 9334 e-mail: [email protected]. 1-year USA $39, Canada and Mexico $49, all other countries $69, payable in U.S. funds (includes air mail postage). Reprints: call 651 225 6972, [email protected]. Back Issues: call 800 225 4324, [email protected], www.ifaibookstore.com.

0209UJ_cv1-p9.indd Sec1:20209UJ_cv1-p9.indd Sec1:2 1/27/09 9:08:20 AM1/27/09 9:08:20 AM



mailto:[email protected]














http://www.ifaibookstore.com


Order online or contact IFAI Bookstore, +1 651 222 2508,Fax +1 651 631 9334, [email protected], www.ifaibookstore.com

Find books in these categories» Automotive interiors

» Upholstery basics

» Upholstery techniques

» Sewing machines

resourceYourupholstery know-how

A place where you can still choose over 2,500

different products as you have in the past, but now you

can � nd them and purchase them much more easily. A place

where, in addition to being a source for those products, you’ll

now � nd a resource for expert advice and easy-to-use tools that

can help you cut project costs and streamline production. And a

place where you’ll not only � nd more than 20 years of experience

and reliability to support you, but the vision to anticipate the

needs you’ll have for the next 20 years as well.

This is the new environment you’ll � nd in the world of Rowley.

And it’s making a world of difference for our customers.

In the world of Rowley, you’ll � nd a place where new and

exciting changes have occurred.

IN THE WORLD OF ROWLEY YOU’LL FIND

RIGHT AT YOUR FINGERTIPSPRODUCTS. EXPERTISE. RESOURCES.

©2009 Rowley Company

OVER 195 NEW ITEMS AVAILABLE A

J A N U A R Y 2 0 0 91 - 8 0 0 - 3 4 3 - 4 5 4 2 • W W W . R O W L E Y C O M P A N Y . C OC O M

1199995555NNEWW PPPRRROODDUUCCTTSSIINNSNSSIIDDEE

2009 Catalogs are now avilable. Visit www.RowleyCompany.com[ ]


http://www.RowleyCompany.com

http://www.ifaibookstore.com


UPDATE

Young auto enthusiasts still buyingAuto enthusiasts in the 25- to 44-year-old age range are holding steady with specialty-equipment pur-

chase plans, according to the Specialty Equipment Manufacturer’s Association (SEMA) Performance

Parts and Accessories Demand Index (PADI). All other groups in the study fell 26 percent.

Additionally, consumers in this particular age group are more likely to purchase import

vehicles over domestic, according to J.D. Power and Associates’ 2008 Initial Quality

Study. Import-vehicle buyers have a higher median household income, which

means that they are also more likely to spend money on specialty equipment

over the next few months. These import-buyers also feel more confident

about the economy in general, as opposed to domestic-buyers who feel

less confident about their economic standing.

This PADI value means about 10 percent of adult

drivers in the United States plan to purchase spe-

cialty equipment in the next three months.



5

Wingbacks reinterpretedFurniture makers are reinterpreting the classic wingback

chair with more modern forms. Wings are stylized and

reshaped to make for a fresh feel on the classic sil-

houette. Low seats are the contemporary

counterpart to the traditional height,

and nailheads accessorize.

Sunbrella’s new identityThe performance fabric brand Sunbrella underwent a brand identity update, including a new logo, to acknowledge its 50-year heritage, while focusing on innovation and enhanced styling for today’s consumers.

Sunbrella’s yellow, red and blue umbrella has morphed into a stylized, deep orange umbrella.

The type face has been updated with a cleaner, more con-temporary look.

“When the previous logo was introduced, Sunbrella fabrics were primarily solid colors and broad stripes,” said Hal Hunnicutt, vice president of marketing for Glen Raven Custom Fabrics. “Sunbrella has progressed dramatically during the past decade. We wanted to retain elements of the brand that people are so familiar with and trust, yet give the identity a refresh that better reflects where Sunbrella is today and where it’s headed for the future.”

Glen Raven is also increasing the limited warranty period for furniture and outdoor fabrics’ colorfastness and durabil-ity from three to 5 years.

Bamboo fibers in auto materialsMitsubishi Motors Corp.

recently developed resin com-

posite materials for auto inte-

riors that are reinforced using

bamboo fibers. This is the first

time bamboo fibers have been

used in automobiles. These materi-

als satisfy requirements for automo-

biles, are lightweight and can reduce

CO2 emissions.

UPHOLSTERY JOURNAL | FEBRUARY/MARCH 2009

Ugly Couch contest winner announcedJulie Lee of San Francisco, Calif., is the winner Sure Fit’s 2008 Ugly Couch Contest. The 1970s couch is covered in a velour orange-and-brown floral pattern.

In addition to a Sure Fit slipcover, Lee has the chance to work with interior designer Kim Myles and redesign her living room.



UPDATE

Upholstery fabric trends go nomadicFabric and home furnishing manufacturers are trending toward global- and eth-

nic-inspired prints and designs. Folk art patterns reminiscent of Indian, Moroccan,

Persian and other cultures evoke consumers’ longing for simpler times and appre-

ciation for antiquity. Bold, vibrant colors paired with dark, earthy neutrals make

up the color palette, and variety in texture is key.

nic-inspired prin

Persian and oth

ciation for anti

dical- and eth-

n, Moroccan,

s and appre-

utrals make

Eco-friendly fabric finishing systemNorth Carolina State University (NCSU) recently developed a new system of applying water repellent, stain repellent and moisture management proper-ties to textiles. The new sys-tem is based on Atmospheric Pressure Plasma Jet technology. Plasma technology in industrial and medical applications reduces energy consumption, waste and chemicals, but previous plasma systems have had to be gener-ated in a vacuum environment. This process greatly restricts the size and type of textiles that can be coated, and is also expensive to produce.

NCSU developed a process through which the textile can be coated under atmospheric pres-sures, rather than in a vacuum. This process, in turn, is more energy efficient and more power-ful than current systems.

PHOTO CREDIT: ROGER WINSTEAD, NCSU.




Visit our website at www.pyramidtrim.com

1(800) 333-TRIM(651) 645-8126 Fax (651) 645-3645576 North Prior Avenue • St. Paul, MN 55104

Qualityautomobile, marine and aviation trim productsand service for over 35 years.

AircraftFAA certifi ed cloth, leather, sheep skin, vinyl, carpet and foam

AutomotiveOEM cloth, vinyl, and headlining, Leather, Convertible tops, back glasses and curtains, pads and cables, Haartz topping materials, Dorsett carpet, jute underlayment pad, Foss non-woven carpet, trunk liner and sound insulation,Molded carpets, Enduratex & Futura vinyl, and High Spec nylon thread

MarineEnduratex & Futura marine vinyl, Marine hidem, Dorsett Bay Shore and Aqua-Turf carpet, Recacril Acrylic Topping, Top Gun polyester marine topping, Sunguard polyester thread and YKK marine zippers

Upholstery SuppliesOsborne tools, Spradling cloth windlace and embossed pvc welts, Ardwyn bindings, hidem and wire on, SEM Color Coat and Classic Coat dyes and preps, Snap fasteners, Auveco products and More

ServiceA trained, knowledgeable customer service staff Prompt attention to your needsSame day shipment for in stock orders

Call or visitour website for PremAir information!

American Leather using eco-friendly foamUpholstery producer American Leather is using Renew eco-friendly cushioning foam in all its products.

