MIRA LOMA, CA— Enduratex™ with 35 years in the pvc business, has come up a notch or two in the contract business in the last five years by producing more vinyl upholstery with a textile look and bring innovations in the topcoat according to Jeff Post, General Manager and Vice President of Marketing. 

Recently, Enduratex has introduced Forbidsrt® in the hospitality, marine and automotive markets which place a premium of $1 per yard on the products featuring this stain resistant topcoat. Enduratex is sold through jobbers and Post estimates that 65 percent of all new lines going forward will feature Forbidsrt. “This technology is geared to pvc but not to polyurethane,” Post explains. PU just has a different chemistry.” 

Forbidsrt and new lines like ‘Roble’ have resulted in a 12 percent sales increase in Enduratex’s first quarter and Post sees a 15 percent gain for the year 2013. “We have seen double digit growth for the past five years.” Jeff Post

Roble represents the newest extension of the Enduratex Vineyard Collection. Roble is said to delivers a like-leather product featuring an embossed face. “The uniqueness of the basket weave-like grain makes it ideal for a stand alone or an accent element for furniture collections,” Post said. “The Vineyard series was developed to give the appearance of genuine leather from both the front and the back,” he said. “The soft hand, micro fiber backing and subtle grains emulate the finest leathers in the market and have been carefully developed to meet the performance needs of the hospitality, healthcare, contract and home furnishings markets.” 

The nature inspired colors of the Roble collection were developed to coordinate with other lines in the Vineyard Collection. There are 13 skus in the collection. 

Enduratex has five warehouses in Birmingham, Alabama; Cincinnati, OH; High Point, NC; Mira Loma, CA and La Mirada, CA. The Parent company is China General Plastics Corporation (CGPC), headquartered in Taipei, Taiwan. 

China General Plastics Corporation of America, or Enduratex™, is part of U.S.I., a $2.2 billion corporation, a publicly traded company on the Taiwan Stock Exchange.