New Tropitone® Valora™ Brand

Tropitone Introduces Tropitone® Valora™ Brand And Products Covering Spaces Where Basic Utility Is A Necessity

Irvine, CA – July 16, 2013 – Tropitone Furniture Company, Inc. opened the International Casual Furnishings Association Preview Market at the Chicago Merchandise Mart by announcing the introduction of the new Tropitone® Valora™ brand and products. The new brand includes six new seating groups and seven new table groups.

“Since our beginning in 1954, the core Tropitone® brand has been synonymous with Total Performance,” stated Tanya Stevens, Vice President of Marketing and Service Operations. “Last year we introduced the new Tropitone® MODA™ brand into the High Style market space to complement the core Tropitone® brand’s Total Performance market position. Tropitone® MODA™ is the urbane and elegant companion to the Tropitone® brand’s fun-loving and approachable personality.”

Stevens continued, “This year we are introducing the Tropitone® Valora™ brand into the Utility market space to complement Total Performance market position of the core Tropitone® brand. Tropitone® Valora™ provides attractive products for those commercial and residential outdoor spaces with a tight budget. The products in the portfolio were specifically designed and built to meet basic utility requirements with appealing style.”

The twenty-three new seating models and twenty-five new table models were designed to utilize a variety of materials to create an attractive appearance yet fit into tight budgets. “We wanted to use a variety of attractive materials to cover a wide range of outdoor spaces,” said Peter Homestead, Vice President of Design. “The products are beautifully styled. However, all the designs were in consideration of basic utility and budget constraints.”

The six seating groups include four powder coated and two woven material covered aluminum frames. The powder coated aluminum frames are available in four universal colors – black, brown, white and silver. The two woven material covered frames continue the universal color approach by offering one black, two brown and one white weave colors.

The universal frame colors can be enhanced with a selection of coordinating colors and textures. Two of the powder coated aluminum frame groups can be ordered with coordinating powder coated arm finishes. One group can also be ordered with Dark Gray or Brown Teak Faux Wood arms. Another group incudes Faux Wood slat backs, slat seats and arms in either Dark Gray or Brown Teak. Sling seating models are available in fourteen Serge Ferrari BATYLINE fabrics. Seat pads are available in fifteen Sunbrella fabrics.

All seven powder coated aluminum table groups are available in the same four universal colors – black, brown, white and silver – to coordinate with the seating groups. One table group includes Faux Wood slat tops in either Dark Gray or Brown Teak.

“The addition of the Tropitone® Valora™ brand further expands our coverage of spaces for both commercial and residential market segments,” said John Mattson, Vice President of Sales & Business Development. “The Tropitone® MODA™ brand covers exceptional spaces where High Style is an imperative. The Tropitone® Valora™ brand covers spaces with tight budgets where basic Utility is a necessity. And our core Tropitone® brand covers the broad range of spaces where Total Performance is essential.”

Tropitone® was originally established as a commercial brand in 1954 when car travel was starting to boom in the USA. As travelers became familiar with Tropitone® brand products at hotels and motels, they began asking where they could buy such comfortable, stylish and high quality products for their homes. Tropitone decided to fill that demand by offering products for sale at retail. Tropitone changed the performance standards for an entire industry by applying the rigorous product and service requirements of the highly-demanding commercial market to the residential market. The Company now has broad and deep portfolios of products specifically designed for each of the commercial and residential market segments, all with the same total performance standards.

Tropitone is headquartered in Irvine, CA and is recognized throughout the casual furniture marketplace for its product design leadership and commitment to total performance products & services. The International Casual Furnishings Association (ICFA) has named Tropitone Tubular Materials Manufacturer of the Year for three consecutive years. The ICFA also named the Company Manufacturer of the Year. URComfort® is the first outdoor seating to be endorsed by the American Chiropractic Association (ACA). Commercial products are sold to multiple customer segments including hospitality & resorts, multi-housing, clubs and cruise ships. Residential products are marketed through specialty retailers & designers. Products are marketed under the Tropitone®, Basta Sole®, Tropitone® MODA™ and Tropitone® Valora™ trademarks. The Company operates primary manufacturing facilities in Irvine, CA and Sarasota, FL.

For more information about the Company and the Tropitone® Basta Sole® and Tropitone® MODA™ brands, visit or