Renew foam is made from soy-based Cargill BiOH polyols, is recy-clable and available in various levels of firmness and densities.

Hickory Chair wins new Sage AwardUpholstery and case goods maker Hickory Chair won the Sage Award recognizing environmental leadership. The new award is earned by companies that are environmental leaders while contributing to their communities and remaining profitable.

The American Home Furnishings Alliance and Cargill BiOH Polyols sponsor the Sage Awards.

O Ecotextiles honored as leading green supplierGreen fabrics supplier O Ecotextiles was named one of BuildingGreen’s 2008 Top 10 Green Building Products. The award recognizes environmen-tally friendly building products that have been added to the GreenSpec Directory during the past year or cov-ered in Environmental Building News.

C.F. Stinson awarded Nightingale AwardC.F. Stinson’s Patterned PVC-Free Upholstery Collection earned the Nightingale Award for new, innovative healthcare products.

The awards and juried product competition is sponsored by Contract Magazine in association with the Center for Health Design and the Healthcare Design Conference.

Rowley acquires Resin SolutionsRowley Co. has acquired custom deco-rative drapery hardware manufacturer Resin Solutions Inc. Together, Rowley and Resin Solutions will be launching Finestra Decorative Hardware. The line includes over 100 designs, a complete offering of poles and accessories and 36 finish options.

New sales team for BruinBruin Plastics Co. Inc. appointed Pletcher Sales Inc. as its Midwest sales and ware-housing agents. Brian Pletcher, Scott Coryn and Rob LaRocca have extensive experience in the industrial fabrics mar-kets and are based in Bristol, Ind.


http://www.pyramidtrim.com


1 Stylized vintage fabric and wallpaper designs ›› The Florence

Broadhurst line of upholstery fabrics and

wallpapers from Signature Prints adds a

modern appeal to a vintage idea. When

Florence Broadhurst established her wall-

paper company in Sydney in 1959, it was

one-of-a-kind in its output of vigorously

modern designs intended to radically

change design attitudes in her native

Australia. Signature Prints has re-released

a number of her styles, featuring a range

of bold and dynamic designs.

Visit www.signatureprints.com.au.

2 Hemp bonded to recycled rubber ›› Fuzun from Vulcana is a

cover fabric that bonds woven hemp to

a rubber material. Vulcana uses recycled

tires to create this sheet rubber, called

RubbRe. Available in multiple thickness-

es, colors and designs, Vulcana products

are suitable for use in furniture, architec-

tural projects, luggage and

other applications.

Fuzun can be customized using

any fabric able to withstand

260-degree temperatures.

Visit www.vulcana.net.

3 Rugs made from Sunbrella yarn ›› Renaissance Rugs from

Sunbrella allow customers to choose

from different colors and designs to cre-

ate a coordinated look in their home.

The rugs are flat-braided using Sunbrella

yarns, reversible, fade-resistant, durable

and soft. The collection includes 12 col-

ors, six designs and 17 sizes to customize.

Renaissance Rugs can be used inside or

outside.

Visit www.sunbrella.com.

4 Flexible bonding agent for fabric repairs ›› Mighty Mendit fixes

minor fabric problems, such as rips and

tears, using a flexible bonding agent

rather than glue. The bonding agent

grabs, adheres and interlocks the fibers

of many fabrics for permanent repair.

Mighty Mendit dries clear and is safe for

most fabrics. It can be used with leather,

wood, lace and trim.

Visit www.mightymendit.com.

NEW PRODUCTS

12 3

4



http://www.signatureprints.com.au

http://www.vulcana.net

http://www.sunbrella.com

http://www.mightymendit.com


5 Hands-on design system ›› The E-Z Decorator system is a binder

that includes thousands of hand-drawn

images of furniture, window treatments,

accessories and architectural elements.

The images are printed on static cling

pieces. The user can create entire con-

ceptual sketches, which can then be

photocopied for presentations to clients.

Several packages are available.

Contact 800 608 7545, or

visit www.ezdecorator.com.

6 Affordable, sustainable fabrics ›› Victor Innovatex’s eHome

collection of sustainable fabric designs

are recycled and offered at affordable

prices. Many styles and patterns are avail-

able in themes ranging from natural to

contemporary to animal prints. eHome

fabrics are created from post-industrial

and post-consumer materials.

Visit www.victor-innovatex.com.

7 Metallic faux leather ›› Imitation

Leather from Gane Brothers & Lane Inc.

now includes six new metallic colors. In

addition to 30 current colors, Imitation

Leather is available in ivory, olive,

chenille, taupe, pure gold and copper

metallics. The material looks and feels

like top grain leather and is offered at

affordable prices.

Visit www.ganebrothers.com.

8 Performance velvet for hospitality and contract ›› Luxurious Velvet from SilverState meets

rigorous hospitality and contract stan-

dards while retaining the texture and

sheen typical of velvet. It exceeds 50,000

double rubs and repels stains for easy

cleaning and care. Luxurious Velvet is

intended for use in hospitality and con-

tract applications.

Visit www.silverstatetextiles.com.

9 Earth-inspired color palette ›› The Nature’s Reflections collection from

SilverState offers colors from an earth-

inspired color palette. Patterns include

floral and organic designs, metal-

lics and textured solids. The Nature’s

Reflections collection is stain, moisture,

mildew and bacteria resistant, and the

fabrics are suitable for use in many

upholstery applications.

Visit www.silverstatetextiles.com.

5 6

7

8

9


http://www.ezdecorator.com

http://www.victor-innovatex.com

http://www.ganebrothers.com

http://www.silverstatetextiles.com

http://www.silverstatetextiles.com

10 www.upholsteryjournal.info10 w.up

Consumers who want to distinguish their homes with custom upholstered furnishings are willing to spend the money to achieve their goals. And, as with any customer-pleasing project, custom furniture can open the doors for repeat business. Far right: Carly Jacobs of Short Tree Upholstery in Pontiac, Mich., custom-designed this contemporary ottoman for a client's nursery using a CAD program. “The client saw my design and instantly asked me to make it happen,” Jacobs says.

0209UJ_p10-p23.indd Sec2:100209UJ_p10-p23.indd Sec2:10 1/30/09 1:27:16 PM1/30/09 1:27:16 PM


11UPHOLSTERY JOURNAL | FEBRUARY/MARCH 2009 11H 20

The custom furniture market provides an

additional outlet for upholsterers to expand

business opportunities in a tough economy

by Holly O’Dell

CustomCREATIONS

pholsterers who want to stay relevant in today’s economy and

market often seek out opportunities to diversify their business. One

area in which some upholsterers are carving out a niche is custom fur-

niture. Though not without its challenges, this segment can open doors

for new customers while showcasing the capabilities of the trade to a

high-end clientele—the population most likely to invest in a customized

piece. “Upholsterers can offer a skill-driven service that gives customers

what they need but will not find in furniture

stores,” says Glenn McAllister, president of

Fortner Inc. in Columbus, Ohio.

“When you start to build custom furniture, it’s an oppor-tunity for an upholsterer to make more profits from their labor,” adds Mark Weller, owner of Sterling Upholstery Co. in Moscow, Pa. “There’s always a chance to do something custom or to talk someone into doing something custom. But it does take a little more effort and education.”

