Home Grown Sofas Elicit Kudos From Customers.

DENVER -- Design it, manufacture it, distribute it, retail it, and they will buy it. National furniture retailer Sofa Mart has embraced this philosophy and has garnered impressive results. Sofa Mart has just launched their own line of private label sofas that have elicited kudos from customers.

The custom-made line, christened The 37th Avenue Collection, is manufactured in Denver, Colorado, and features quality upholstered pieces offered at dramatic discounts. The Collection is sold at Sofa Mart and Furniture Row Outlet locations exclusively. The Collection contains sofas, sofa beds, loveseats, side chairs and ottomans.

The Price

The 37th Ave Collection is completely controlled by Sofa Mart's corporate operations. From concept to completion, Sofa Mart oversees the entire process. Therefore, Sofa Mart[R] is able to eliminate the middleman mark up in multiple production and operation phases, and subsequently passes the savings directly to their customers.

Tom Thompson, General Manager of Sofa Mart[R], elaborates on value of the 37th Ave Collection[TM]. "Because we design, manufacture, distribute, and retail the collection, we're able to supply high-end looks at affordable prices without removing the quality."

The Look

While the price points attract the customers, the look of the Collection closes the deal. The pieces are designer inspired and crafted specifically for long-term aesthetic appeal. Various fabric options, the selection of vibrant and earth tone color pallets, and tailored shapes, cater to customers who are seeking stylish furniture with enduring appeal.

The Construction

Sofa Mart[R] uses more upgraded construction components and materials than most leading brand-name sofa manufacturers for The 37th Ave Collection. Hence, the structural integrity of the Collection is unsurpassed. A lifetime warranty is offered on the line's spring base, frame and the seat cushions.

In addition to the warranty, the furniture line offers quality construction components listed below.

* The coil spring base includes 12 coils per seat, and provides the same deep seating comfort of 8-way hand tied construction. This gives our customers an incredible "high end" ride in seating comfort at affordable prices.

* The crowned seat cushions are up to 10" thick and made of 1.8lb high resiliency foam, and are wrapped in convoluted foam and dacron for deep seating comfort. They are guaranteed to last the life of the sofa.

* Dacron fiber filled back cushion and throw pillows provide for luxurious seating comfort.

* Triple padded arms prevent detection of the frame inside. Customers will find that the arms are comfortable to sit on.

* The all-wood frame consists of rugged interlocking, mortise and tenon construction.

* The five-leg support system ensures balanced load distribution and frame reinforcement.

* Reversible seat and back cushions on the majority of styles maximizes and extends the life of the fabrics.

* A fully padded frame surrounds the outside of the arms, back and front rail to enhance the tailoring.

* Beautiful, yet durable designer fabrics are used that are soft to the touch.

* Detachable arms allow for easy maneuvering through tight corridors and narrow doorways during delivery.

The price, look, warranties, and quality construction have contributed to the 37th Ave Collection's popularity with customers. Celeste Jones, a Sofa Mart customer consultant, has sold furniture for eight years. "I'm so impressed with the value of this line. I'm a customer-oriented sales representative and feel really good about selling this product. It's easy to sell a product you believe in."

For more information about The 37th Ave Collection[TM] by Sofa Mart[R] visit www.furniturerow.com/37thavenue.

Sofa Mart[R] also carries accent pieces such as occasional tables, armoires, area rugs, and home accessories. For additional information on Sofa Mart and to locate stores, please visit www.furniturerow.com.