Jordan’s Furniture, one of New England’s largest and most innovative furniture retailers, is expanding its highly successful Sunbrella fabrics program by naming the performance fabrics brand as sponsor of its IMAX theaters at store locations in Reading and Natick, Massachusetts. The IMAX sponsorship is the latest element in a comprehensive promotional program for the Sunbrella brand that has driven increased sales for Jordan’s throughout New England.

“Our Sunbrella program has truly been one of the most successful new product launches in our company’s history,” said Eliot Tatelman, Jordan’s CEO. “By creating exclusive Sunbrella galleries in our stores and by telling the Sunbrella story of beauty and performance through video and point-of-purchase materials, we’ve helped our customers appreciate how Sunbrella fabrics are ideal for today’s active families. The IMAX sponsorship by Sunbrella is a great new addition to this effort.”

Jordan’s launched its Sunbrella program in the fall of last year with an ongoing campaign centered around in-store furniture galleries with coordinated collections of Sunbrella residential performance fabrics. Jordan’s sales associates have participated in training sessions related to the beauty, ease of cleaning and durability of Sunbrella fabrics, and Tatelman is featured in television spots and online videos that tell the Sunbrella brand story. Tatelman is a trusted home décor authority in New England as a result of his many years of television commercials, videos and personal appearances on behalf of Jordan’s.

Sunbrella’s IMAX sponsorship includes co-branded signage, promotional spots introducing IMAX 3D programs and the upholstering of seating in Jordan’s theaters with Sunbrella fabrics. IMAX theaters are just one element in Jordan’s extensive use of entertainment at retail, which has helped establish its leadership position in New England.

“Our customers have long recognized the Sunbrella brand as a performance fabric for use outdoors, but until recently they didn’t appreciate how it can transform indoor spaces as well,” Tatelman said. “Establishing Sunbrella furniture galleries in our stores, promoting our partnership on TV and featuring their fabrics for seating in our IMAX theaters will help us get the message out to anyone who doesn’t want to worry about kids, pets and messy adults sitting on their beautiful new furniture.”

Jordan’s Furniture has selected the Sunbrella fabric style “Heritage Granite” for its IMAX seating. Heritage Granite is part of the Sunbrella Renaissance Collection of fabrics that includes recycled content.