For upholsterers interested in pursuing the custom furni-ture business, we outline the opportunities this segment affords,

re

ppor-theiry Co.thing

m. But

furni-ffords,

0209UJ_p10-p23.indd Sec2:110209UJ_p10-p23.indd Sec2:11 1/30/09 1:27:22 PM1/30/09 1:27:22 PM


the fabric considerations involved with designing one-of-a-kind pieces, potential roadblocks and how to market your capa-bilities in a rough economic climate.

Opportunities aboundConsumers who want to distinguish their homes with custom upholstered furnish-ings are willing to spend the money to achieve their goals. They want an exclu-sive piece that rivals any mass-produced furnishing on the market. In turn, expe-rienced upholsterers can market their tal-ents and services to customers who will pay for distinctiveness and quality. By nature, custom furniture runs the gamut, but certain types of furniture remain con-stant. Sofas and chairs, particularly for the living room, are perennially popular choices for customization, as are formal dining room chairs. Weller reports that he receives the most requests for ottomans and ottoman coffee tables, and he occa-sionally builds benches for the foot of the bed. Additionally, consumers are seeking exclusively designed headboards. “We are seeing more upholstered headboards in the bedroom than we’re used to,” says Marcella Woitte, market specialist for home décor at J. Ennis Fabrics in Edmonton, Alberta, Canada. “People want to make the space more of their sanctuary.”

McAllister, meanwhile, has seen increased demand for pieces in recre-ational areas of the home. “Rec rooms, media rooms and kitchens dominate the custom work we do,” he notes. Then, of course, there are those customized pieces designed to make a statement in a specific part of the home, thanks to their style, size and overall originality. “We see a demand for traditional furniture styles that are made to fit,” McAllister says. “The client may want an over- or undersized piece to go in a certain space.”

But an upholsterer need not build an entirely new piece of furniture to be considered an expert in customization.

Repurposing or customizing existing pieces can be just as effective in giv-ing customers the feeling of exclusivity in their furnishings. “Many people have great sofas and chairs in good condition that have sentimental value, but they don’t match their décor anymore,” Woitte says. “These items are now being rede-signed for customers who can still have grandpa’s chair but with a new style.”

Adds Weller, “Customers will com-pletely change the look of a sofa, for example. It may have square arms and a square back, and I’ll put on larger rolled arms or take the skirts off of the piece

and install bun feet on

it. I would say projects like these, where you’re customizing an existing piece of furniture, are done more often than build-ing a custom piece.”

And, as with any customer-pleasing project, custom furniture can open the doors for repeat business. Weller cites one client for whom he had created a round 48-inch tufted ottoman with a skirt around it four years ago. “She now wants to go to a square ottoman without tufting, just a smooth surface on the top,” he says. “Higher-end clientele change with all the trends. Whereas an average client changes their decorating every 10 to 15 years, the high-end customer does that every three

to five. We laugh about it in the shop, but thank God they’re there.”

What’s more, today’s fabric choices make it easier than ever to create a special piece of furniture. Burch Fabrics in Grand Rapids, Mich., employs textile designers who create original designs for the compa-ny’s imported fabrics. The company offers its customers more than 500 designs, with 35 to 40 new designs introduced every six months. “With custom furniture, you don’t want that common look,” says Joe Governal, senior vice president for Burch Fabrics. “Exclusive designs such as these fit well with custom furniture.”

From both an aesthetic and a perfor-mance aspect, “texture is still very impor-tant,” Woitte indicates. “We are seeing more color come back into the market, such as brown shades with a burst of color. By using natural dyes, we can make colors on these fabrics more in tune with nature. Large-scale patterns and black and white are very dynamic as well. ‘Green’ fabrics, like bamboo and organic and natural fibers, are also strong.”

In his custom work, McAllister will use many hospitality-style fabrics in high-use areas, such as kitchen banquettes or media rooms. Meanwhile, Weller indi-cates that leather and ultra-suedes are the top choices for residential applications, but no fabric is off limits. “We’re into the heavier chenilles right now and other

Consumers who want to distinguish their homes with custom upholstered furnishings are willing to spend the money to achieve their goals.

Mark Weller of Sterling Upholstery in Moscow, Pa., makes 18-inch square cubes with ¾-inch plywood, glue blocks on the corners and webbing on top. He then attaches small, 2-inch thick, 1-inch high legs. Sometimes he just installs glides on the bottom. Weller finishes by putting 1-inch thick foam on top, wraps the outside with 1-ounce Dacron and upholsters the cubes. He suggests getting creative with fabric applications to increase profits.

12 www.upholsteryjournal.infow.up2 w

,pletely change the look of a sofa, forexample. It may have square arms and asquare back, and I’ll put on larger rolledarms or take the skirts off of the piece

and install bun feet on

Mark Weller of rk WelleSterling Upholsteryterling Uphin Moscow, Pa., makes 18-n Moscow, iinch square cubes with ¾-inchh squareplywood, glue blocks on the corners andood, pwebbing on top. He then attaches small,webbing on2-inch thick, 1-inch high legs. Sometimes he h th2just installs glides on the bottom. Weller finishes byt installs putting 1-inch thick foam on top, wraps the outside with utting 1-inp1-ounce Dacron and upholsters the cubes. He suggests gettingounce Dacreative with fabric applications to increase profits.ative w

0209UJ_p10-p23.indd Sec2:120209UJ_p10-p23.indd Sec2:12 1/28/09 11:21:40 AM1/28/09 11:21:40 AM



heavy textured fabrics,” Weller says. “The whole traditional line of fabrics—the tapestries, the velvets, the damasks and the light screen-printed cottons—always seems to be in vogue for custom projects.

“Knowing current trends is a must,” Weller also notes. “I subscribe to a few [interior design] periodicals and maga-zines. Just walking around higher-end furniture stores can help a lot. You will see what good, customized furniture can cost so you don’t work cheaply.”

Custom concernsWith mastering the custom furniture mar-ket comes understanding its challenges. One of the biggest priorities facing uphol-sterers in this segment is meeting a cus-tomer’s demands—whether that client is an interior designer representing a home-owner or the homeowner herself. “Our goal is to turn a client’s vision into reality,” McAllister says. “However, this requires excellent communication between the customer and our team. Most customers do not realize the amount of detail that goes into a project, and I have to really listen to them to try and understand what they want. Many times we have several meetings, ‘test sits’ and conversations dur-ing the course of the work.”

Especially when upholsterers are work-ing with an interior designer on behalf

Weller recommends increasing profits by customizing a customer’s existing piece. He suggests decorative accessories and then charges for them and the extra installation labor. Upgrades can include shape and style changes all the way to a complete redesign. Adding down inserts with foam cores or full down can increase your profits. These are all easy sells for people who want different; such small details can't be found in cookie-cutter furniture stores.

of a client, manag-ing expectations becomes criti-cal to a project’s outcome. Weller says he walks a fine line with inte-rior designers. Successful collabo-rations may lead to additional projects, but Weller finds that these partnerships can sometimes com-plicate matters. “I work with a few that are professional, experienced and under-stand the market well,” he notes, “but most of them are coming at me from the point of getting it done the cheapest. And that’s just an oxymoron with custom work.

“Designers and decorators may have a concept of what they want to do but don’t understand the practical application,” Weller continues. “They want something built but they don’t have the understand-ing of depth or lumbars or standard sizes of heights or applicable fabrics. The guy

doing the work ends up being responsible for the finished product, so I have to be in control of the situation.”

