Steelcase Overview 2010The University of Iowa Facilities Managementpresented by

Frohwein Contract Interiors

• Our people• Why Steelcase?• Product overview• Support materials• Expectations

AGENDA

Frohwein’s People

• Doug & Dave Parsons – Owners• Christa & Jessica – Interior Designer• Dan McMahon – Furniture Project Specialist• Rob Robinson – Steelcase Market Manager• Steve Drew – Account Representative,

Furniture

Frohwein’s People

• Doug & Dave Parsons – Owners• Christa & Jessica – Interior Designer• Dan McMahon – Furniture Project Specialist• Rob Robinson – Steelcase Market Manager• Steve Drew – Account Representative,

Furniture– 13 years of contract office furniture experience– 5+ years with Steelcase’s largest dealer in New

England– Focused 100% on furniture vertical markets

• education, healthcare, government,

Why Steelcase?

Why Steelcase?

We are your Steelcase dealer.

Steelcase dealers are vital parts of their business and local communities, bringing market knowledge, business solutions, entrepreneurship and energy to the businesses that are owned and staffed by their friends and neighbors.

Our brands offer a comprehensive portfolio of workplace products, furnishings and services, inspired by nearly 100 years of insight gained serving the world’s leading organizations best ideas are created in collaboration with others.

Steelcase is a global, publicly traded company leading our industry with fiscal 2010 revenue of approximately $2.3 billion and nearly 13,000 employees.

Steelcase Inc. encompasses three core brands -- Steelcase, Turnstone and Coalesse – and several sub-brands, including Nurture, our healthcare

division.

Steelcase BrandArchitectural SolutionsEducations SolutionsIntegrated TechnologiesLaboratory SolutionsSeatingStorageTablesWood SolutionsWorkspace SolutionsWorktools

turnstone brandWorkspace ChairsCampfire

StorageTables & ScreensSurface Materials

coalesse

Metro Furniture Brayton International Vecta Other international

partner brands

And there are more brands…

• Details• nurture• Designtex• Polyvision

Cradle to Cradle™ Certifications

Indoor Advantage Certifications

Industry-First Adoption of EcoCradle™ Packaging – Developed by Ecovative – Is Composed of Agricultural Byproducts (mushrooms and seed shells)

sustainability?

Why Steelcase?

They have expert people on hand to help us help you.

The Steelcase difference• LIFETIME warranty on most of the entire line• Quick-Ship is available on much of the line• E&I contract pricing covers whole line• Premier and Novation GPO pricing offers some deeper discounts on some items

Product Overview

HONHON

KIKI

HumanscaleHumanscale

Sit On ITSit On IT BretfordBretford

Peter PepperPeter Pepper

NationalNational

turnstoneturnstone

SteelcaseSteelcase

Frohwein

Contract

Interiors

Frohwein

Contract

Interiors

PLUS

OVER 75 ADDITIONAL FURNITURE

MANUFACTURERS

FLOOR COVERING

WALL AND WINDOW TREATMENTS

LIGHTING

AND A LARGE LIBRARY OF

SEATING AND PANEL TEXTILES

PLUS

OVER 75 ADDITIONAL FURNITURE

MANUFACTURERS

FLOOR COVERING

WALL AND WINDOW TREATMENTS

LIGHTING

AND A LARGE LIBRARY OF

SEATING AND PANEL TEXTILES

Product Overview

Systems • Panel based

ANSWER, AVENIR, MONTAGE, SERIES 9000, TECHNOLOGY WALL, ap40, KICK (turnstone)

• Freestanding CONTEXT, ELLIPSE, U-FREE, POST & BEAM, UNIVERSAL Worksurfaces and Tables, TOUR(turnstone)

• New Benching SystemFrameOne (Jan 2011)

Product Overview

Seating• Major models include:

– LEAP, THINK, AMIA, SIENTO– CRITERION, PLAYER, MOVE, COBI

• New Models– Reply (fall 2010)– Node (Neocon 2010)

Product Overview

Storage for everyone• 200 Series• Universal Flush• Universal Proud• Universal Proud Wood• Elective Elements• Duo

– Power of two

Product Overview

Steelcase Wood • Desking

– Arbor, Convene, Garland, Impact, Norfolk, Walden

• Systems– Elective Elements 6

• New– FlexFrame (Nov. 2010)

Product Overview

Steelcase Wood • Seating

– Alcove, Alerion, Collaboration, Company– Dearborn, Deck, England, Escape, Gentry– Groove, Mansfield, Mingle, Oriana, Siento,– Snodgrass, Terrazzo, Theorem, Topaz

Product Overview

Worktools / Visual Worktools• Details brand • Premium Whiteboards• Room Wizard • Copycam

Product Overview

nurture by Steelcase• Healthcare Seating

• Healthcare Casegoods

Product Overview

Other Categories• Airtouch• c:scape• Integrated Technologies

– media:scape

• Architectural Solutions • Laboratory Solutions

Support Materials

• Binder Set (1-8) with CollateralItem # 04-0012631

• coalesse binders• nurture binders • Details binder• Polyvision binder

Surface Materials

• Steelcase• Designtex• Memo• Printed• 3” x 3” • Hard Surfaces

Full Size Samples

• We have our Coralville Showroom – Open 8 a.m. to 5 p.m. – Open other times by appointment

• We want to provide actual full samples when practical– We can create a mock-up for you– We can get samples from most

manufacturers

Experience a new task chair before they purchase it.

Our chair loaner program enables people to…

Frohwein Contract Interiors

• Space planning and design– Specification of furniture for projects

• Project management– Coordination of order management, delivery,

and punch list items

• Installation and reconfiguration– We have our own installers

• We contract with T&M when need arises

• We are dedicated to your success• We return calls and emails quickly• We schedule visits to the U daily• We are the experts on our brands• We are always searching for new

areas to provide furniture solutions• We expect to have a chance to

provide a solution to almost all of your projects

Expectations

• We thank you for your support in the past, you are very, very important to us

Expectations

Questions and comments