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Saturday, February 09, 2002

By Patricia Sheridan, Post-Gazette Staff Writer

As the exuberant host of his eponymous interior-design television show, Christopher Lowell reaches 11 million viewers weekly. His popularity stems from a playful approach to the often austere world of decorating and a real knowledge of how to create interesting, stylish spaces.

Lowell's "U can do it" mantra has won him legions of fans and has become the keystone of a personal empire that includes his book, "Seven Layers of Design," and the Christopher Lowell Decorative Home Arts Center in Ohio.

The latest addition to this decorating dynasty was the introduction of The Christopher Lowell Home Collection by Flexsteel at the Fall International Home Furnishings Market in High Point, N.C.

Just as he boiled design down to seven simple principles, Lowell has developed a virtually error-proof furniture collection for everyday homes. The debut featured only upholstered pieces, with occasional furniture and accessories to be added later.

The upholstered pieces are grouped into the four style categories from Lowell's book -- Town, Country, City and Shore -- and offered in five styles: Euro-Sport, Tuxedo Flare, Modernaire, Modulique and Classico.

"You cannot make a mistake," emphasized Lowell during an interview at Market. "All the fabric selections are precoordinated. This collection provides a stress-proof solution to home decorating."

A confidence-bolstering line based on a mostly neutral palette, it removes the majority of confusing fabric and style choices as well.

"[People] may do their home twice in a lifetime, but they are redefining spaces far more often," Lowell said. "When fabrics are neutral, furniture can go in every room in the house."

Since each category has its own color board, another fear factor for the novice decorator is eliminated.

"The fabrics are really the story," said Jim Richardson, Flexsteel's senior vice president.

"He gives the consumer just a few quick decisions to make, like do you want the Town, Country, City or Shore look? From there you choose one of the five styles, and the fabrics are all set up by color and style category."

The color packages include eight fabric choices, one leather and one suede. There are also three leg styles and four finishes to choose from.

"There is something for everyone's taste," Lowell said.

From small, scaled-down pieces to the Modulique conversation court, almost everything is available in tailored or skirted versions and created to work in a number of configurations. It is not a static collection. One of its distinctive traits is the ultimate mobility of each piece.

"Everything is designed to be walked all around," the designer said.

He also made sure there was seating to accommodate eight rather than the usual four in a room arrangement. The idea is not to push everything up against the walls but to create interest by moving things around depending on the situation.

"Arms are made to be sat on for over an hour in a party setting," he said.

The backless Tuxedo Flare sofa presents the opportunity for an open-seating system while demonstrating a certain relaxed sophistication. That transitional quality carries through the entire Tuxedo Flare line.

A fresh twist on neo-classic is provided with the Modulique group. The chaise is offered with a left or right arm and is ideal for creating that conversation pit, especially when merged with the ottoman and side chair.

Oversized comfort comes with the Euro-Sport look. For he and she appeal, it features flare rolled arms with hammered brass nail head trim in leather but can be upholstered with a skirt for a feminine touch. It's casual without being devoid of style.

Classico is a blend of clean lines and traditional forms such as a straight rolled arm. For a more contemporary touch, consumers can choose the angled block legs. But if classic makes you more comfortable, the turned leg will do the trick.

Modernaire will satisfy those with a contemporary desire for clean, angular lines.

All five styles will be used to furnish the main set of "The Christopher Lowell Show" on The Discovery Channel, giving the collection instant exposure and making executives at Flexsteel very happy.

"Christopher is a tremendously successful businessman and a marketing genius," Richardson said. "He's a very powerful force."

This line is Flexsteel's first venture into the licensed product field. If only 1 percent of Lowell's television audience buys a chair and ottoman, it will be a profitable partnership.

"We were very fortunate to hook up with Christopher. He is a 24/7-type of guy, and his whole team is like that," Richardson said.

He found Lowell's practical business side to be as attractive as his designs.

"He was very specific in what he wanted from a manufacturer -- a national supplier with a reputation for quality, strong financing and the ability to make a good product affordable," Richardson recalled.

The collection will show up in stores in the spring. Retailers picking up the line are required to create a dedicated space and display the entire collection, with representative samples of each group. For more information, go to the Flexsteel Web site at http://www.flexsteel.com.