Regardless of the client, Weller notes, upholsterers need to attain the highest standard possible in order to produce the desired results. “If someone doesn’t just melt when they see the furniture, it’s a

-

tocts,

hat thesemetimes com-

This custom borne from Guy’s Upholstering & Interiors in Norfolk, Va., was built with bendable plywood and covered with cotton velvet. The seat and center pillar was button tufted. This project won a Gold award in Upholstery Journal ’s 2008 Design & Craftsmanship Contest.

17 grades of foam from soft to extra fi rm polyester fi ber -- cotton batting -- decking vinyl for home & marine -- leather -- toolsdown & feather pillows -- staples & guns welt cord -- workroom supplies -- linings new and used sewing machines & parts

3901 Washington Blvd. Baltimore, MD 21227

410.247.0399 p | 410.247.0561 f | [email protected]

tedcoindustries.com

The Mid-Atlantic’s largest distributor of upholstery supplies

TEDCOINDUSTRIES INC.

Supplying all of your upholstery needs from adhesives to zippers

Tedco_1207UJ_3rdH.indd 1 4/16/08 9:04:44 AM


http://www.tedcoindustries.com

14 www.upholsteryjournal.infopw.up4 w

rejection in my book,” he says. “So that’s my challenge all the time, to make sure I maintain that level of acceptance. Every time you rip that saw across a piece of wood, that’s what you’re thinking about. No matter what, you have to be upfront and honest with your customer.”

Another potential challenge of the custom furniture market is viewing this segment as a primary source of revenue, rather than as a secondary one. “Custom work always becomes an interruption

to your normal business, so you have to be prepared to put in a lot of extra time when doing a custom job,” says Weller, who considers custom projects as extra-curricular work that serves as a creative outlet. “The bread and butter work has to be the mainstay of your business. It’s what pays your bills.”

Upholsterers can minimize some of the challenges of custom work by careful-ly bidding and developing a realistic time-line for a project. “Be realistic,” McAllister

says about this process. “It takes time to get the job done right. Figure what you need and then allow a bit of extra time for the unanticipated challenges that will surely appear. Also, do the job right. Upholsterers need to keep our reputation as craftspeople.”

Before starting any custom work, Weller maps out the job in his head. He also prefers giving clients an estimated figure, rather than a firm bid. “One of the biggest challenges during the whole job

is coming up with a cost that will make sense for everybody,” he says. “Most of the time I won’t give an exact bid. I will give customers a ballpark figure, and then make sure that I build in extra cost for things I didn’t think about or things that I want to do that are better than what I had originally thought about.”

Additionally, Weller recommends that upholsterers work out payment plans with their customers. For instance, on a $12,000 sofa that he recently developed,

Weller requested four equal payments at various stages of the project. He also makes sure to charge handling fees when customers provide their own material. Getting compensated for the extra time involved in checking and handling fabric is a must.

Make yourself knownWhen it comes to promoting yourself as an upholsterer who specializes in custom furniture, consider these tactics to create some buzz:

Simply pick up the phone.“Upholsterers could begin to break into the market by actively calling on local design firms whose businesses are located around the upholsterer’s factory,” suggests Paul Wyckoff, vice president of sales for Ultrafabrics LLC.

Advertise where your audience will be engaged. Weller’s region is a popular place for vacation-home owners. “We have a lot of second-home folks here that vacation and visit our area, so I’ll jump on a bunch of restaurant place mats in the summer months,” he says. “They tend to eat out a lot when they’re here so I make sure they can find me. I’ve gotten some great jobs from a very inexpensive ad.”

Find a way to display your work publically. “We find that the upholsterers who do the best are the ones who get their finished product on display with their company name,” Woitte says. She rec-ommends connecting with local design centers, showrooms and homebuilders, who can showcase an upholsterer’s product in a model home.

Work your connections—and don’t be afraid to be a little per-sistent. “There aren’t lots and lots of people looking for custom furni-ture, so finding them is not going to be easy,” McAllister notes. “We have gotten almost all of our work through the designers we work with. Even that, though, has been frustrating. Helping them understand—and remember—that we are an option for the unique or even simple custom work is something we work on.”

Weller makes himself known to sales people at high-end furniture stores. “I just walk in and introduce myself,” he says. “I give them a few business cards and offer my services. Most of their clients have

Upholsterers can minimize some of the challenges of custom work by carefully bidding and developing a realistic timeline for a project.

“Texture is still very important,” says Marcella Woitte at J. Ennis Fabrics in Edmonton, Alberta, Canada. She also notes that natural dyes and colors are popular right now too. Glenn McAllister of Fortner Inc. in Columbus, Ohio, uses hospitality-style fabrics in high-use areas, and Mark Weller indicates that leather and ultra-suedes are the top choices for residential applications.

designders,’s

-o vegh

hat,ing er—

que orething

sales“




furniture they would like to keep and fit in with their new purchases.”

Start a web site. And if you already have one, update it regularly. On his web site, Weller posts a variety of pho-tos. Work-in-progress pictures help him communicate job progress with current customers, while images of past projects showcase his capabilities. He also finds value in posting before-and-after shots. “The customer will go to work the next day and show their friends and cowork-ers what can be done,” he says. “That gets everybody to my web site, and they discover that I do custom work. It’s an incredible advertising tool.”

Appropriately marketing yourself as a custom furniture designer and maker is even more important in the current eco-nomic climate. Some in the industry are divided on whether now is a good time to break into the market. “I would imag-ine that any upholsterer who is looking to grow their current business revenues would be foolish not to investigate the growing custom furniture marketplace,” Wyckoff says. “Unfortunately, those were my feelings prior to the past couple of months and the problems with the econo-my. Currently, I would be cautious before investing; however, now is the time to start the homework.”

Woitte believes that custom furniture opportunities do exist for upholsterers. “The economic climate is tight, but it also

brings opportunities with people staying at home and making their spaces more important,” she says. “I think people are still looking for those individual pieces that can help personalize their home.”

“The economy is so uncertain right now that no one really knows what to expect,” McAllister acknowledges. “But

the upholstering trade has been around and survived for a long time. We are tak-ing a cautiously optimistic view of the future, and I’m sure that custom work will be part of the future of the trade.”

Holly O’Dell is a writer specializing in residential design. She lives in Pine City, Minn.

“Our goal is to turn a client’s vision into reality,” Glenn McAllister says. “However, this requires excellent communication between the customer and our team. Most customers do not realize the amount of detail that goes into a project, and I have to really listen to them to try and understand what they want. Many times we have several meetings, ‘test sits’ and conversations during the course of the work.”

Weller created this 36-inch round

ottoman using a frame and bun feet purchased from Frank Chervan Inc.

He sells these as extras when doing a full living room suite or a couple of chairs. Customers are open to a floating ottoman in the room, or even a larger piece to substitute as a coffee table. These items are not too expensive, are easy to construct and offer a chance to sell more fabric.

g

Weller created this 36-inch round

ottoman using a frame and bun feet purchased from Frank Chervan Inc

CALL TOLL FREE:1-800-521-4833 WEBSITE: www.rodenleather.com

•TOP QUALITY•OFFERING A WIDE VARIETY OF COLORS AND FINISHES•CUSTOM MATCHING SERVICE IN ANY COLOR YOU MAY NEED •CONTACT US TODAY FOR FREE SAMPLES


http://www.rodenleather.com

The demand for extreme performance upholstery continues to

increase significantly, especially for applications in casinos, health

care facilities, sporting arenas, airports, educational facilities, hotels,

restaurants and cruise ships.


