New Products

SINGER® introduces new CONFIDENCE™ line

SVP Worldwide, owner of SINGER® brand sewing machines, has announced the global introduction of its new computerized SINGER CONFIDENCE™ line of sewing machines. With the international wave of heightened consumer interest in homemade creativity in fashion and home décor, beginning and skilled sewers alike will appreciate one-step functions, push button controls and automatic capabilities that streamline the sewing process to enhance their creativity.

Consumers aspire to express their creativity through sewing, but do not want to invest significant time to learn and set up a sewing machine. SINGER global product development efforts directly involved consumers, resulting in a line rich with innovative new features that are simple to understand and easy to use, making sewing stress-free and fun. The SINGER CONFIDENCE line of five sewing machines will be available in major retail chains and from independently owned sewing machine dealers throughout the world.

“156 years after presenting the world’s first practical sewing machine, SINGER remains the oldest, most familiar, and best loved sewing machine brand in the world,” said Don Fletcher, CEO of SVP Worldwide. “The new SINGER CONFIDENCE line continues Singer’s trusted heritage of providing machines that are easy to use, reliable, and provide lifelong opportunities for creativity and proficiency in the craft of sewing. The SINGER CONFIDENCE sewing machines are ideal for first-time sewers or skilled sewers who desire computerized capability in their next machine.”

SVP Worldwide’s extensive global consumer research has shown that sewers want a bobbin that is fast and easy to thread, larger buttons and knobs to operate the machine, more light for the sewing surface and fashionable machine colors with a contemporary feel. The new SINGER CONFIDENCE line was designed with these desired features in mind. The Drop and Sew™ bobbin system, featuring a new top drop-in bobbin with a see-through cover, makes using the bobbin error free. The larger knobs and buttons on SINGER CONFIDENCE machines make them easy and effortless to operate. Two StayBright™ LED lights come standard, addressing the second-most asked for feature by sewers -- brighter lighting that won’t burn out. In addition to the deeper, richer colors that compliment the contemporary style of the SINGER CONFIDENCE line, sewers will benefit from using fully automatic functions such as the needle threader and one-step buttonhole.

“The popularity of sewing continues to increase throughout the world,” said Brad Hunsaker, global vice president of sales and marketing for SVP Worldwide. “The younger generation is getting involved with sewing because it provides an outlet for creativity and self-expression. The computerized SINGER CONFIDENCE sewing machines will be the perfect creative partner to inspire new or more experienced sewers who want a simple, easy sewing process in order to focus on the most rewarding aspects of sewing.”

Details about the new SINGER CONFIDENCE sewing machines can be viewed at www.Singer.com.

Reprinted from SQE Professional, November 2007