Floorstand Emphasizes Widths of FSC Wallcoverings Big Borders

FSC Wallcoverings Inc., New York, has launched its Village brand EasyUps Big Border program with a wire floorstand designed to emphasize the wide width of the wallpaper borders."Our goal was to not only communicate the products' special features to the consumer, but also to make it easy for retailers to sell the product," says Elinor Shebar, vice president of design for the Village brand.The floorstand created for the introduction of the line accentuates the border's width. "We wanted to express the sheer height of the products and give the display a dominating look," Shebar says. The display features a 2-foot-wide binboard with a full-height sample of the "Aquarium" style depicted. It measures 24 inches wide, 64 inches high and 11 inches deep, using only 2 square feet of selling space.The four-color header presents all six styles along with photos showing the borders in room settings, which gives consumers design ideas. The header also lists the product's key selling points, including self-adhesion, readiness to hang, scrubbability and removability.The Big Border line features vibrantly colored patterns for children's rooms. The patterns measure 37 inches tall and come in a 15-foot roll, offering dramatic decor options for rooms.The line stands out from the other products in the self-adhesive EasyUps family of borders and decorative edge products. "We made the borders as tall as the average six-year-old so a child could become absorbed and enchanted by the illustration," Shebar says.The display was designed by merchandising consulting firm Robert S. DeCruchy Inc., Garden City, N.Y., and produced by Display Components Manufacturing Co., West Babylon, N.Y. It was introduced to the market initially in May and is continuing to roll out through the year. Shipped prepacked with 30 rolls, the display is being used by home centers, including a number of Home Depot stores, as well as paint and decorating centers.

Floorstand Emphasizes Widths of FSC Wallcoverings Big Borders

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