Brentwood Classic\'s ur_style collection sets new design direction

Written by Michael J. Knell March 2010

TORONTO (01 March 2010) - Brentwood Classics is deepening its already extensive offerings of eco-friendly upholstery covers adding hemp, linen and wool to its line-up in a collection that also aims to shore-up its position as one of this country\'s leading fashion-forward and design conscious furniture makers.

Launched at the Canadian Home Furnishings Market, the ‘ur_style\' collection is a 21st century interpretation of the mid-century design school that has also been scaled for the growing urban condo market where smaller living spaces are fast becoming the norm.

\"The mid-century home was designed to facilitate modern life, with an interior flexible enough to accommodate modern lifestyles. Decorating ideals were inspired by modernist principles, which were translated by architects and designers into a timeless aesthetic based in balance, natural elements and stylistic harmony,\" Brentwood Classics fashion director Diana Sisto explains.

Sisto, daughter of company president Guy Sisto, spent several years working in the Toronto fashion district before joining the family owned and operated furniture maker in early 2009.

\"Styling plays an important role in this collection as well as the green factor,\" she says. \"We were very inspired by mid-century modern design and each piece in ‘ur_style\' is bears a popular name from the late 1950s and early 1960s.\"

Sisto describes ‘ur_style\' as \"simple but special\" as it embraces tradition while fusing it with modern life. The collection features tailored designs and firm seating with clean, uncluttered lines. When covered in the new fabrics - whose colours range from muddy earth tones to dusty pastels - they become \"a unique balance of beauty, comfort, luxury and utility.\"

\"Mid-century modernists eschewed the notion that sofas, chairs and ottomans should be designed strictly as interior accessories, and set out to redesign furniture as unique statements of design,\" Sisto points out.

\"At Brentwood Classics we agree,\" she continued. \"Each part of the ‘ur_style\' collection can stand alone and make its own statement. Have a seat and go back to a time before e-mails and cell phones replaced hand­written letters and face-to-face conversations.\"

Each piece in the collection is made using Bio Plush Foam, which Brentwood began using in 2007 when it announced that it was converting its entire product offering to eco-friendly foams.

Retailers are also being offered several new cover choices including wool, hemp, linen and organic cotton - all of which are extremely eco-friendly, Sisto said.

Wool, which hasn\'t been a popular cover choice for upholstery in recent years, offers a number of ecologic advantages. Sisto said wool is healthy; naturally fire, dirt, wrinkle and static resistant; wears longer, water repellent; comfortable; dyes beautifully; and, sustainable.

Hemp often looks and behaves much like linen. \"This is a durable fabric that lasts and lasts and it softens with age,\" Sisto says. \"Like linen and cotton, this is a cool choice for summer as it breathes well. It is also recommended for warm, humid climates as hemp fabric resists mildew.\"

She also points out that unlike cotton; hemp requires minimal input in terms of water, fertilizers and pesticides to grow. It also grows more rapidly than cotton.

Linen is another sustainable resource. The flax from which it is produced requires fewer herbicides and fertilizers than cotton and crops have zero wastage. Linen is durable and 100% biodegradable and recyclable.

Brentwood Classic is also using organic cotton, which is cotton certified as grown without the use of agricultural chemicals such as fertilizers or pesticides.

The current ‘ur_style\' collection includes 10 suites - both sofas and sectionals - and six accent pieces including both ottomans and occasional chairs. It also includes a selection of accent pillows from kidney pillions to bolster and box tufted pillows.

\"This gives the customer the flexibility to make the final piece their own - hence ‘ur_style\',\" Sisto said.

The retail price points for sofas range from $899 to $1,899 while those for accent pieces range from $699 to $1,099.

Brentwood Classics is also now a member of the Sustainable Furnishings Council. Based in Chapel Hill, North Carolina, the SFC is a non-profit industry association that promotes sustainable practices within the home furnishings industry.

Home Goods Online

Cool furniture makes TCHFM hot

Written by Alixe MacRae January 2010

Traffic at this year's Canadian Home Furnishings Market was generally believed to be down but vendors gave those retailers who did come out many good reasons to buy. From colour stories that included eye-popping reds, luscious aubergine, retro turquoise, a 60's palette and dove gray to designs that broke new ground for a number of Canadian manufacturers, this year's Toronto market was hot because the product was just so cool.

