Archive for March, 2010

CONQUERING THE SUMMIT
- Softline Home Fashions Scales New Heights at High Point Market -

On April 17, Softline Home Fashions, the leading importer and distributor of decorative fabrics and ready made curtains and pillows, will take part at High Point Market, the largest furnishings industry trade show in the world, boasting the world’s most comprehensive product selection.

Set against the beautiful landscape of High Point, N.C, Softline will be revealing an entirely new line called The Element Collection, as well as a luminous new design called Sandridge Collection, a striped poly-cotton blend available in 22 different styles. Softline will also offer a vast array of decorative pillows.

High Point Market, the world’s home for home furnishings, exposes the newest home trends and business best practices with leading researchers and industry experts. The event plays host to more than 160 leading buyers, representing more than seventy of the industry’s leading companies, of which Softline is at the very fabric and furnishing forefront.

In an increasingly competitive market, particularly under the constraints of the current economy, the industry may be reinventing itself. Softline is no stranger to change; they have consistently molded their products to an evolving world to meet the fierce, uncompromising demands of a growing, discerning clientele.

Visit Softline’s showroom, April 17- 22, 2010, at Suites at Market Square (Space #G-1042). For more information, visit www.softlineonline.com.

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Media Contact:
Eileen Koch
Eileen Koch & Company INC.
310.441.1000
eileen@eileenkoch.com
www.eileenkoch.com

New for Spring 2010:
Sandridge
A collection of striped, linen-look, cotton-poly curtain fabrics
(22 varieties, available by the bolt or as ready-made curtains)

Softline was mentioned in this month’s issue of Specialty Fabrics Review! The article discusses how companies are using social media as a strategic tool. Read the article:

Using new media tools wisely

Plan your strategy to make social media marketing your interactive advantage.

By Linda Kaun

You might be tempted to jump right into social media marketing, sign up for Facebook and Twitter, start a blog, and add a few videos to your website. However, you’ll quickly realize it’s not the shiny new tools that lead to success—it’s how you use those tools.

A strategy and plan of action provide a strong foundation for reaping long-term benefits from social media. A “look and listen before you leap” policy will help inform your strategy and goals and make your online efforts much more effective.

What is social media?

Understanding social media is to understand the profound shift in thinking that is revolutionizing the way we conduct business, both as consumers and as business owners. …

Increasing marketing effectiveness

In terms of customer-related benefits, McKinsey Quarterly’s 2009 “Global Survey”1 found blogs were the most useful tool for 51 percent of responding companies. Video sharing and social networking rated 48 percent each. In addition, 52 percent said that the tools increased marketing effectiveness, 43 percent found higher customer satisfaction, and 38 percent reduced their marketing costs.

Jason and Rodney Carr, co-founders and CEOs of Softline Home Fashions Inc., Gardena, Calif., leading distributors of drapery and decorative fabrics, actively started using social media tools in 2009. They find that “Facebook and Twitter have a different audience than our already existing customer base, which served as an opportunity to grow our brand. The feedback we’ve received reveal that customers feel like they are more informed about what we have to offer and are more knowledgeable about our products. This is encouraging for us because we have many repeat customers.”

Besides identifying new markets, new products and garnering free market research through customer feedback, social media can increase your website traffic, generate qualified leads, build brand authority and promote your products and services.

While these online tools are often free, updating the various accounts, writing blog posts and other content does take time—and talent. Be sure to factor that into your plans. According to the Carrs, another potential downside is that “not only are your customers following you, but your competitors as well. They can easily see what your next move in business will be, so it’s essential to be strategic in your approach.”

(read more…)

Softline Home Fashions is featured in the Examiner! Read the feature article below:

How a Southern California company thrives in an economic downturn
March 10, 2010
By Don Simkovich

Rodney and Jason Carr Softline Home Fashions in Gardena, south of Los Angeles, is getting new sales every day despite the nationwide economic downturn.

Founders, and brothers, Jason Carr and Rodney Carr, launched their company shortly after the tragedy of 9/11 in 2001. In less than five years, they reached $50 million dollars in annual revenue.

Today, they sell high quality polyester fabrics to independent retail stores and mass merchandisers in the United States and Canada. The fabrics are used for quality draperies and accessories such as pillows. Here is a summary of how they’ve positioned their company for growth and profitability. Scroll below the table for a slideshow on Softline’s operations, products, and presentation of fabrics. (read more…)