Ugly Couch Contest a hit for Sure Fit

By Staff -- Home Textiles Today, 10/9/2007 11:33:00 AM

New York -- The recent return of the Ugly Couch Contest from Sure Fit is an indication of more to come, said George De Sotle, svp sales and marketing at Sure Fit.

Sure Fit, a marketer and distributor of branded and private label furniture covers, has used the contest in the past to stimulate sales, and revived the contest this year. The September 25 appearance of the 2007 winner (chose by online and live studio voting) on the “Live with Regis and Kelly” morning TV show has convinced De Sotle that the marketing has legs.

The promotion will return, he said, “and next year we’ll take it a step further.”

“We’d like to show the before and after, with our product as the after,” De Sotle told HTT, noting that the Regis set only featured the ‘before’ upholstery treatment. “And we are looking to see how we can get retailers to promote around it.”