Shuford Mills, HomCraft end relationship

Shuford Mills announces new Outdura Field Sales Organization, HomCraft to represent Sunbrella brand

Shuford Mills  and HomCraft have ended their relationship, effective Jan. 31. HomCraft announced it will serve as the primary sales agent for Glen Raven’s Sunbrella residential fabrics brand in the U.S. and Canada, while Shuford Mills has moved forward to create its own field sales organization for its Outdura brand of performance fabrics. 

Three of HomCraft’s representatives have accepted positions with Shuford Mills. Clayton Brown will serve as Outdura’s exclusive agent in the West region; Gene Schwartz will manage the Southwest region and Steve Blumenfield will oversee the Northeast region.

Natalie Scott, vice president of customer development, will provide overall strategic direction for the casual furniture segment.  In addition, Johnny Jones has joined the Outdura team and will manage the Southeast and Central regions.     

“We have assembled a cohesive, effective customer focused team,” Scott said. “The extensive knowledge base and background of this team provides our customers with an incredible support network.  The team aligns will with our value system at Shuford Mills and will cement Outdura’s overall brand proposition with our customers.”

HomCraft, which operates a showroom in High Point, consists of nine independent sales agents who represent a number of furniture fabric lines. “We were approached by Glen Raven and had to make a decision,” said Ralph Allen, a partner with HomCraft. “We’re all shifting gears and (Shuford Mills) is not going to miss a beat.”

 “The styling range of our residential Sunbrella lines has grown tremendously during recent years, which makes the timing ideal to expand our sales representation through HomCraft,” said Greg Rosendale, residential furniture fabrics manager for Glen Raven. “These seasoned sales agents understand and appreciate the Sunbrella story and will be key to our growth strategy.”

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