Historically, it has been extremely difficult, if not impossible, to enhance water repellency in a performance fabric without reducing breathability
Charlotte, NC (PRWEB) October 21, 2008
Glen Raven Custom Fabrics is assuring that its iconic Sunbrella® fabrics brand continues its industry leading position with enhanced performance, extended warranty periods, expanded fabric offerings and a new brand identity. These new developments are being unveiled during the IFAI Expo, a leading trade event in Charlotte, N.C. in late October.
"We are continuing to invest in our Sunbrella brand in every area - performance, styling and market positioning," said Hal Hunnicutt, vice president of marketing for Glen Raven Custom Fabrics, the makers of Sunbrella. "With Sunbrella approaching its 50th anniversary, it is as fresh and innovative as the day it first appeared in 1961."
Leading the list of announcements for Sunbrella fabrics is the introduction of a "Next Generation" product. Through enhancements to every aspect of manufacturing, from fiber formation to finishing, the water repellency of Sunbrella awning and marine fabrics has been boosted by 25 percent with no loss in breathability.
"Historically, it has been extremely difficult, if not impossible, to enhance water repellency in a performance fabric without reducing breathability," said John Coates, vice president of research and development for Glen Raven Custom Fabrics. "After several years of intense development work, we have created a new fabric which shifts this paradigm."
Even before recent performance enhancements, Sunbrella fabrics have typically performed well beyond warranty periods. In recognition of Sunbrella's durability record, Glen Raven is extending the limited warranty period for awning and marine fabrics from five years to 10 and furniture fabrics from three years to five. The new warranty periods take effect on Nov. 1
"Our constant development and testing of Sunbrella fabrics gives us the confidence to offer significant extensions to the best backed warranty in the industry," Hunnicutt said. "Our goal is to add even more value to our brand for the benefit of our customers and ultimately for consumers."
Glen Raven has continually expanded its offering of Sunbrella fabrics, and this focus on new products has been extended this fall to its awning fabrics collection. The addition of 28 new stripes and solid colors is based on Glen Raven's continual analysis of consumer color and styling preferences.
"This is our single largest introduction of new Sunbrella awning fabrics ever," said Doug Dubay, awning fabrics market manager for Glen Raven Custom Fabrics. "We have truly re-energized the entire Sunbrella awning fabrics line at a time when more homeowners are recognizing that awnings save energy, enhance the beauty of a home and increase the enjoyment of being outdoors."
The most visible reflection of Glen Raven's commitment to keeping the Sunbrella brand fresh and strong is a new brand identity. A new logo will begin appearing this fall that features a more contemporary look and reflects the brand's evolution as a performance fabric with a sense of style for outside and inside the home, as well as boating and many other applications. Sunbrella's distinctive yellow, red and blue umbrella has morphed into a stylized umbrella in a contemporary deep orange, symbolizing the trust and the protective qualities long associated with the Sunbrella brand.
"Sunbrella has progressed dramatically during the past decade not only in performance enhancements, but also in sophisticated styling that includes jacquards, chenille, velvet and sheers, along with innovative new looks for awning fabrics," Hunnicutt said. "Because Sunbrella is such a well known brand, we wanted to retain elements of the brand that people are so familiar with and trust, yet give the identity a refresh that better reflects where Sunbrella is today and where it's headed for the future."
All of the recent advances in Sunbrella fabrics, including new graphic film applications for the Sunbrella Graphics System (SGS), are debuting this fall during the IFAI Expo.
"There could not be a better time to unveil a new logo and brand identity for Sunbrella than this year's Expo," Hunnicutt said. "The new awning and marine fabrics, breakthrough performance enhancements, warranty extension and SGS improvements all signify that the Sunbrella brand is stronger than ever before."
Glen Raven revolutionized the way the world thinks about how beautiful fabrics perform with the introduction of Sunbrella in 1961. Today, durable, easy-care Sunbrella is available in thousands of sophisticated styles, patterns and colors for wherever people live, work and play. On the Web at http://www.sunbrella.com.