Presented By:Randy LavercombeAshley Furniture

LeatherLeatherLeatherLeather

Nature’s FabricNature’s Fabric

The Ashley Leather StoryThe Ashley Leather Story

Why Train?Why Train?

“For lack of training,

they lacked Knowledge.

For lack of Knowledge,

they lacked Confidence.

For lack of Confidence,

they lacked Victory.”- Julius Caesar

The Leather SpellThe Leather Spell

BASIC•Needs: something to sit on.

SECURITY•Needs: ease of cleaning

& low design risk

•Value-Price.

SOCIAL•Needs: to create a warm, comfortable environment for friends and family.

EGO•Needs: to impress others.

•Self Actualization-Need the ultimate in comfort, elegance and tasteful design.

Why People Want Leather?Why People Want Leather? Leather is a natural product, not man-made It’s inherent attributes affect both our senses and

emotions - a total aesthetic experience It’s the strongest fabric and most workable natural

material known to man Leather provides more Prestige, Durability, Eye

Appeal and Feel than any other material of its type!

Leather NEVER goes out of style

Everyone Has Experienced It!Everyone Has Experienced It! Shoes Hand bags Wallets Travel gear Clothes Furniture Car Seats

Gloves Baseballs Belts Bindings Bridals Harnesses Saddles

And Much, Much More...

Selling ProcessSelling ProcessRomance

Value

Comfort

Durability

Versatility

Choice

Care

Quality

Romance

Value

Comfort

Durability

Versatility

Choice

Care

Quality

The History of LeatherThe History of Leather

A Valued Commodity from the Beginning

ROMANCE THE STORY

History shows…………….History shows……………. Leather making, not farming, is the

world’s oldest trade (600,000 years) First used for warmth - clothing,

doors, floor/wall coverings & tents Second use was animal control -

Bridles & Reins Also used for carrying water,

shields, slingshots, & footwear Records show that fine leather was

as richly prized by royalty as gold, silver, ivory & gems. Long heritage

Every village had a tanner

History shows…………….History shows……………. The basic steps in the tanning

process have not changed over the years

First the hair and fat must be removed from the hide

Then the natural oils and fluids must be removed and replaced so the hide will remain flexible and not decompose over time

Lastly the hide must be stabilized and finished to the look and softness desired Beaming Room - The First Steps in Tanning

History shows…………….History shows…………….

Early Drying & Finishing Room

For centuries the animal’s brain, liver and kidneys were used as tanning agents

The original process of repeated soaking and scraping took 1 year

In Middle-Age Europe, tree bark was used - the tannins (tannic acid) were easier to work with & shortened process to six months Hence the term “Tanning”

In 1890, use of Chromium salts shortened the tanning process from many months to mere days

The Art of The Art of

Leather Processing Leather Processing

TodayToday

Hides.. The Raw MaterialHides.. The Raw Material The most important factor in determining the quality & final

cost of a leather is the Basic Raw Material - the Hide. Supply & Demand

The vast majority of hides used to make upholstery leather are Cow or Steer hides, because of their size.

Some companies use pig hides and Water Buffalo. They are heavily corrected and by many not even considered in the leather family.

Only one-third of the hides produced worldwide are suitable for upholstery, the others are too flawed.

Domestic and European hides tend to be bigger and are usually best suited for the better leather tannages.

The lesser the “quality” of the hide, the more that must be done to make it usable in upholstery. This causes stiffness and heavy correction

Hides.. The Raw MaterialHides.. The Raw Material

South America is the largest supplier of leather in the world.

Brazil has the largest standing herds 3 to 500,000 open range. Argentinean hides better. Smaller herds!!

Domestic and European hides tend to be bigger and are usually best suited for the better leather tannages.

The lesser the “quality” of the hide, the more that must be done to make it usable in upholstery.

Hides.. FactsHides.. Facts

Leather High Value Word There are no leather POLICE. Don’t get sold down. Leather purse takes 3

feet of leather and costs $100-$500. An ottoman takes 30 feet of leather A sectional takes 12-14 hides (hide is 45 sq ft

to the hide). Romance-Talk up the story!!! Figure it out! How do the other guys make so

inexpensive leather furniture.

Leather Upholstery HidesLeather Upholstery Hides

Anline Premium Select - 5%Full Grain-Semi-Aniline -10%Embossed, Pigment & TopCoated - 20%Used for clothing, shoesbelts,industrial and automotive - since these products can be made of smaller pieces. Upholstery patterns use large pieces for cushions, backs, etc. - 65%

% of Total Hides Available

Approx. Total Top Grain Hides

Basic Steps to Making LeatherBasic Steps to Making Leather Tanning - Hair & Natural Oils/Fluids

Are Removed from the Hide Dyeing & Fatliquoring - Coloring and

Preservation of Hide Takes Place Correcting - Removal/Masking of Flaws

on Hide Surface (Scars, Bites, etc.) Finishing - Final Coloring, Special

Effects and/or Protection Are Applied Milling - The Final Softening of Hides

Leather Tanning Leather Tanning All Hides Are EqualAll Hides Are Equal

Tanning is the chemical process we described earlier, that takes place to preserve & stabilize the hide.

