Connect Activity - Casual Seating

Connect Activity:

Casual Seating Spring 2016 - Sofas

This Spring we’re excited to offer seven new leather/upholstery sofa collections: Billie,
Brooklyn, Delaney, Denmark, Modern Chesterfield, Andes + Shelter. In this Connect Activity
you will explore the features of each new collection. Once complete, you will have an
opportunity to brainstorm and identify the benefits of the features for your customers.

After completing this exercise, you will be able to …

 Identify key Features of the new Spring 2016 leather/upholstery collections.
 Articulate key Benefits for selling the new Spring 2016 leather/upholstery collections.
 Identify what leather/upholstery items are available via In-store and RTC.

How we Suggest + Share Product Information: Sounds Like

Looks Like

Feature: “The Billie Tightback Sofa features a curved back,
(Information about the product) flared arms, and inset legs – giving it an ultra airy
feel.”

Benefit : “The airy aesthetic will be the perfect solution to
(How it fits the customer’s needs) your small space, and will make the space feel
larger than it actually is.”

Testimonial: “I personally love the Seafoam Linen fabric, and
(What you love about it, your personal the price is a tremendous value – only $799.00.”
experience or the experience of
another customer or associate)

Get to know the FEATURES… (Information about the product)

Review the product information (features) for each item listed below. Take the time to walk your sales floor and
identify which styles you will carry in-store and those that are available via RTC. Once you are comfortable with
the features of each product, utilize the last page to brainstorm the benefits of the item (aka – how it fits the
customer’s needs) – focusing specifically on how you will sell the item to a customer.

Billie Collection:

Width – 75” A new addition to the sofa assortment, the Billie Tightback Sofa
Depth – 34” features a curved back that sweeps into flared arms.
Height- 32.5”
Features:
Seat cushion is attached.
The Billie collection is available in the following colors:

 Stocked in Seafoam – Yarn Dyed Linen Weave (Grade B
Fabric) with solid wood legs in Almond Finish.

 Dusty Blush – Yarn Dyed Linen Weave (Grade B Fabric)
with solid wood legs in Almond Finish

 Stocked in Charcoal – Heathered Tweed (Grade A Fabric)
with solid wood legs in Dark Walnut Finish )

 Poly foam seat cushion / tightback.

Ships in one (1) box – available for home delivery.

$799.00 USD Total Weight – 88lbs

Brooklyn Collection: 3 Seater Sofa:
Width: 81” Depth: 35.5” Height: 30”
A HUGE buy for Spring 2016!!!
Also available in a 2.5 Seater option:
Features: Width: 74” Depth: 35.43” Height:30”

 Slender Frame with a low slung profile.
 Stocked in Licorice Aniline Leather (Black) + Sienna

Aniline Leather – with boomerang shaped legs in
dark walnut finish. Also, stocked in Seafoam Linen
Weave (Grade B) w/ Almond finished legs.
 Cushions are not finished all the way around,
therefore, not flippable – however they are
removable.
 Poly foam seat cushion / poly fill back cushions.

Aniline leather is a type of leather dyed exclusively with soluble
dyes without covering the surface with a topcoat paint or insoluble
pigments. The resulting product retains the hide's natural surface
with the 'grain', i.e. visible pores, scars etc. of the complete
original animal's skin structure

$2299.00 USD – Leather Options

$1499.00 USD – Upholstered Option

Total Weight – 3 seater: 150lbs / 2.5 seater:136lbs

Width – 83” Delaney Collection:
Depth – 41”
Height- 30” Features:

Features removable legs and 1.5” floor clearance.  Larger scale sofa featuring a high back and deep seats.
 Flared sculptural arms and lumbar cushions.
 Stocked in Down Filled – Pumice Yarn Dyed Linen

Weave (Grade B); however, the Delaney sofa is available
for SPO in both Down + Poly filled through RTC.
 Similar to the Urban Sectional – the Delaney sofa features
concealed shadowline supports.