CASHING IN ON

NANO TECHNOLOGYNANO



by Marty Gurian, Designtex

EExtreme performance upholstery is

defined as highly durable upholstery

that demonstrates excellent stain resis-

tance and easy cleanability. Introduced into the

contract fabric markets in the early 1990s, it was

the result of developments in solution-dyed uphol-

stery fibers, an expanding range of stain resis-

tant finishes and fluid barriers, and improved

vinyl, urethane and composite upholsteries. The

demand for extreme performance upholstery

continues to increase significantly, especially for demanding applications in

health care facilities, sporting arenas, airports, educational facilities, hotels,

restaurants, casinos and cruise ships. Many corporate end users are now

specifying extreme performance upholstery instead of traditional standard

contract types.

NanotechnologyNotable among the popular high-performance upholstery finishes are those based on nanotechnology, introduced earlier this decade. The first type of nanotechnology to be applied successfully to interior textiles was based on the use of nanowhiskers, which could be permanently attached to textiles to provide enhanced, durable resistance to spills and stains. The hooks of the nanowhiskers are bonded to fibers, unlike topical finishes that can be worn down, cleaned off or otherwise chemically compro-mised. Textile aesthetics, such as color and hand, are not affected by this bonding process.

The hooks of nanowhiskers (1 x 10-9m) are bonded to fibers, rather than finishes that are topically applied and can be worn down, cleaned off or otherwise chemically compromised.


Small-scale treatment, large-scale benefitsNANO TECHNOLOGYO TECHNOLOGY



Applications and cleaningThe first large installation that was considered for nanotechnology treated upholstery was at Toyota Center, home of the NBA’s Houston Rockets. The Rockets’ organization and the design firm involved in this large and challenging project wanted to be assured that the treated upholstery would resist the specific stains in this heavily used (200 events a year), multi-purpose facility and be easily cleaned, since there is often only a few hours between events. In 2002, an in-depth staining and

cleaning study was done with laboratory assistance from the Association of Specialists in Cleaning and Restoration.

Most of the stains were easily removed by water-based cleaning agents, with a few oil-based stains requiring a mild solvent. An additional study was done to identify solvents that are effective in removing oil-based stains. Among 13 solvents explored, Fantastik All Purpose Cleaner was the most effective. As a result of these studies, 18,000 seats using nanotechnology treated upholstery were installed in the summer of 2003. Similar upholstery

was installed in 2004 at FedExForum in Memphis and at Target Center in Minneapolis, and in 2005 at Quicken Loans Arena in Cleveland. Upon inspec-tion of the arenas in Houston, Minneapolis and Cleveland in 2006, Designtex was pleased to find these heavily used arenas well maintained. Arena manage-ment especially appreciated the fast-drying feature of the nanotechnology finish.

In 2005, the initial Nano-Tex treated solution-dyed nylon upholstery fabrics were developed and introduced. They were of immediate and great interest for

health care applications because of their durability, stain resistance and chemical resistance, as well as environmental features, like low VOCs and recyclability. A durability study evaluated the effectiveness of nanotechnology treated upholsteries after repeated treatment by popular disinfectants. Five different treated recycled polyester and solution-dyed fiber upholsteries were tested by nine different disinfec-tants, including three popular and CDC-recommended quaternary germicides, three popular and CDC-recommended phenol germicides, ammonia, hydrogen peroxide,

and diluted bleach (used on solution-dyed fabric only).The nanotechnology treated upholsteries were disinfected and rinsed five times

respectively with each of the disinfectants. A control group included in the study was not disinfected. Both the disinfected samples and the control group were stained and cleaned with the four baseline stains and then compared. There was no difference in the appearance of the disinfected sample group and the non-disinfected control group, dem-onstrating the durability of the nanotechnology finish to repeated disinfection.

What is it?High performance upholstery finishes based on

nanotechnology, introduced earlier this decade,

must meet three criteria established by the

National Nanotechnology Initiative:

• The technology is developed at the nanoscale, or between 1 and 100 nanometers. A nanometer is equivalent to one billionth of a meter, which is the width of 3 to 5 atoms.

• The technology involves the manipulation and ordered assembly of components, thus creating unique properties. Ordered assembly provides a more durable bond and a more efficient use of chemistry, which allows the fabric to main-tain its natural look and feel.

• The size and ordered assembly of the tech-nology results in unique properties, such as protection from spills and stains.

The first large installation considered for nanotechnology treated upholstery was at Toyota Center, home of the NBA's Houston Rockets. The arena was treated with a 100 percent recycled polyester upholstery. An in-depth staining and cleaning study was undertaken to ensure the seats would be stain-resistant and easily cleanable.

Product development and market introductionThe pioneering research and development of applying nanowhiskers to commercial interior textiles was introduced by Designtex in 2001 with Nano-Tex, the developers of the technol-ogy. Engineered clusters of molecules with stain repelling properties were permanently attached to 100–percent recycled polyester panel and upholstery fabrics, making for enhanced stain resistance and easy cleanability. Early product development efforts created interior textiles that could be cleaned with both water- and solvent-based cleaning agents, and after treating with Nano-Tex, a wide range of stains could be successfully cleaned with either water- or solvent-based cleaning agents. A diverse range of germicides could be used repeatedly and safely to disinfect the treated fabric without los-ing stain resistance. Diluted bleach (4:1) could be satisfactorily used on 100–per-cent solution-dyed fiber. Additionally, a high level of stain resistance and easy cleanability was observed for four baseline stains that Designtex used to evaluate extreme performance uphol-stery after a seven day set: coffee, Italian salad dressing, yellow mus-tard and Betadine (diluted iodine).



Additionally, nanotechnology treated upholsteries can be success-fully laminated to popular fluid barriers such as Designtex’s 2 mil. polyurethane S-1.5 fluid barrier or Applied Textile’s antimony-free recyclable polyester Durablock fluid barrier.

Environmental featuresNanotechnology finishes have demonstrated low emittance of VOCs, so when applied to a fabric that has low VOCs the combined results can meet the most stringent air quality standards in the United States, such as California’s Section 01350, the Collaborative for High Performance Schools (CHPS) standard for educational facilities and certain health care firms. Nano-Tex has been awarded a Basic Certification by MBDC in its Cradle to Cradle Certification program. Also, if an environmental design upholstery achieves a higher rating, then the rating will be maintained if treated with Nano-Tex, as has been the case for a number of Designtex environ-mental design upholsteries.

Nanotechnology stain resistant finishes provide durable stain resis-tance and easy cleanability, which has been tested using rigorous clean-ing and disinfection lab testing, and confirmed by visits to sport arenas and health care facilities. Nanotechnology finishes also provide envi-ronmentally friendly options, especially for some sustainable textiles to maintain their sustainability by minimizing the amount of chemicals needed for cleaning. Fewer chemicals can mean lower costs.

It is predicted that the use of nanotechnology in interior textiles will significantly grow as more finishes are developed to provide enhanced textile properties. This will be especially evident in nanotechnology types that demonstrate positive environmental features. As with the majority of technological advancements, the influx of nanotechnol-ogy in upholstery fabrics can mean lower cleaning costs for end users and new products for upholsterers to offer their customers.