Style also got a serious face-lift with fresh shapes at all price points; not just at the designer level. Higher-end manufacturers developed promotional products to help beat the "high dollar blues" while lower end manufacturers stuck a toe into the better market. But price was far from the top of the list; the vendors wanted to give the retailers product that would entice consumers with something compelling.

Elle's fashion report for 2010 includes: white, leather, pastels (featuring turquoise), bursting colour (fiery reds, blazing oranges) and ornamentation (furniture hardware and over-the-top pillows). Remember, what's big on her back is what she sees as today's style.

It was great to hear that competing vendors were seeking product exclusivity. Nothing demonstrates success better than a battle of the biggies.

Another good news story was the return of vendors to more domestic product. Canadian retailers are becoming more container-shy, and the Americans are back for both quality and return-on-investment reasons.

If, for whatever reason, you didn't attend; contact the exhibitors now. There were products you need on your floor.

No, I didn't like everything I saw; but here is a short list of favourites.

Brentwood Classics continues to be on the vanguard of eco-chic. Every element in manufacturing is being continually analyzed to ensure minimum effect on the environment. The upholstery specialist's "ur_style" has fabrics most people could probably eat as part of a high fibre diet. But good for you is also gorgeous for you.

The addition of Diana Sisto, daughter of company president Guy Sisto and a veteran of Toronto's fashion scene, as Brentwood's fashion director has ensured that design is as important as quality. While many pieces garnered rave reviews (eavesdropping is part of the job), the turquoise mid-century modern sofa was a solid hit.

Canadian Home Furnishings Awards

Retailer's Choice

Written by the CHFA January 2010

Congratulations to the 2010 Retailers' Choice Winner: Brentwood Classics

Congratulations to the 2009 Retailers' Choice Winner: Brentwood Classics

Congratulations to the 2008 Retailers' Choice Winner: Brentwood Classics

Congratulations to the 2007 Retailers' Choice Winner: Brentwood Classics

Home Goods Online

Brentwood Classics to hold designer night

Written by HGO Staff July 2009

TORONTO - Upholstery specialist Brentwood Classics will wrap up the Toronto Summer Furniture Show with its semi-annual Designer Night. The featured speakers will be design journalist and television personality Karl Lohnes.

The event will be held on Monday evening, 10 August 2009, from 5 to 8 p.m. at Brentwood Classic's showroom at 57 Adesso Drive.

Brentwood held its first Designer Night this past January and welcomed almost 150 interior designers and decorators from across the city. "It was such a huge success that we felt compelled to host this event semi-annually," Brentwood marketing director Diana Sisto said.

The evening is held at the end of Brentwood's "designer seat sale" and Sisto said it's also an opportunity for the company's design clients to network with each other while becoming better acquainted with other industry partners.

The evening closes with a draw that features prizes donated by other suppliers such as occasional furniture specialist Artage International, leather upholstery producer Campio Furniture and Kravet Canada, a fabric and high-end furnishing resource. Also, eight attendees will receive a day at the spa.

"The designer/decorator client is important to us, we want to show them how much we appreciate their loyalty," Brentwood president Guy Sisto said. "Brentwood Classics remains committed to a quality Canadian product at affordable pricing."

Karl Lohnes is a recognized expert on all good things related to the home, including decorating, renovation, entertaining, home keeping and shopping. He is the on-air home design expert for Canada AM, seen each morning on CTV, and also offers up a décor report on CHUM FM's All About Style with Marilyn Denis.

He reached millions of viewers for eight years by appearing on America's This Small Space on HGTV. He is one of the founding editors of Style At Home where he has remained the style editor for 15 years.

Home Goods Online

Brentwood Moving to Totally 'Green' Foam

Written by Michael J. Knell March 2007

TORONTO - Brentwood Classics will be among the first Canadian upholstery producers, and one of the few in North America, to convert to a completely eco-friendly foam when it introduces the component throughout its entire collection in late September. "We're going to go totally green," enthused Brentwood president Guy Sisto. "We've always wanted to do an eco-friendly collection but after investigating it for the past six or seven months, we thought why just a collection? Why not the whole thing?"

