NEWSLETTERS Receive the latest local updates in your inboxJerome's Furniture CEO Brian Woods says that bonded leather gives customers that leather feel at an extremely affordable price. NBC 7''s Consumer Bob has more on why so many furniture customers are having problems with their bonded leather furniture. (Published Thursday, Feb. 9, 2017)After three-and-a-half years, the material on the sectional Michael bought from Jerome’s Furniture started peeling away. “My wife would just rest her head here as we’re watching television and it started peeling right in here,” Michael Brininstool said. Michael showed NBC 7 Responds where his furniture problem started. “And it just comes right off and then you’ll find it everywhere, on the floor, the kitchen, the bathroom, and clothing,” he said. The chair, couch and ottoman are covered in what’s called “bonded leather.” NBC 7 Responds along with other NBC Consumer Units around the country have been reporting on consumers’ issues with “bonded leather.”
Wanting to learn more about the material and why it’s widely used to make furniture, we sat down with Jerome’s Furniture CEO Brian Woods. “They take the excess leather and shred it up and it’s combined with basically a bonding compound on the back of a film paper to give it that leather look and feel,” Woods said. “It really gives customers that leather look and that leather feel at an incredibly affordable price.” Woods said “bonded leather” has been on the market less than ten years but makes up about 15-20% of his store’s leather furniture sales, including the sale to Michael Brininstool. Michael said he paid extra for an extended warranty but the warranty does not cover peeling leather. “This isn’t $10 thousand furniture but we don’t expect it to fail in three-and-a-half years,” Michael said. NBC 7 Responds showed pictures of Michael’s furniture to Jerome’s CEO. “It’s disappointing and my heart breaks to see this kind of thing,” Woods said.
Woods told NBC 7 Responds “bonded leather” is durable but also delicate, having certain care requirements. “Once you have one small peel, just a tiny peel, then that’s it,” he said. “It’s very difficult to stop.” To educate their customers about the delicate material, Woods said Jerome’s created a minute-and-a-half video on how to care for the product. Woods said buyers are directed to it when they purchase anything made of “bonded leather.” To see the full video produced by Jerome's Furniture, click here.When asked if customers are to blame for the peeling “bonded leather,” Woods replied, “I’m not saying they did something wrong, what I’m saying is that it’s delicate.” This is more than just a Jerome’s issue. According to import statistics from the United States Census Bureau, a majority of leather furniture imports, including “bonded leather” come from China and similar chairs and couches are sold throughout the U.S. Consumer Bob asked Woods whether or not Jerome’s is reconsidering selling products made with “bonded leather.”
Woods replied, “I’m re-thinking how much of the assortment we have and making sure we’re diligent with the manufacturer quality with the assortment that we do carry.” As for Michael’s situation, he was originally offered a 10% refund for his peeling furniture but since we pointed out Michael said he had never seen the care video or any other care instructions, Jerome’s agreed to refund all of his money. Stalwart Communications, a San Diego public relations and marketing agency, has been selected as the agency of record for Jerome’s Furniture, according to David Oates, Stalwart’s president. Stalwart said it will showcase the retailer’s value proposition across local, retail, furniture verticals, as well as provide media relations services and media training workshops. Founded in 1954, Jerome’s Furniture is a third-generation family business with 13 retail locations. Jerome’s is regarded as San Diego’s largest advertiser of home furnishings. Jerome’s offers complimentary design services, furniture removal services and reality software to help customers achieve their optimal look.
“We’re looking forward to using our experience in the home industry to spearhead their media relations activities and host media training workshops for their team,” said Oates. “There are many stories to share and we’re excited to work with such a renowned company.” Stalwart Communications was founded in November 2009. Alternative Strategies of San Diego has added two new team members to its staff, Paige Nordeen and Casey Sorrell. Both have the title of media relations manager. Nordeen, with experience in hospitality, food and beverage and consumer goods, was previously with Alternative Strategies’ clients, including The Verant Group, Bracero Cocina and The Ranch at Bandy Canyon. She has a bachelor’s degree in journalism from San Diego State University. Sorrell has worked in the hospitality industry, including with the Rise+Shine Restaurant Group and the OMG Hospitality Group. She also has experience with regional and national media placements for cosmetic clients and consumer technology brands.
She has a degree in communications from SDSU. Now in its 16th year in business, Alternative Strategies, with offices in North Park, specializes in public relations and social media. Since 2000, the agency has grown to represent more than 40 clients in the restaurant and hospitality industries. SD Direct, formerly the San Diego Direct Marketing Association, will host “Seven Keys to Building a Scalable Business,” a program on creating and running a scalable business that deals with services, memberships or community, from 11:30 a.m. to 1 p.m., Tuesday, Sept. 20, at UCSD Extension, Room #317, 6256 Greenwich Drive in San Diego. Topics will include how to stay focused in tough times and identify your pain-killer tribe, what it takes to build a business, going from selling to leadership and the importance of vulnerability. Speaking will be Felena Hanson, a marketing strategy consultant and author of “Flight Club: Rebel, Reinvent and Thrive,” a book on launching your dream business.