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Euro Style doubles showroom space for High Point Market

HIGH POINT, N.C. -- Contemporary furnishings source Euro Style has doubled its showroom space for the upcoming High Point Market, which takes place Oct. 13-18.

The company, which had been in four separate locations on the IHFC's fifth floor, is now exhibiting in a 14,067-sq.-ft. showroom in the IHFC's Commerce wing, space 332.

In addition, Siedo Solutions - Euro Style's Italian product development partner - is showing in an adjacent, 7,098-sq.-ft. area in space 354 of the Commerce wing. Siedo will feature a variety of contemporary-styled leather furnishings.

"We are very pleased that this new, larger showroom became available," said Trig Liljestrand, president of Euro Style. "We're now in a very accessible, centrally located spot at the top of the escalator from the Commerce wing lobby on the third floor of the building."

Liljestrand, whose company has shown in a number of High Point locations over the years, added that "it is clear to us that the IHFC building is not only the most conveniently located building, it also is the best-managed building."

According to Liljestrand, Euro Style needed more space to "properly display" the many new collections it has introduced over the past few years. Recent introductions include the addition of a new division - Euro Style Contract - that serves the hospitality trade and other contract customers. In addition, he said, the company has added several new fabric sofa collections designed by Stanley Jay Friedman "that have been doing exceptionally well."

At February's Las Vegas Market, Euro Style also introduced its first outdoor furniture program. The line is being expanded in High Point with two new collections - Gazelle and Lavinia. These collections will be available for factory-direct shipping immediately, or in smaller quantities from the company's warehouse starting in March 2013.

In High Point, Euro Style also will show a number of new home office, dining, bar and occasional collections.

The new showroom has been designed by Anna Jolly, Euro Style's Greensboro, N.C.-based visual merchandiser. "Anna is very creative, and her design for the space will be very exciting," Liljestrand said.

Each day during market, Euro Style will serve lunch at noon and wine in the late afternoon and early evening. It also will serve espresso, San Pellegrino water and Carlsberg Elephant beer throughout the day.

"We are very excited about Euro Style's move to this larger, premier space," said Julie Messner, VP of leasing for International Market Centers. "The move shows the important role that the High Point Market plays in the marketing strategies of growing companies."

Based in San Rafael, Calif., Euro Style works with more than 20 factories in five countries to develop and source its line. The company's warehouse is located in Union City near San Francisco and the port of Oakland.

Liljestrand added that former Sitcom executive Dobee Snowber has joined Euro Style as director of operations and human resources, a new position.

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