Toray Dispels Microfiber "Myths"

More and more furniture industry professionals seem to be confused as to exactly what constitutes an "ultra-microfiber" and, what’s even more alarming, which products provide customers with all the benefits of this advanced fabric technology.

"There is only one Ultrasuede®," said Andrea Boragno, President and CEO of Toray Ultrasuede (America), Inc. (TUA). "Ultrasuede® was—and is—the first ultra-microfiber, and it remains the only upholstery fabric on the market capable of delivering the kind of luxury and performance consumers have come to associate with microfibers."
Noting that Ultrasuede® results from an extremely sophisticated production technology requiring a massive investment in R&D as well as in machinery, Boragno emphasizes that the "myth" of a "generic" microfiber risks harming the end user and, ultimately, the furniture upholstery business itself.

"Consumers are going to be disappointed, to say the least, when their so-called microfiber product doesn't perform up to the standards they expect from Ultrasuede®," Boragno adds. "It’s a question of trust. Furniture customers expect dealers to know the facts about premium upholstery fabrics."
To combat this wave of "disinformation," TUA has redoubled its trademark protection campaign, working with industry journalists and business leaders to dispel the confusion and educate the public on the unique—and proprietary—benefits of the Ultrasuede® brand.

On the retail front, TUA has instituted an unprecedented 10-year warranty program for Ultrasuede® residential furniture upholstery, an important way of certifying that the buyer has indeed purchased the authentic, superior product, as well as an educational kiosk program designed to help identify Ultrasuede® clearly at the selling point.

TUA also continues to promote the use of hangtags, sew-in labels and the like to make it easier to distinguish Ultrasuede® products from its imitative competitors, in addition to producing a wide range of printed and electronic communications designed to explain and clarify the realities of the ultra-microfiber.