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Covington broadly expands for Showtime

New York – Covington enters Showtime in High Point, N.C. this weekend with a new logo, new strategic alliances and a product mix that is more than four times the breadth of its offering at Showtime in December 2005. A beefed-up sales organization rounds out the bill.

The venerable company, now under the ownership of Roger Gilmartin and private investors, sports a contemporary logo and name, "Covington New York." The logo, said Gilmartin, is part of "our rebranding campaign developed by our advertising consultant, Leane Brenes of BrenesCo., with photography by noted British cameraman Toby McFarlan Pond."

Two of three key strategic alliances will be unveiled at Showtime: Prestigious of England and Stof of France. In each arrangement, Gilmartin explained, "we will focus on prints only. It’s an opportunity to broaden our offerings and give our customers a different look." Each company has looks that typically are more contemporary or transitional than Covington’s and feature a European color palette. "And they are a strong addition to our tweener line."

Prints are more than one third of the offering, said Gilmartin, "with new constructions, base cloths and technologies making up the major portion. Our new flock on linen and taffetas will be important additions."

Longtime Covington rep Jim Hixon has rejoined the company as sales rep for the West Coast. Joining him in the area is Jon Tavasti, an 18-year veteran of Culp. Char Quinn, formerly with Valdese, has joined the company for the upper Midwest area.

Steven Marrandino, formerly vp of home sales for Erlich Press & Co., and senior vp, Johnson Inds., has joined the company as vp of special projects and key accounts.

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