Shuford Mills makes personnel changes for growth, extends Outdura warranties

New organizational structure in play for 2007 targeting casual furniture

Staff -- Casual Living, 2/1/2007

CP Davis, president of Hudson, N.C.-based Shuford Mills, announced major organizational improvements as the company invests for growth in the casual furniture and marine fabric segments in 2007.

Jeff Jimison, a 10-year veteran of the Shuford Mills organization, has been promoted to vice president of sales for Shuford Mills. Before his promotion, Jimison served as director of sales and marketing, Outdura, where he helped launch the Outdura brand of fabrics in 2000.

In his new role, Jimison will focus on expanding the scope of the Shuford Mills/Outdura presence in the marine and awning segments through continued development of existing OEM customers, distributor opportunities, new partner weaving and licensing programs.

Natalie Scott is joining Jimison on the executive team of the Shuford Mills sales operation in a new position, vice president of customer development, casual furniture. Scott will work closely with manufacturers, jobbers and other key customers to create joint business-building programs and to enhance Outdura brand's visibility in the casual furniture arena. Scott previously served as the national sales manager for residential fabrics at Cone Jacquard.

"The combination of Natalie and Jeff gives us great confidence in our ability to develop long-term partnerships with our customers," Davis said.

In addition, the company promoted Becky Lane to the new position of manager of customer care and distribution. Lane was team leader of customer care. Lane will oversee the Customer Care Center, where she will support numerous supply chain initiatives with key suppliers and customers. Lane will manage day-to-day distribution activities and staff in Hudson.

"Shuford's move is clearly sending a strong message to the specialty textile industry that they are investing in all facets of their operation — personnel, supply chain enhancements, a new marketing communications campaign and product design capabilities to become one of unquestioned leaders in the outdoor and marine performance fabrics," said Laurie Jenkins, designer and president of Laurie Bell, who works closely with many fabric and outdoor furniture manufacturers.

Shuford Mills also has extended its warranties on all three of its Outdura performance products, used by manufacturers of casual furniture, umbrellas and replacement cushions as well as boat builders, marine and awning fabricators. Jimison said the warranty on furniture-weight Outdura was increased from three years to five years, while warranties on marine- and awning-weight Outdura and on Outdura Trio were boosted from five to six years.

"It's not often that any product performs so well the manufacturer decides to extend the warranty," Jimison said. "These extensions are evidence of Outdura's performance record and the confidence the industry and the public have shown in this outstanding family of fabrics. Our tests show Outdura furniture-weight fabrics in solid colors and canvas stripes now exceed the 30,000 double rubs of abrasion required by the hospitality and contract markets. It also offers unprecedented protection from the sun, with a UV Protection Factor (UPF) of 50+."