Onward and Upward –
LEE Industries expands its business in all directions with a spacious new showroom
to showcase one of their largest introductions for fabric and product.

Newton, NC - What happens when you outgrow your home? You take the opportunity to
create the dream house you have always wanted. LEE Industries has done just that. After
several years in its Lindsay Street showroom, LEE takes a step up, literally, into its new
32,000 square foot, three-story showroom on the corner of Lindsay Street and High Avenue.
In tandem with this move to their new space is one of the largest product and fabric
introductions in LEE’s history. With over 70 new SKU’s in product and nearly 200 SKU’s in
fabric, LEE will have no difficulty filling up the floor. More space means more product, more
fabric, more flexibility and more opportunity.

Bigger and Better

Norman Coley, LEE’s president, said that for the company to grow, they needed more space.
In creating that space, he wanted to create an entire lifestyle image. “I want our new showroom to make a statement and say something about the personality of LEE,” Coley stated.

LEE hired Greg Mercer of Mercer Architecture in High Point to capture LEE’s personality in
their new abode. Mercer Architecture has done much of the design work on the revamped
High Point University campus and is accustomed to working with design challenges. Mercer
commented, “The historic district of the LEE site created design limitations; however, I think
we were able to work them to our advantage and create something monumental for LEE.”
The three floors enable LEE to create three distinct environments to show the different
elements of product. The first story with its stained concrete floor is suited for transitional
and contemporary styles; the second story is covered in carpet to display LEE’s more traditional frames; and the third story has wooden floors to mimic a relaxed, cottage lifestyle.
With details such as Georgian architectural features on the façade, glass windows for natural
light, 14-foot ceilings, and an abundance of flexible space with meeting and entertainment
areas throughout, the new LEE showroom is a reflection of the LEE persona – classic elements
with contemporary styling designed to stand the test of time.

Awash in Color and Texture

More space means more product, and more product means more fabric. LEE is making one
of the largest fabric introductions in its history with nearly 200 SKU’s being added to the line.
The leathers, cottons, linens and trims all reflect the trend toward the spicy earth tones of
citrus, cinnamon, chocolate and green with the occasional punch of color, most notably coral
and aqua.

Damasks seem to be the predominant themes this market, showing up in a variety of fibers
and textures. In the tradition of elegant neutral tones, LEE’s showroom entrance will be
highlighted by LEE’s #3900 Sofa upholstered in Nora, Squash, a washed, woven damask
in a deep mustard yellow. Washing the fabric prior to application intensifies the colors and
creates a softer texture that combines to make a very inviting seat. Also available in Citrus,
Moss and Spice, Nora can be appreciated on LEE’s new #2352-03 Sofa in the deep nutmeg
orange tones of Nora, Spice.

Traditional damask offerings include Royalty and Millbrook. Royalty is a tone-on-tone chenille
damask available in the stayed colors of Brown, Cider, Moss and Natural. The classic form of
LEE’s new #1802-03 Settee is ideal to showcase Royalty, Moss. Millbrook is also a woven
chenille available in three sumptuous shades – Copper, Honey and Moss. The deep earth tones
lend themselves to combinations with the oldest of fabrics – leather. The juxtaposition of the
soft, crafted pattern of the damask to the smooth, elemental hand of the leather creates
seating worthy of being called art, as demonstrated on LEE’s new #L-1043-01 Wing Chair in
Millbrook, Copper and Blarney, Cognac.

The damask Umbria brings this traditional pattern into the 21st century. Its overscaled design
and thoroughly modern shades of Chocolate, Pear and Scarlet make it suitable for any large
frame, from traditional to contemporary. LEE’s #2254-03 updated Camelback Sofa in Umbra,
Pear is a perfect demonstration of traditional with a contemporary twist.

Patterns and colors are not the only thing that can be updated. The application of the fabric
to the frame can have a twist of its own. This can be demonstrated with Bistro, an exclusive
to LEE, a woven cotton twill with a triple stripe in a “French laundry” theme. Available in
three colors – Chocolate, Navy and Red – with a coordinating solid in Cafe, Natural, Bistro
takes on a completely different look when applied with the stripe running horizontally, as
demonstrated on LEE’s 71 Series Sectional. Another horizontal application is Janero, Blue,
a woven matelasse in a variated stripe shown on LEE’s new #5656 Series Sectional. The
railroading of the fabric and the jumbo welting of the bench seat cushions give the impression
of a comfortable daybed mattress, ready to offer a good nap.