The Tanning process has changed little since 1890’s, but new equipment has made it more COST efficient.

After the hide has gone through this process which removes all hair and tissue, the hide is bluish in color (from the chromium salts), it’s now called a “WET BLUES”.

The hide is fairly stable, but still needs further steps to restore oils & flexibility, plus add stability.

Hides are now split, then sorted according to look & # of flaws, this determines the hides final “quality”.

TanningTanning

In the beginning all hides are equal. During the tanning process, hides are placed in a rotating drum for UP TO 24 hrs. The hair is removed and the hides take on a bluish tone. After this step the hides are called “WET BLUES”.

Leather Dyeing & FatliquoringLeather Dyeing & Fatliquoring

The hide is soaked in a solution of natural dye and other chemicals until the color has penetrated all the way through and the oils are restored.

Similar to a wood stain, dyes have no masking characteristics and allow for all of nature’s markings to show through - hides are now called “crusts”.

Although true “aniline” dyes are no longer used by anyone, this process is still referred to as “aniline dying” and the leathers as being “aniline dyed”.

The most premium hides would now go directly to milling (softening) & become “Pure Aniline” leather.

Dyeing & FatliquoringDyeing & Fatliquoring

The Hides rotate for approximately 8 hours

Leather CorrectingLeather Correcting In order to be able to use more hides and get better

yield in upholstery, many hides are “corrected”. This means that hides with blemishes or poor grain

are sanded or “buffed” to remove a minute layer of material and level the surface slightly.

They are later imprinted or embossed with an artificial grain to restore the look of leather.

Virtually all lower priced, Top Grain leathers are corrected and offer a great value to the consumer, even though they usually are not as supple as Full Top Grain leathers (uncorrected hides).

CorrectingCorrecting

Leather FinishingLeather Finishing First a thin, opaque base coat of pigment is applied

as a primer for the top layer of color. A final color coat is then applied to give the hide a

more uniform appearance and cover flaws. (Pigmented)

A clear top coat of polyurethane is usually applied to most leathers. It provides a consistent luster level and also acts as a protective barrier between you and the actual hide. This final microscopic finish layer improves durability and makes cleaning a snap.

Hides finished this way are often referred to as “semi-aniline” or “Aniline-Plus” and are very popular today.

FinishingFinishing

MillingMilling The final step before leather hides are

measured and shipped to the manufacturer. It is a process in which the tanned hides are

tumbled in rotating drums, using a combination of heat and moisture to soften the hand and/or enhance the grain.

The longer they are milled, the softer the leather - and the more costly.

The finest leathers may be milled for up to 12 –24 hours.

Understanding the Marks of Understanding the Marks of Quality Leather Quality Leather

MarkingsMarkings are a product of are a product of nature and in no way affect the nature and in no way affect the strength or wearability of the strength or wearability of the leather.leather. In factIn fact, these , these markingsmarkings are indeed the are indeed the unique unique characteristicscharacteristics which are your which are your customer’s customer’s assurance of assurance of genuinegenuine leather!leather!

Leather Markings & ColorLeather Markings & Color

Signs of natural beauty in leather include: healed scars, insect bites, stretch marks, fat wrinkles, tight pores, backbone impressions, brands and neck/belly wrinkles. Best leathers

Pure and Full Anilines, Nubucks and other “Naked Leathers” will show their natural markings the most, since they receive all their coloring from transparent dyes in the initial drum dying process and have no correction or opaque pigment layers applied in finishing.

Leather Markings & ColorLeather Markings & Color

Color will vary from hide to hide and even within the same hide. This is important to note, especially since it takes two or more hides to make a sofa or chair.

“Naked Leathers”, including Nubucks, Pure and Full Anilines, will vary the most.

Semi-Anilines and Aniline-Plus® Leathers have very little color variation from hide to hide. This is due to the opaque pigment applied during the finishing process.

The Language of LeatherThe Language of Leather

The Language of LeatherThe Language of Leather Crust - Leather that has been tanned, dyed and dried, but not

corrected, finished or milled. Aniline Dying - The total immersion process that uses

transparent, nontoxic dyes in large rotating drums to color leather throughout.

Corrected Grain - Leather on which the outer surface of the grain has been removed by light sanding/buffing and a new grain has been added.

Crocking - Transferring of a color or finish from leather to other materials by rubbing or abrasion.

Drum Dying - A dyeing process in which leather is immersed in dye and tumbled in a rotating drum, thus ensuring maximum dye penetration.