Marty Gurian is director of engineering resources and technical education for Designtex, a subsidiary of Steelcase Inc., in Secaucus, N.J.

Putting stains to the testThe Toyota Center, home of the NBA’s

Houston Rockets, was the first large instal-

lation considered for nanotechnology

treated upholstery. Prior to the installation,

an in-depth staining and cleaning study was

undertaken to make sure the seating would

be stain resistant and easily cleaned.

Specific stains that were tested included:

BEVERAGE STAINS >> Coffee, orange juice, liquor, soda, beer, wine and fruit punch.

FOOD STAINS >> Nacho cheese, chili, spicy brown mustard, melted chocolate, honey mustard, chocolate syrup, hot caramel, yellow mustard, ketchup, Caesar salad dressing, relish/pickle juice, Italian salad dress-ing, salsa, barbecue sauce, tomato juice, cotton candy, Italian ice and gum.

OTHER STAINS >> Paint, blood, urine, varnish, lacquer, mud and Silly String (used by the Rockets' mascot).

Early product development efforts created interior textiles that could be cleaned with both water- and solvent-based cleaning agents. After treating with Nano-Tex, a wide range of stains could be successfully cleaned with either water- or solvent-based cleaning agents.

Lobby of Intermountain Medical Center, Salt Lake City, with a treated 100-percent recycled polyester upholstery. The demand for extreme performance upholstery continues to increase significantly, especially for demanding applications in markets such as health care.

Nanotechnology treated upholsteries can be successfully laminated to popular fluid barriers.



Replica covers and foam restoration techniques make an old Mustang look youngstory and photos by Marshall Spiegel

A look at the re-covered front bucket seats in the

1985 Ford Mustang convertible.

RE-

+ + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +





1 Jaime Castaneda unpacked and examined the Acme replica seat covers

for the 1985 Mustang when they arrived at Bud’s Auto Upholstery in

Signal Hill, Calif.

2 Although the original Mustang front passenger bucket seat looks

pretty good, the foam is no longer “cushy” and the comfort is gone.

Acme Auto Headlining of Long Beach, Calif., a long-time leader in the manufacture of automotive upholstered products, offers a line of seat covers that are replicas

of original factory covers. The company’s promotional material promises that the covers can be installed by any “Joe Citizen.” The covers seemed to be the logical choice to enliven the tired, old seats in a 1985 Mustang. Theoretically, “Joe Citizen” could remove the original factory covers and slip the Acme covers into position. However, after 23 years of service, the original foam forms on the factory seats no longer hold their shape. Frankly, slipping the new covers onto the very tired, very compressed foam forms would result in very sad-looking seats.

Enter the brothers Castaneda of Bud’s Auto Upholstery in Signal Hill, Calif. Jaime and Javier are talented, young upholster-ers, working at the trade most of their time and attending school part-time to sharpen their talents. Jaime worked on the front bucket seats and Javier attacked the rear bench.

The original factory covers were removed. The bottom cushion pads were carefully “sliced” and then the slits were filled with quarter-inch, closed-cell foam, which act as baffles to refresh the bottom cushions. The new sections of foam were thoroughly wire-brushed to blend the new foam into the original foam forms. This resulted in better distribution of weight. Each bottom cushion was then wrapped in half-inch foam to further soften the seat. The cushions were wrapped with headliner fabric to add durability and consistency.

Of course, this method of reviving the seats was only possible because, despite the 23 years of hard service, the original foam seat forms still had life in them. If the foam in the pads wasn’t still “alive,” the pads would have had to be redone. Replacement foam pads are available, but their quality is typically not as good as the used original pads.

After the seat bottom cushions were rejuvenated, the seat backs were covered. The seat bottoms were reinforced, and the new Acme covers were installed. The seats in the ’85 Mustang include adjustable “bolsters,” which are built into the seat bot-toms of the buckets and can be extended manually to support the legs for added comfort and style.

A set of Acme seat cover replicas and rejuvenation of the old factory foam forms made the Mustang convertible interior look like it just rolled out of the showroom. The accompanying photos and captions show how it was done.

-COVERY

+ + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +



+ + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +

3 Jaime began by removing and dismantling

the front bucket seats. The seat bottom

cushions were carefully disassembled. Then

the hog rings anchoring the original covers

were carefully opened and the seat covers

were removed.

4 Several slits were cut into the bottom cushion

pad and each was fi lled with a slice of quarter-

inch, closed-cell foam to refresh the bottom

cushion. Each foam strip was secured in place

with spray adhesive.

5 After the strips were trimmed with shears,

they were vigorously wire-brushed to blend

into the foam form.

6 Half-inch foam was then prepared for

covering each seat bottom to further soften

the seat and add durability and consistency.

Sections of the foam were cut to fi t the

bottom cushions exactly. Spray adhesive was

applied to the foam and to the cushion to

bond the foam in place.

7 A bolt of headliner fabric was cut to cover

each cushion. Then the headliner fabric was

bonded over the half-inch foam over the

quarter-inch “baffl es.” The original foam form

is ready to begin its new life.

8 Unlike most aftermarket seat covers that

come with plastic welts for affi xing the hog

rings, the Acme covers feature quality

metal tie-downs.

9 After watching a trained upholsterer like

Jaime install the seat covers, one can’t help

wonder how “Joe Citizen” would have fared at

the job.

10 The bottom cushion cover was applied and

smoothed into place.

11 The bolsters, an integral part of the bottom

cushions, were disassembled and the cushion

rebuilt. The bolster assembly was installed into

the bottom cushion.

12 Jaime pulls

the seat-back

cover into place

on the driver’s

bucket seat.

13 The completed

front bucket seat,

rebuilt, refoamed

and re-covered,

awaits installation.




+ + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +

15 After installing the quarter inch strips as

baffl es, Javier prepares to wrap the rear bench

foam form in half-inch foam. After Javier bonds

the new foam over the original bench seat

form, he prepares to cut a section of headliner

material to further wrap the bottom cushion.

16 When the bench seat cover wouldn’t

fi t, we realized we’d gotten a cover for

the rear bench seat of a sedan rather than

the considerably smaller version for this

convertible (proving that even experienced

professionals can make mistakes).

14 While Jaime was rebuilding the front

bucket seats, brother Javier removed

the rear bench and removed the original

factory cover. The pad was inspected and

“massaged” to be rejuvenated.

17 The error was immediately corrected, and the

correct cover was applied to the rear bench. (Inset)

A look at the front buckets installed and the

brothers’ top-notch handiwork.


http://www.larrydennis.com


Mind your business

Business plans are nothing...Business planning is everythingby John Baker

Dwight Eisenhower, when contemplating the plan for the invasion of Normandy and northwest Europe during World War II said, “Plans are nothing. Planning is everything.” His view was that while both are necessary, plans are nothing

but static documents, yet planning is a responsive and dynamic action that brings focus to uncertainty.

Consider a pilot flying a 747 from Los Angeles to Japan. The plan is to land at the Narita International airport. Unexpected winds, other aircraft traffic and mid-ocean storms alter the plane’s course. Unmanaged, the pilot would just as likely land in Seoul. The flight plan sets an initial course and a final destination, but the process of planning ensures that the pilot takes the appropriate action to get the airplane where it needs to go.

