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WHOLESALE DECORATIVE-FABRIC LEADER ASSESSES INDUSTRY PERFORMANCE

   WHOLESALE DECORATIVE-FABRIC LEADER ASSESSES INDUSTRY PERFORMANCE
    CLEVELAND, Dec. 12 /PRNewswire/ -- A decline in overall business, accompanied by a change in buying trends dominated the wholesale decorative-fabric industry in 1991, according to Stuart W. Giller, president of B. Berger Company, Cleveland.
    These changes were the apparent result of two major factors -- the nation's overall economic condition, and a concerted effort by customers to obtain quality goods at lower prices.
    When Giller acquired the 68-year-old premier decorative-fabric wholesaler "from the brink of extinction" in April of this year, he didn't fully realize that the changing market trends, which he now believes will continue throughout the '90s, would actually be helpful to mold B. Berger into a market leader.
    "The new trend," said Giller, "is for those customers who are redecorating their homes or offices to seek decoratively affordable fabrics and wall coverings that offer greater perceived value at a budget price."
    Industry observers indicate that many decorators/designers now recommend that their clients moderately redecorate, rather than purchase new furniture and redo rooms or areas completely.  By reusing what they have -- and reupholster, repaint, change wall coverings and add some window treatments -- they are able to achieve a completely new look or decor within a more limited client budget.
    According to Giller, many of the interior decorators' more affluent clients, who spent freely in the past, are now requesting fashionable decorative fabrics and wall coverings at an affordable price.
    "As a result of these trends, we have increased our business with the high-end decorators," he said.  "With our 68-year reputation for supplying fine-quality decorative fabrics and exceptional service, we are able to offer decorators what they need to stay competitive.  They can now offer their clients 'the best of both worlds,' decoratively fashionable products at affordable prices.
    "Although we have only a nine-month period during which to gauge our performance, we expect to finish 1991 ahead of our business plan," Giller said.  "Based on current industry trends as we assess them, we fully expect 1992 to be a profitable year," he concluded.
    -0-                       12/12/91
    /CONTACT:  Alan Stuart of Stuart Communications, 313-489-5595, for B. Berger Company/ CO:  B. Berger Company ST:  Ohio IN: SU: FC-DD -- NYBFNS2 -- 1730 12/12/91 07:12 EST
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Publication:PR Newswire
Date:Dec 12, 1991
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