Flexsteel opens local design studio

WINTERSVILLE – Iowa-based Flexsteel has opened a studio in Create-A-Room, 110 Main St.

“We’ve been a big part of the store, but we’ve kind of grown into a 5,000-square-foot studio that can showcase all of our product categories,” said Flexsteel North Central Sales Manager Tim Newlin.

The expanded floor space allows them to keep a large selection of samples, a work area for custom orders and a cutaway chair so customers can see for themselves the blue steel spring at the heart of Flexsteel products, he said. It also gives them space to showcase the full range of the Flexsteel product line in terms of products and finishes.

“We were incrementally growing our business here,” Newlin said. “As the store was getting into more and more of our product categories, we reached a ‘critical mass.'”

He said the studio’s opening cements the company’s partnership with Create-A-Room.

“Instead of showing a piece here or there, they’ve committed to showing all of our product line,” he said. “And our commitment is to provide them with display materials and help them advertise sales events.”

Flexsteel, based in Dubuque, Iowa, has been around for 120 years.

“We’re one of the few Midwest furniture manufacturers,” he said, adding the core of their product – the blue clock spring steel – can be flexed over and over “and it always returns to its shape.”

“It’s durable, but it keeps its comfortable feeling,” he added.

And that’s the reason he said Flexsteel furniture continues to sell, even in troubling economic times.

“Our business has never been better,” he said. “We’ve had record sales. We feel that’s because people are looking to buy quality products. They want something that’s going to last for a while. If they’re going to make a major purchase, they want it to last.”