New River wood finish gets notice
August 27, 2007,
The new RÊVE outdoor mocha finish drew attention to New River’s showroom during Chicago’s Casual Furniture Pre-Market and the West Coast Casual Furniture Premarket, literally stopping people in their tracks, according to Michael Mettendorf, vice president of sales and marketing for New River.
“Frankly, everyone was blown away,” Mettendorf said. “Not only is this finish revolutionary in the U.S. market, it’s incredibly beautiful as well. We had to do very little selling ... it really spoke for itself. Dealers who never considered us for more than a few rocking chairs are giving us multiple slots on their floor. This product will give us immediate importance and access to retailers who cater to upscale consumers.”
RÊVE finishes by New River provide weather protection in full sun exposure for New River’s Brazilian Cherry furniture. The custom-applied RÊVE finish adds another dimension, making the wood virtually impervious to any outdoor elements, including insects, parasites and extreme temperature changes. As an added bonus, the custom RÊVE finish produces a deep, rich, upscale look. It’s available in mocha, which resembles walnut, or honey. RÊVE is currently available on a broad selection in the 2008 furniture collection, including the new Charleston Deep Seating pieces as well as the Extension Table and Dining chairs.
After literally searching the world for the most durable, extreme outdoor protection, New River selected a time-tested product from Europe used for many years in protecting doors and windows from harsh winter and wet summer weather.
RÊVE, which means “dream” in French, is a finish that’s water-based, eco friendly, non-toxic, hydro-repellant, prevents checking, splitting and cracking and prevents the effects of humidity, rotting and pests. Although it’s not maintenance-free, it may be the best shield available for protecting outdoor wood.
“I just returned from a trip to Europe to learn more about how the finish is used,” Mettendorf said. “I was amazed at the durability and versatility it gives to wood used in a variety of outdoor settings. We are thrilled to be able to offer this finish exclusively to New River customers.”
Related Content By Author
Move of the Century
Casual Living eWeekly
Most Viewed Articles
October Digital Edition
Don't miss the October digital edition of Casual Living! In this month’s Market Issue, we’ll bring you all the highlights of Casual Market Chicago, from innovative new products and hot trends to this year’s award winners and a taste of the party scene. Plus, you’ll get a sneak peek of all the product debuts at High Point Market.
In this issue:
- Consumer Survey: Did you know three out of four consumers read online reviews before purchasing outdoor furniture? That’s just one of the shopping insights shared in our exclusive report on consumer buying habits.
- Designer Viewpoint: A North Carolina designer creates an outdoor space for a modern-day Brady Bunch. • Barbecue Lifestyle: Our grill guy gives tips on extending the season through the holidays.
- Focus On: Patterns punch up the style quotient of outdoor accessories.