Westgate brand key for ADF-HFI

By Staff -- Home Textiles Today, 7/27/2006 2:12:00 PM

New York — Home Furnishing International, the parent company of American Decorative Fabrics (ADF), Home Fashions International (HFI) and Westgate Interiors, is launching a major marketing campaign under the Westgate brand.

“Our company has expanded dramatically, and we feel the time has come to unify our marketing efforts under a single brand, Westgate,” explained David Li, ceo of Home Furnishing International.

“Westgate has an incredibly rich history in the interior design and home décor industry, dating back to 1865 with its Payne Fabrics division, and currently sells to more than 40,000 designers and decorators throughout the country,” Li said. “We feel using the Westgate brand as our corporate identity will give us a more powerful presence in the industry and enhance our competitive strengths.”

Home Furnishing International was founded in China in 1991, and entered the U.S. home décor market in 1995 with the formation of ADF, a major decorative fabrics supplier to the furniture industry, jobber market and retail fabric trade.

The HFI division launched in 2001, providing bedroom ensembles and window treatments to leading retailers in virtually every major channel of distribution. HFI added a decorative accessories division in 2005, expanding into decorative pillows, table linens and pet beds.

The company purchased decorative fabric jobbers Westgate Fabrics and Payne Fabrics in 2004, extending its reach into the interior design, architecture, hospitality and contract markets.