Breaking away from some of the more traditional colors and patterns, LEE has a few bold
offerings this market. In linen, LEE introduces Cape, Destin and Hatteras, complementary
fabrics designed to work together or stand alone. Cape is an embroidered linen in a coral
design available in Coral and Blue. The washed linen solids, Destin, Coral and Hatteras,
Natural, are suitable for both LEE and Coveralls applications. Cape, Coral is shown on LEE’s new #3088-01 Chair, and Hatteras, Natural can be appreciated on Coveralls’ new #189 Series
Arm Chair and Settee. In keeping with the casual theme, and adding that punch of color,
LEE is introducing its first ever tropical print, Nevis, available Coral and Sea. Keeping away
from typical tropical themes of palm trees, toucans and monkeys, the bold leaf pattern of this
100% washed cotton coordinates well with Cape, Destin and Hatteras.ons

LEE is always on the search for family-friendly fabrics with extensive color offerings suitable
for both the LEE and Coveralls lines. Two fabrics fit that description – Bixby and Carson.
Bixby has the look of linen velvet in a poly/rayon blend available in eight colors – Baltic, Basil,
Bisque, Chamois, Cherry, Lagoon, Pumpkin and Tobacco. The contemporary lines of LEE’s new
#5092-03 Sofa are showcased in Bixby, Bisque. Carson is a 100% sanded washed cotton with
the smooth velvety hand of a pima cotton and is available in 12 colors – Aqua, Citron,
Chocolate, Coral, Mango, Navy, Olive, Patina, Pecan, Red, Toffee and White. Suitable for
upholstery and for washable slipcovers, Carson can be seen throughout the showroom,
most notably on LEE’s new #8805 Bed in Carson, Olive, LEE’s new #1029-01 Chair in Carson,
Pecan, LEE’s new #187 Series Sectional in Carson, Patina, and Coveralls new #103 Slipcovered Sofa in Carson, White.

Pine Cone Hill continues its popularity in LEE’s designer series. New for this market are two
floral batiks, Resist and Uma, available in Red and Indigo. Coordinating stripes are Latham and
Bob. LEE’s new #3243-01 Chair is showcased in Resist, Indigo, with the large scale floral
pattern offering a refreshing contrast to the traditional form.

In response to requests for unique shades in leather, LEE introduces Canoe, available in five
colors – Apricot, Brass, Lavender, Mint and Rose. The traditional warm brown of Canoe, Brass
can be seen on LEE’s new #L-3100-01 Chair. The gently curved tapered arms and tight back
and base are accented in small brass nailhead trim so that the lines of the design can be
fully appreciated. The more avant garde shade of Canoe, Apricot can be seen on LEE’s
#7001-52 Bar Stools.

Also in leather are Blarney and Rowdy. Blarney, with a heavyweight, hand-rubbed finish, is
available in Red and Cognac and can be seen on Leather by LEE’s #L-1043 Chair. Rowdy,
Brown is a rugged, all natural leather that includes all of the scratches and tick bites found
on the hide. The hand-rubbed antiquing of Rowdy produces an “Old World” finish that will
enhance the character of the furniture over time.

Depth in Design

With more space to show product, there is more opportunity to delve into creative designs,
as well as the space to showcase them properly. LEE pulls out all stops on sectional and sofa
introductions with overscaled frames and unique forms destined to become the focal point of
any room.

LEE’s new #5999 Series Sectional demonstrates depth in design both literally and
architecturally with its one-arm angled chaise and its depth of 42 inches. With clean,
contemporary lines showcased in Davis, White with Sable, Cocoa pillows, it is impossible
to overlook this frame. Also in contemporary styling is the #4800 Series Sectional shown in
Calvin, Flax. The thick tapered legs and high back add architectural interest to a space, and
the extra large back pillows offer comfort to a body.

In sharp contrast to such angular frames are the soft curves of the #4360-03 Snuggler Sofa in LEE and the #103 Sofa in Coveralls. Shown for LEE in Sable, Mango with Zany, Cinnabar
pillows and for Coveralls in Carson, White, the gentle lines and plush back pillows suggest
whiling away the afternoon with a good book.

LEE introduces the #9090-00 multi-functional Pie Ottoman. The four pie-shaped sections can
be used together as one overscaled centerpiece or pulled apart to be used throughout a space. The smaller sections are suitable for use as scatter tables, extra seating, or filling the odd niche. The applications are as many as the imagination allows. Shown several times
throughout the showroom, it is most notable in the new fabrics of Grassy, Camel and
Bistro, Chocolate.

* * * * * * * *

What better way to kick off the October Market than to herald the success of a fabulous
design. At HOME Magazine’s 11th annual American Furniture Awards on 19 October, LEE
Industries will be recognized for the #3915-02 Neo-Settee introduced at the April Market.
Growth and expansion are indicators of a healthy company. With all that can be seen at LEE
–– new building, new fabrics, and new products – LEE Industries is forging ahead with the
confidence of a strong, well-established company. With all the new space to fill and so many
designs yet to be created, it will be exciting to see to what new heights LEE will climb.