New River wood finish gets notice

Reve mocha finish debuted during premarkets

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.”