In business, planning is just as vital, especially when things are rapidly changing and the economy seems to be in constant flux. With the market in less-than-perfect shape and so much uncertainty in the air, many business owners forego the discipline

of establishing a business plan under the assumption that it is a waste of time. This is a mistake. The most essential reason to write a business plan isn’t to set a course of action, but to provide a management tool to use in the present and the future.

Business planning is fraught with misconceptions. The biggest is assuming that the planning process needs to be complicated and burdensome. A sound business plan only needs to address four questions:

Where are we? The plan should clearly define the financial, environmental and market realities facing the business. This should not be addressed in overly technical language, but rather with straightforward words that define the health of the business and its competitive position. The plan must have its foundation in what is real, not something assumed or hoped for. Someone reading this section of the plan should understand the strengths and weaknesses of the business, and have a sense of the company’s potential given the current reality.

Hint: The best way to lose any enthusiasm in your business plan is to make this section a complex, statistical dissertation. Readers care nothing

about your plunging ROI, but care intensely about what that means to your business. Use only those financial matrices that truly explain

how your business is performing.

Where are we going? The plan should spell out what the organization wants to accomplish in the coming years. This section is a statement of business aspiration, balanced by the reality set forth in sec-tion one of the plan. This creates a reasonable prediction of the momentum needed to achieve future goals. It is foolish, for example, to state an aspiration that is no more than a pipe dream—aspirations need to be tied to reality. This section of the plan allows the reader to understand the potential of the business based on three factors:

0209UJ_p24-cv4.indd Sec3:240209UJ_p24-cv4.indd Sec3:24 1/28/09 11:14:13 AM1/28/09 11:14:13 AM



• Financial: Why should one invest in us?

• External: Why should clients and prospects do businesses with us?

• Internal: Why should employees work here?

Hint: Abstract vision statements are as credible as Britney Spears speaking at a parenting conference. The best plans are insightful because they balance bold market aspirations with commonsense business acumen.

How will we get there? The plan should set forth the imperatives of the business, the tasks that are abso-lutely non-negotiable to achieve success. This section not only defines a critical path for the business, but it identifies the important, but non-essential objectives. By doing this, leaders define where they are willing to fail in order to secure the critical path.

The plan sets a context for decision making around competing goals, such as delaying a product launch in order to achieve bottom-line results. After reading this section of the plan, the reader should know not only what keeps the owners of the business up at night, but also what lengths they are willing to go for a good night’s sleep.

Hint: Want to break down organizational silos? Make sure each employee knows where his or her job fits within the critical path outlined in this section. If not, he or she is not fully a part of the team.

Are we on track?The plan needs to define what success looks like and who is accountable for which measure, when measurements will be taken, and the corrective actions to be


http://www.burchfabrics.com

http://www.hooverproducts.com


Keeton Supply Co.Keeton Supply Co.

Everything you need for Upholstering Furniture!• Dacron • Adhesive • Kapok • Thread • Weltcord • Webbing •

Foam • Zippers • Cane • Fasco Staple Guns • Decorative Nails •Down & Feathers • New & Used Sewing Equipment

Ft. Worth, Texas

Softside Automotive & Marine VinylCatalog Available

Fax 817-268-2931Texas 1-800-792-8777 • National 1-800-433-1710

www.keetonsupply.com

Upholstery SuppliesSince 1898

Your Great Supplier for all your Upholstery Needs!Upholstery Fabrics � Vinyl Upholstery � Marine Fabrics

Outdoor Furniture Fabrics � Upholstery Supplies � Marine Supplies

We stock: Soft Side � Topyssey � Top Notch � Top Gun � Sunbrella � OdysseyIII � Outdura Canvas

Call Great Lakes Fabrics, Inc. today for all your Marine and Upholstery Needs!Ph. 989.893.3311 - 1.800.652.2358 � Email: email@glfi .com � Website: www.glfi .com

taken in the event of a deviation from the plan. A sure way to add frustration is to create a business plan that sits on the shelf unopened, with an expiration date of one year. The best business plans are constantly referenced and regularly amended.

Hint: This section should flow directly into the formulation of team and individual goal documents. It provides a uniform template that ensures everyone has goals and measures aligned to organizational vitality.

During uncertain times, key business constituencies—clients, prospects and employees—need to receive heightened levels of information. The business plan provides an excellent communication tool and sets forth a clear path of action that can be referred to in unclear cir-cumstances. This generates comfort and confidence in the business, its leaders and the planning.

John Baker is author of “READY Thinking—Primed For Change.” As a leadership expert, speaker and founder of READY Thinking LLC, Baker has helped hundreds of organizations achieve success by adopting a practical framework of thinking during times of change and opportunity. He has over 20 years experience as a senior executive with companies including American Express and Ameriprise Financial, specializing in sales, client loyalty and customer service. E-mail [email protected] or visit www.readythinking.com.

Mind your business

INCREASE YOUR PROFITFOLLOW THE UPHOLSTERER’S MOTTO

REPAIR-ITRECOLOR-ITREPLACE-IT

Vinyl-Pro of Western PA. has all your leather, vinyl repair tools, and recoloring materials to handle all your custom needs. Call 1-800-750-7939 or visit www.vinylpro.com and www.vinylprofl ash.com to watch a video demonstration of all the products offered.

M A R K E T P L A C E

For more information on classified advertising

in IFAI’s Upholstery Journal, contact Kristen Evanson at IFAI,

1801 County Rd. B W., Roseville, MN 55113-4061 USA.

Phone: 800 382 0134, fax: +1 651 225 6966 ,

e-mail: [email protected].

OEM LOUNGE SUPPLIER NEEDED

Major brand of seating for the hospitality and office markets in North America looking for a domestic manufacturing source to greatly expand our commercial lounge seating business. If interested please reply in confi dence to:

[email protected] or call: 404-314-6555



http://www.keetonsupply.com

http://www.glfi.com

http://www.readythinking.com

http://www.vinylpro.com





CALENDAR ADVERTISER INDEX

The advertisers in BOLD are exhibitors at IFAI Expo 2009. Plan to attend and visit their booths at the show, which will be held in San Diego, Calif., September 23–25, 2009.

For more information on IFAI Expo 2009, please visit www.ifaiexpo.com.

For advertising rates or to reserve a booth, contact IFAI Sales at +1 651 222 2508 | 800 225 4324 (U.S. or Canada); or [email protected].

� IFAI member

Feb. 5–8CMCFA ConventionAt the Doubletree Hotel in Annapolis, Md. The Chesapeake Marine Canvas Fabricators Association’s annual convention.

Visit www.cmcfa.org.

Feb. 9–13Las Vegas MarketAt the World Market Center in Las Vegas, Nev.

Contact [email protected].

March 5–7IFAI Canada Expo 2009At the Coast Plaza Hotel & Convention Center in Calgary, Alberta, Canada.

Contact [email protected], visit www.ifaicanada.com.

March 9–13New York Home Fashions MarketAt various showrooms in New York, N.Y.

Visit www.homefashionproducts.com.

March 11–13TIFF 2009At the Impact Convention Center Muang Thong Thani in Nonthaburi, Thailand. The Thailand International Furniture Fair draws furniture entrepreneurs looking to introduce new products and to expand their businesses into foreign markets. Web site includes a travel planner.

Visit www.thaitradefair.com.

March 14–16Atlanta International Fine Linen & Home Textiles ShowAt the AmericasMart in Atlanta, Ga.

Visit www.americasmart.com.