Glossary TermsGlossary Terms

The Language of LeatherThe Language of Leather Fatliquoring - The process of replacing the oils that

have been leached from the hide during the first phase of tanning. Today this is done during the initial, drum dying stage.

Embossing - Impressing a pattern onto the surface of the hide to create a motif or texture. A uniform pattern is created, usually to disguise natural defects or blemishes. Sometimes this is also done to created visually exciting designs (Crocodile). Most often this step recreates the look of the leather’s natural grain which has been removed by sanding or buffing. Embossing usually compresses the leather making it less supple.

The Language of LeatherThe Language of Leather Fat Wrinkle - Natural wrinkles in the leather

grain that are a part of its unique beauty. Like other natural markings, these are only visible in top grain leathers.

Correcting - Processes that mask or remove surface defects. Performed before finishing steps - i.e. buffing, sanding, and embossing.

Finishing - Processes performed after the dyeing and correcting steps - such as waxing, hand rubbing, & the application of flame-proofing, waterproofing or stain repellent.

The Language of LeatherThe Language of Leather Pure Aniline - Leather that receives its color

only from the drum dying process and is then milled - no correcting done or finishes applied.

Full Aniline - Leather receiving its color mainly from drum dying, but may also have a topical stain (hand rubbed with a transparent dye), wax, oil and/or a water repellent, applied during finishing.

Aniline Dying - The total immersion process that uses transparent, nontoxic dyes in large rotating drums to color leather throughout

The Language of LeatherThe Language of Leather Full Grain - A Top Grain leather that has been

tanned, dyed and finished, but has not been sanded or embossed. Also referred to as “Full Top Grain”.

Split - the under portion of a hide that has been split into two or more layers. Splits may be finished and embossed to simulate a full top grain. However, they are not nearly as strong, stable or supple as the Top Grain. They are also much less expensive (about half the cost). Splits are not desirable on upholstered furniture, but are available from some promotional manufactures - they are sold as leather.

Top Grain

Split Layers

The Language of LeatherThe Language of Leather Hand Antiqued - Also referred to as “Hand

Rubbing”, is the process where skilled craftsmen hand rub a contrasting color onto the surface of the leather to accentuate the natural grain or embossing. A true Sauvage (French for two-tone) treatment

would be an example of a hand rubbed effect. These looks can be reproduced by a roller

printing process using a Kela machine. However the hand method is “the real thing” and looks it!

This is one of the most costly effects available.

The Language of LeatherThe Language of Leather

Natural Grain - Leather whose grain has not been altered in any way, so the appearance of the natural grain is apparent - no sanding or embossing.

Milling - The last step, a process in which the tanned hides are tumbled in rotating drums, using a combination of heat and moisture to soften the hand or enhance the grain. The longer they are milled, the softer the leather - and the more costly.

The Language of LeatherThe Language of Leather Nubuck Aniline - A very select, top grain, aniline

dyed hide, from which the top hair cell layer has been removed through buffing. This creates a “suede like” nap effect. These leathers are a bit more absorbent than

others, so the customer must be more discerning in their use.

Being a full aniline product (only getting their color from the drum dying process), Nubucks also are subject to some color variation from hide to hide.

The finest examples are hand buffed.

The Language of LeatherThe Language of Leather Patina - A surface luster that develops on all

top grain leathers as they are used. These leathers grow more beautiful and softer with the passing of time.

Pull-Up (Pulled) - Leather that derives some of its color, visual effect and hand from waxes or oils added during the finishing process.

Top Coat - Transparent, synthetic resin applied to create a thin protective coating. It can also provide a high gloss, semi gloss or matte finish.

The Language of LeatherThe Language of Leather Pigmented - Leather whose surface is coated with

pigment or an opaque solution to cover surface flaws and provide final coloration. These offer the most color consistency between hides and the most stain resistance.

Leather-Finesse®® (Leather Match) (Leather Match) - The use of matching vinyl instead of leather on furniture areas that are less subject to body contact, typically the sides and back.

Hand - The sensory (touch/feel) quality of a leather’s texture after it has been tanned and finished. “Hand” is related to quality and price.

Leather CareLeather Care

How do I take care of my Investment?

Care & Cleaning of LeatherCare & Cleaning of Leather

Leather is a natural material and, when properly cared for, it will

maintain its beauty and appearance for many years

General Care Tips for LeatherGeneral Care Tips for Leather

Each leather type has its own care and cleaning specifications, but there

are also some generalizations to maintain the beauty and comfort.

Always Offer Leather ProtectionAlways Offer Leather Protection

See Your Store Manager for Details

Increase your SalesIncrease your Sales

Sell Leather

Frequently asked questionsFrequently asked questions

Is Leather hard to maintain ? Is Leather expensive ? Is Leather cold, hot and stiff ? Will Leather look good with my Other

Furnishings?