Beginning in mid-September, Brentwood will begin using BiOH branded flexible foam polyols manufactured by U.S. based agricultural and food products producer Cargill.

Unlike convention foam, which is extruded as a by-product of crude oil, the Cargill product is derived from vegetable oils, such as soybean oil. After testing the product, Sisto (photo at left) said there's no loss of comfort or performance when using this foam.

BiOH is available in seven different grades - four for seats and three for arms and backs - all with densities of 2.0 and 2.5 lbs. "The product itself will not change, the user will see no difference whatsoever," Sisto said.

The only drawback is the new foam is slightly more expensive than traditional foam. However, Sisto said he doesn't plan to introduce any price changes immediately, although it may be necessary to revise the price list in January.

Brentwood already uses water-based glues as well as air or kiln dried woods in their frames. The least eco-friendly component are the polyester fibres used in some of Brentwood's covers, but even they are recyclable to a certain extent.

"But the end of the year, 85 to 90 per cent of every sofa and chair we make will be eco-friendly," Sisto said. "The foam can be recycled. It can be crushed and processed to do other things."

His research showed that for every million pounds of BiOH foam saves some 2,200 barrels of oil and the process used to make it uses 61 per cent less non-renewable energy. It will take the next two months for Brentwood to use up its existing foam supply, but once depleted, Sisto will begin using the new Cargill foam.

In addition to his own Brentwood Classics label, the new foam will be used for both of the company's recently introduced designer collections - Kimberley Seldon for Brentwood Classics and the Not So Classic Collection created by Normand Couture.

Both designers have endorsed the move.

"The Kimberley Seldon for Brentwood Classics line always had great structure and style - incorporating the ‘green' aspect, takes my furniture to another level," Seldon said.

"I am really thrilled to be associated with Guy Sisto and Brentwood Classics in their search to make this planet a better place to live for us, and for the generations to come," Couture added. "We need more people like Guy that have a global vision, going far beyond one's little private backyard. Each of us needs to embrace new ways of living during these crucial environmental times."

In all, the new environmentally friendly foam will be used in over 90 different styles, as well Brentwood's offerings of chairs and sofa beds - a total of almost 400 SKUs.

Brentwood will also a launch a new marketing campaign in support of their initiative using the theme "Responsible Comfort." A new hang tag, that replaces Brentwood's traditional blue will be replaced with hues of green, will be attached to all shipped pieces.

In an increasing tough competitive market, it's becoming more difficult for Canadian manufacturers to differentiate themselves in the market and for Sisto, while saving the earth is highly important, it was also critical to give consumers another reason to buy his product over the imports.

Earlier this year, Perri Fine Furniture launched its Eco-Friendly Collection in collaboration with DeBoer's. However, the foam it uses is made of natural latex.

Furniture Today - Green:

Brentwood Converts to Eco-Friendly Foam

Written by Michael J. Knell March 2007

TORONTO - Brentwood Classics believes it will be the first Canadian upholstery producer, and one of the first in North America, to convert to eco-friendly foam when it switches to Cargill's BiOH brand in its entire line in late September.

"We're going to go totally green," said President Guy Sisto. "We've always wanted to do an eco-friendly collection, but after investigating it for the past six or seven months, we thought, Why just a collection? Why not the whole thing? The product itself will not change. The user will see no difference whatsoever."

Beginning in mid-September, Brentwood will begin using BiOH branded flexible foam polyols made by U.S.-based agricultural and food products producer Cargill.

Unlike conventional foam, which is extruded as a by-product of crude oil, the Cargill product is derived from vegetable oils, such as soybean oil. After testing the product, Sisto said there’s no loss of comfort or performance with Cargill’s foam.

BiOH is available in seven grades, four for seats and three for arms and backs, with densities of 2.0 and 2.5 lbs.

The new foam is slightly more expensive than traditional foam, but Sisto doesn't plan any price changes immediately, although Brentwood may revise its price list in January.

The producer already uses water-based glues as well as air- or kiln-dried woods in its frames. The least eco-friendly component are the polyester fibres used in some of Brentwood's covers, but even they are recyclable to a certain extent.