March 20Entries due for Design & Craftsmanship AwardsThe Upholstery Journal Design & Craftsmanship Awards provide a platform for upholsterers to show off their work and unique talents.

Contact [email protected], visit www.upholsteryjournal.info.

25 Burch Fabrics Group 800 841 8111 www.burchfabrics.com

26 Great Lakes Fabrics 800 652 2358 www.glfi.com

25 Hoover Products +1 951 654 4627 www.HooverProducts.com

26 Keeton Supply Co. 800 433 1710 www.keetonsupply.com

23 Larry Dennis Co. � 800 772 7542 www.larrydennis.com

7 Pyramid Trim Products 800 333 8746 www.pyramidtrim.com

15 Roden Leather Co. 800 521 4833 www.rodenleather.com

3 Rowley Company � 800 343 4542 www.RowleyCompany.com

13 Tedco Industries Inc. +1 410 247 0399 www.tedcoindustries.com

Cv4 Tri Vantage, LLC � 800 786 1876 www.trivantage.com

26 Vinyl Pro 800 750 7939 www.vinylpro.com


http://www.ifaiexpo.com


http://www.cmcfa.org



http://www.ifaicanada.com

http://www.homefashionproducts.com

http://www.thaitradefair.com

http://www.americasmart.com



http://www.burchfabrics.com

http://www.glfi.com

http://www.HooverProducts.com

http://www.keetonsupply.com

http://www.larrydennis.com

http://www.pyramidtrim.com

http://www.rodenleather.com

http://www.RowleyCompany.com

http://www.tedcoindustries.com

http://www.trivantage.com

http://www.vinylpro.com


When Amanda Brown and Lizzie Joyce, upholsterers and owners of Spruce Upholstery in Austin, Texas, found an antique wingback armchair at an estate sale, they jumped

on the opportunity to reinvent the piece using their shop’s trademark style. Typical work at Spruce Upholstery isn’t typical at all—Brown and Joyce strip antique furniture down to their frames and build them back up using stylish, modern fabrics and materials.

The duo stripped everything off the wingback, exposing the frame, then painted the legs and built up the springs and the pad-ding. During that process, they formulated an idea for a circle pattern using individual pieces, and started putting it together.

“Making the fabric was the biggest part of the process,” says Brown. “We had to make each circle individually and make sure they communicated with the other pieces on the chair. It was really a piece-by-piece process.”

Brown and Joyce chose black canvas for the cover and appliquéd pieces of white felt to create the circular pattern. Just applying the felt circles took a couple days.

“The project was about 40 hours of sewing,” Joyce notes. “It took about a total of four days to put it together.”

But both upholsterers knew their time spent on the piece was worth it when the work on the wingback was finally finished, and the circular pat-tern was a success. “This was something we had wanted to try before,” says Brown. “We really wanted to try an unconventional approach to your typi-cal wingback chair.”

Brown and Joyce encourage other upholsterers to take similar nontraditional approaches to upholstery.

“You can do something nontraditional with a traditional piece,” Brown suggests. “You don’t have to replicate it exactly; you can restyle it and use your imagination to do something completely different.”

Do you have a project you’d like us to feature in Save My Seat?

Send details of your project, along with before–and–after pictures

in the form of print photos or electronic images (tif, eps, or jpeg of

300 dpi or greater) to Kelly Frush, Associate Editor, Upholstery Journal,

1801 County Road B West, Roseville, MN 55113, or e-mail them to

[email protected]. All images become the property of Upholstery

Journal and cannot be returned.

Save my seat

0109UJ_paidsubform.indd 2 1/14/09 1:39:50 PM

Full circleAn antique wingback gets a stylized spin with a circular theme

by Kelly Frush

Project: Restyled wingback

Upholsterers: Amanda Brown and Lizzie Joyce, Spruce Upholstery, Austin, Texas

Top: Brown and Joyce brainstormed the design of this modernized wingback, sketched out a few ideas and then went to work. Above: Brown and Joyce have an interest in making their own custom fabrics, so they used black canvas and white felt to create their own cover for the chair. Right: Most of Spruce's customers bring in their own furniture, but Brown and Joyce also frequent antique sales, estate sales and Craigslist.com to find pieces.




Name _________________________________________________

Company _______________________________________________

Address ________________________________________________

City __________________________________________________

State __________________________ Zip _____________________

Phone ___________________________ ____________________

Fax ___________________________________________________

E-mail ________________________________________________

� Bill me

�� Check Enclosed $_______________

�� Credit Card Payment � Visa � Master Card � Amex � Discover

Card Number: ___________________________________________

Expire Date: ____________________________________________

Card Holder Name: _______________________________________

Signature: _________________________ Date: _______________

Fax: +1 651-631-9334

Mail: IFAI, SDS-12-2108, PO Box 86, Minneapolis, MN 55486-2108

Offer ends December 30, 2009. Please allow 4-6 weeks for shipment of fi rst issue. Offer valid for new subscribers only.

� $59 $39 / 2 Years U.S.A.

� $79 $49 / 2Years Canada/Mexico (U.S. funds)

� $129 $69 / 2 Years Other Int’l (U.S. funds)

59

79

129

Introductory offer–Subscribe today and Save!

TWO years forthe price of ONE!

Each issue offers:Applications for home, transportation, commercial•

Business tips & expansion ideas•

Award-winning “how to” techniques•

New products & industry trends•

Networking ideas for growth•

TITLE (check one):

� Owner � Upholsterer� Teacher/Administrator � Fabricator � Other (please specify) ___________________

PRIMARY BUSINESS (check one):

� Upholstery Shop � Marine Fabricator � School/College/Government Facility � Supplier of (please specify) _______________� Other (please specify) ___________________

Please print.

The essential magazine for your business.

0109UJ_paidsubform.indd 2 1/14/09 1:39:50 PM0209UJ_p24-cv4.indd Sec3:CV30209UJ_p24-cv4.indd Sec3:CV3 1/28/09 11:14:26 AM1/28/09 11:14:26 AM


Cabe

rnet

Sau

vign

on

Mus

tard

Fing

er P

aint

Gra

pe Ju

ice

Tom

ato

Sauc

e

Dirt

Coff

ee

Life

Rep

ella

nt

Intro

duci

ng 1

17 n

ew d

ecor

ativ

e Su

nbre

lla® fa

bric

s th

at s

tand

up

to th

e to

ughe

st s

tain

s an

d sp

ills.

Th

ese

easy

-to-c

lean

fabr

ics

keep

bea

utifu

l fur

nitu

re b

eaut

iful,

insid

e or

out

. Vi

sit o

ur o

nlin

e sh

owro

om a

t ww

w.tr

ivan

tage

.com

.

Tri V

anta

ge® is

a r

egis

tere

d tr

adem

ark

of G

len

Rave

n, In

c.

®

HIG

H PO

INT

COLL

ECTI

ON

™ 3

0209UJ_p24-cv4.indd Sec3:CV40209UJ_p24-cv4.indd Sec3:CV4 1/30/09 11:26:02 AM1/30/09 11:26:02 AM

http://www.trivantage.com

Documents

Upholstery Journal, February March 2009, Digital … JOURNAL | FEBRUARY/MARCH 2009 1 16 28 FEATURES FEBRUARY/MARCH 2009 VOLUME 17 NUMBER 1 FPad_IAA09.indd 6 11/13/08 2:25:12 PM ON