Offer Leather to all customers Explain the benefits of Leather Leather is economical, outlast fabric 4 to 1 & no

professional cleaning is necessary Don’t pre-judge customers. Everyone enjoys the pride

of owning leather Invite your customer to sit and experience the

benefits of leather Leather is the best value on your floor Pride of ownership, prestige, value, flexibility

How do we sell more LeatherHow do we sell more Leather

Ashley’s 4S’s RatingsAshley’s 4S’s RatingsLike all diamonds have the 4 C’s

Leather has it’s 4 S’s

Cut

Color

Clarity

Carats

DIAMONDS

Ashley Leather ProductAshley Leather Product

Knowing the 4S’s Rating

Ashley’s 4S’s RatingsAshley’s 4S’s Ratings

Softness Surface Grain Special Effect Serviceability

SoftnessSoftness

Softness is the essential and defining characteristic of leather. The exquisite hand of a fine leather leaves an unmatched sensory impression.

The overall comfort level and cost of your leather is directly linked to the softness quotient.

SoftnessSoftness

4 = Nature SoftRarest and most expensive

leathers

3 = Techno SoftSuppleness

created with technology

2 = Flexi SoftLeathers

enhanced through mechanical

action 1 = Firm

Leathers boastingtremendous “value”

Surface GrainSurface Grain Surface Grain mirrors the Softness category The more intact the original Surface Grain is,

the more natural and soft the leather is Alteration of leather’s Surface Grain creates a

specific relationship to the cost of the leather. The cost is reduced in proportion to the amount of

grain removed from it. This is because the hide can now have more defects and, since there are many more of this type of hides available, they are less expensive as a raw material.

Surface GrainSurface Grain 4 = Full Grain or Full

Top GrainKey word “Full”meaning 100% natural grain, typically

expensive 3 = Top Grain

Originally a full grain which has been altered through light sanding, barely noticeable to the naked eye.

2 = Corrected & Embossed Grain A top grain leather that has been thoroughly sanded and embossed w/a grain pattern

1 = Split & Embossed Grain The second layer split from a full grain hide is heavily pigmented and embossed

Special EffectSpecial Effect

Leather is often indexed into narrow categories when in fact, countless varieties are available because of special effects created by the tannery

The cost of Special Effect leather is in direct relation to the expertise, effort, and degree of difficulty required to create the various looks

Special EffectSpecial Effect

4 = Defined by more than two special effects such as hand rubbing, heavy texture, or metallic finishes

3 =Active EffectInjection of oil

or wax to create a color-burst when stretched during the upholstery process

2 = Mechanical Effects Color or surface effects on leather created with automated techniques, ie: a printed Kela effect or reptile embossed look

1 =Uniform Color A leather sprayed with a coating of pigmentation creating uniform color

ServiceabilityServiceability

It is important to match your customer’s lifestyle to the serviceability that is applicable for each tannage.

Leather is a versatile material that offers many distinct choices in this area.

They range from easy care leathers with high soil and wear resistance, to those more focused on fashion and style.

ServiceabilityServiceability 4 =Minimal Resistance

Expensive and luxurious typically a nubuck or suede

3 = Natural Resistance the most expensive and elegant of all leathers, typically pure and naked will gain a patina over time

2 = Standard Resistance Impervious to most spills and stains, best for residential requirements

1 = Maximum Resistance Impervious to spills and stains, best for heavy-duty or commercial requirements

Using the 4S’s to Select LeatherUsing the 4S’s to Select Leather

The 4S’s will help take out the guess work in leather shopping by giving

you the right leather for your customers lifestyle

Meeting Meeting EachEach Customer’s Customer’s Requirements is the Key to ServiceRequirements is the Key to Service

Customers want the following: Style Value Comfort Quality A Long Lasting, Durable Product A“Brand Name”they trust for Performance Pride of Ownership

Ashley Leather Delivers All of the Above!

Competitive PricingCompetitive Pricing

La-Z-Boy’s leather merchandising allows customers to easily upgrade in Value and Comfort

La-Z-Boy StrengthsLa-Z-Boy Strengths

La-Z-Boy Product Quality La-Z-Boy Product Selection La-Z-Boy Color Selection La-Z-Boy Competitive Pricing La-Z-Boy Service La-Z-Boy Brand Name & Reputation

Next Step In Selling Leather....Next Step In Selling Leather.... Shop Your Competition Regularly

Know what your customers will be seeing and hearing in your area.

Be Familiar With Your Leather Program Remember “Customers buy the sales person first!”

Offer Leather to All Your Customers Don’t insult your customers by prejudging them -

most people want leather and will pay for it! Enjoy the rewards of more satisfied buyers then

ever!

Thank you ….Thank you ….

Randy Randy LavercombeLavercombe