1499.00 USD – Down Filled Option

1299.00 USD – Poly Filled Option

Total Weight – 167lbs

Denmark Collection Width – 66”
Depth – 34”
Features: Height- 31”

 The Denmark Faceted Loveseat features top grain, Features removable legs and 7” floor clearance.
premium, and Italian leather - same quality as the Lucas
Swivel Base Chair.

 Inspired by Danish Form
 Faceted back + solid wood tapered legs in a Dark Oak

Finish
 Stocked in French Navy Leather; however, also available

in Sienna Leather + Licorice (Black) Leather.
 Poly foam seat cushions / tight back.

Please note: “Top Grain” refers to the process of sanding away the
natural grain from the top surface of the leather. This process
achieves a more uniform color in the leather.

$1699.00 USD

Total Weight- 94.8lbs

Width – 79.1” Modern Chesterfield Collection
Depth – 33.5”
Height- 29.5” Features:

 Sheltered Frame ( meaning the arm is flush/even with the
back of the sofa)

 Deep seat + button tufting.
o Tufting is the process of adding stitches or
buttons through an item to keep the stuffing from
bunching or shifting. Tufting can also add a
decorative element to furniture + cushions.

 Metal inset legs provide a modern aesthetic
 Stocked in Oxblood Aniline Leather + Sienna Aniline

Leather – both options feature brass finished metal legs.
 Tufted (tight) seat and back

$2499.00 USD

Total Weight – 125lbs

Andes Collection:

Our spacious, ultra-configurable Andes has serious presence (it fits
up to eight), but it feels airy and light thanks to the thin frame and
cast metal legs.

Features:

 Stocked in a Stone Twill Fabric (Grade B)

 The sectional is highly configurable
o The ends of all of the pieces are finished very
cleanly and can be left exposed (including the
corner) — this will make more sense when we
add the armless sofa pieces
o The ottoman can fit between other sectional
pieces — doesn't have to sit at the end

 Bench seat cushions
 Deep Sit
 Poly foam seat cushions/poly fill back cushions

$2297 USD – as shown (RA 2.5 Seater Sofa + Ottoman +
Corner)

$1099.00 USD – RA/LA 2.5 Seater Sofa
Total Weight- 119lbs

$499.00 USD – Ottoman
Total Weight – 57lbs

$699.00 – Corner
Total Weight – 88lbs

Width – 39” Shelter Collection:
Depth – 92”
Height- 30” Features:

Hand Upholstered- Using tools such as hammers,  Sheltered Frame ( meaning the arm is flush/even with the
scissors, upholstery tacks, upholstery guns and staples, back of the sofa)
an upholster stretches, folds, stuffs and secures the
fabric by hand over a wood frame. Other hand  All pillows are reversible and feature a knife edge seam.
processes include building the frame, stretching seat o *** See below for knife edge seam example.
webbing, and finishing the seams.
 Sits low on shadowline frame. ( similar to the Urban)
 Shelter Blue Yarn Dyed Linen Weave – (Grade B)
 Poly foam seat cushion / poly fill back cushions.
 Also available in a sectional configuration.
$1299.00 USD – Sofa
$1199.00 USD – RA/LA Sofa
$1199.00 USD – RA/LA Terminal Chaise
Total Weight – 172lbs

Shel

Example: The top two pillows have self-
welt edges and the bottom pillow has
a knife edge seam.

Please note: West Elm does not sell nor
stock the pillows in this example; these
are used for training purposes only.

Sell the Benefits… (How it fits the customer’s needs)

Now that you’ve become familiar with the Features of the Spring 2016 sofa collection, you’re going to focus on
translating those great product features into Benefits (selling points). For each of the sofas below, choose a
Feature of your choice and translate that Feature into a Benefit for the customer – record your benefit
statement below. (If needed, utilize the example on the front page for guidance.)

Note: Make up the details of real life since this makes the discovery process authentic.

Billie Collection: Brooklyn Collection:

Delaney Collection: Denmark Collection:

Chesterfield Collection: Andes Collection:

Shelter Collection: