brother™ launch of new v-series `dream team` machines and



brother™ launch of new v-series `dream team` machines and
DreamWeaver™ XE
DreamMaker™ XE
Quilting & Sewing Machine
Quilting, Sewing & Embroidery Machine
Embroidery-Only Machine
Was it all a “dream?” The Brother™ Back to Business
Convention in Nashville this past August was so
amazing that an overwhelming number of the 170
Brother™ dealers who attended said it was the best one
ever, and expressed how thrilled they are to introduce
their customers to the stellar line of nine new machines
unveiled by Brother International Corporation.
The three day event kicked off with a breakfast,
followed by a brief welcome by Dean F. Shulman,
Senior Vice President of Brother International
Corporation and the head of the company’s Home
Appliance and Industrial Products Divisions. To
get the party started, The Willi Clan, a Tennesseebased performance group of seven brothers and
sisters, pumped up the audience with a wonderfully
unexpected musical performance. Shulman then
addressed the attendees with a ‘state of the
business’ recap of the past year that highlighted
Brother products, research and changes in
the industry.
Then, after a short break, the time had finally arrived
for Brother to dazzle their audience. First, an
inspirational video set to the song Dreamweaver
played to the unveiling of the new V-Series line,
which included DreamWeaver™, DreamWeaver™ XE
and DreamMaker™ XE. This was followed by dozens
of videos that unveiled other new products, including
the new Simplicity® Limited Edition Sewing and
Embroidery Line, featuring five new machines
catering to a range of sewing enthusiasts, from the
eager novice to the more seasoned sewer.
Drawing upon consumer feedback and industry
demand, Brother innovators, led by the vision of
Dean F. Shulman, exceeded their own expectations
by ‘dreaming’ of what could be industry-firsts in the
sewing industry, and then making them a reality.
Dealers were amazed by the new machines and said
the fifth-generation V-Series hit the mark on all levels
by catering to sewers who want to master their
crafts in quilting, embroidery and sewing. Brother
developed the high-end DreamWeaver™ for the
dedicated quilter, while the DreamWeaver™ XE
was made for the Brother customer who wants to
indulge in quilting, sewing and embroidery. For the
die-hard embroidery enthusiasts, Brother developed
the DreamMaker™ XE. Industry-first features available
on the DreamWeaver™ and DreamWeaver™ XE,
like the Sew Straight™ Laser Vision Guide allows
sewers to use the built-in laser to ensure straight,
uncomplicated sewing. For those hard to sew fabrics
like leather, fur and silk, the new MuVit™ Digital Dual
Feed Foot provides greater control for virtually
perfect stitching, every time. Dealers said their
customers will love the V-Sonic™ Pen Pal for sewing,
which will allow them to easily make critical quilting
adjustments to needle and laser positions and stitch
details with just a tap of the touch pen on the sewing
bed, putting time and convenience at their fingertips.
The DreamMaker™ XE boasts industry-first features
that include the V-Sonic™ Pen Pal for Embroidery,
which helps users position their embroidery designs
with more precision, and the Droplight™ Embroidery
Positioning Marker, which is useful in identifying
a precise needle drop position. Included in this
‘Dream Team’ of V-Series machines are additional
outstanding features such as a new, fifth-generation
chassis that offers an oversized 56 inches of work
space and 11.25 inches from needle to arm (the
longest ever from Brother) and a speed of up to 1,050
stitches per minute.
As the official introduction to the machines
continued, the Simplicity® Limited Edition Sewing and
Embroidery Line took center stage. Dealers
were thrilled to hear how Brother joined forces
with the industry’s most beloved and recognized
manufacturers of sewing patterns,
Pattern Company, to offer customers a fresh
and innovative line of affordable and technologically
advanced sewing machines to fit every budget and
skill level.
“We’re very excited about the Simplicity® line,”said
Karen Rouse, who attended the conference and is
co-owner with her husband Fred, of MidSouth Sewing
& Vacuum Center in Knoxville, Tennessee. “It’s a
perfect fit for our growing customer base of younger
sewers, and also offers a comfort factor to our
veteran sewers who have come to know and love the
Simplicity® brand.”
Dealers expressed their enthusiasm over several
standout features on the five Simplicity® Limited
Edition machines, including the brightly lit LCD
displays, advanced needle-threading system and a
free arm for sewing cuffs and sleeves. What really hit
a home run with this line, however, was the extremely
affordable embroidery-only machine, equipped with
120 embroidery designs (70 built-in and 50 on a
CD), 120 frame pattern combinations, 5 embroidery
lettering fonts, and the ELS® Embroidery Lettering
Software, In the Hoop™ Machine Embroidery Tool Kit,
and so much more.
Also among the new products introduced was the
Duetta® 2 4750D, an affordable, high-powered,
easy-to-use machine that does it all–sewing, quilting
and embroidery.
“When we decided to upgrade our popular Duetta®
machine this year, we knew our loyal customers had
set the bar high and would expect new and exciting
technological advancements,” said Shulman. “The
new Duetta® 2 is jam-packed with features at an
affordable price.”
Reid’s statement resonated as a shared sentiment
with all who attended. The dealers expressed their
excitement and eagerness to learn more about the
features on these wonderful new machines and to
share them with their customers.
Brother wrapped up the three-day event with a
With so many new machines and industry-first traditional river boat cruise aboard the ‘General
features to learn about, Brother educators were Jackson’, one of the country’s largest showboats.
on hand and ready to go.
Attendees were treated to
The dealers were eager to
“We’re very excited about the genuine Southern hospitality
attend their classes and said
as they cruised down the
Simplicity ® line,”
the classes were not only
Cumberland River and enjoyed
music and food of the region.
- Karen Rouse
organized and fun. Paula Reid,
“Our 2012 summer convention
professional machine quilter,
in Nashville was certainly one of
instructor and author, led the quilting class and our most exciting and highly-anticipated launches,”
was excited to share her thoughts. “The atmosphere said Shulman. “As I spoke to our dedicated dealers
and enthusiasm at B2B was so exciting!” Reid said. and heard their feedback, I was reminded of what
“I was in the DreamWeaver™ XE classroom and the inspired this new line of machines. We all have
dealers were anticipating all of these new products dreams, and at times we find ourselves longing for
in their stores this fall. It was hard to get through the things out of our reach, but with a vision, imagination
introductory portion of the class and not just let and dedication, it’s all possible. I’m proud of our
them get their hands on the machine right away! ‘Dream Team’ of V-Series machines and our partnership
They all got to use the new features, hands-on, to with Simplicity®. Together, we all made it happen.”
finish their class projects and I heard nothing
but good comments about the Brother exclusive
features, such as the Sew Straight™ Laser Vision
Guide and the V-Sonic™ Pen Pal for sewing.”

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