American Leather Hires Amy Archer As Director of Merchandising

Furniture World Magazine

American Leather, the Dallas-based design innovator and leather furniture manufacturer, announced the hiring of trend expert and consumer behaviorist, Amy Archer as director of merchandising. Effective March 15, the position reports to Bruce Birnbach, president. No stranger to the industry, Archer has held many notable positions on both the manufacturing and retail fronts. Her expertise swings from sales to merchandising, to retail and consumer trends. Over her 25-year industry tenure, Archer has been known for her quick wit and incisive analysis of consumer behavior. Now in her new role with American Leather, Archer likes to call herself "Kind of the Director of Merchandising." This is a newly created position which signals American Leather's increased focus on creating furniture lines that address today's complex and changing marketplace. "It's not my way or else," says Archer. "I have the great luxury of working with great designers such as Rob Jones, Vladimir Kagan, Rick Lee, Dave Westendorf, Louis Lara and Paolo Favaretto, who bring design ideas and inspiration to life. That makes my job much more interactive." Archer says that creative inspiration also comes from American Leather's customers. "If there where such a thing as the furniture Grammys they'd have all the platinum records," she says of American Leather's exceptional line up of retail partners. As if giving her own Rock and Roll Hall of Fame induction speech she declares, "They are tremendous visionaries and we are privileged to support them." Her unconventional insight into consumer trends will also play a large part in the direction of future design that she playfully calls, ‘sexed up contemporary.' "Today's consumer wants a soothing sophistication. They respond to subtle proportions and simplicity that's also sensuous," she says. Archer intends to put her ideas to work using innovative leg designs, special thread details and other interesting touches. . "It's like putting a great piece of jewelry with a classic suit," she adds. "Amy brings a savvy, provocative perspective to retail merchandising that is absolutely unique in this industry," said Birnbach. "As a company, American Leather is energized and well positioned this year to significantly impact our presence among retailers and with consumers…and Amy will be instrumental in leading this charge." Among Archer's other accolades, she was nominated for the WOW Award in 2006, an award that recognizes business leaders that have contributed to the success of the home furnishings industry, and was the occasional "Go-To Girl," appearing on various television shows, videos and print. Founded in 1990, American Leather is a manufacturer of custom upholstered premium leather furniture, and is recognized as one of the leaders of high quality, custom designed and innovative upholstered furniture. Its fabric division, au (American Upholstery), was founded in 2003 with the purpose of tapping into the enormous fabric upholstery furniture market, while focusing on the durability and longevity of producing made-to-order furniture that meets the lifestyle demands of today's busy consumer. Please visit www.americanleather.com for more information.