Martha proves hit at preview
By Carole Sloan -- Furniture Today, August 26, 2002
HIGH POINT — It is a collection sparked by signature pieces, fresh colors and an interesting mix of materials.
That's the consensus of several retailers who went to last week's preview of the Martha Stewart Signature furniture collection by Bernhardt here in a special showroom adjacent to the manufacturer's space in the International Home Furnishings Center.
The roster of more than 100 retailers included marquee names like Robb & Stucky, Carls, Havertys, Breuners, Dillard's and May Co. John Pullin, vice president and general manager of Bernhardt's Martha Stewart Signature Collection, declined to reveal specifics about the 200-SKU introduction, but said the response was "fabulous, superb."
Pullin said Bernhardt won't show the collection at premarket, but will show it to key retailers at the October market. The collection will begin shipping in March.
Even though Stewart continues to face government scrutiny over insider trading allegations, retailers said those troubles didn't affect the furniture preview — which Stewart herself attended.
Bernhardt said the furniture styles, called Lily Pond and Skyland, are based on designs in two of Stewart's residences, but have not provided specifics.
"We felt the collection was executed very well," said Larry Cunningham, merchandise manager-case goods for Robb & Stucky, based in Fort Myers, Fla. "Lily Pond (one of the two styles) had a good cottage feel that was pleasing in its soft pastel color palette and could hit the younger Crate & Barrel customer for us.
"Skyland (the other style) was more traditional, but not 18th century, with some Irish cottage feel, carved chairs, mahogany and a satin finish that was not too shiny but casual, and there wasn't much distressing," Cunningham said. "Interesting techniques included paint and wood combos, granite and Italian ceramic accents."
Mel Wolff, president of Star Furniture in Houston, said he too was impressed.
"We're signing on for all stores. It's very well done, the execution is good and there's good value," Wolff said. He said Star will feature the collection in about 2,000 square feet with three bedrooms, three dining rooms and four upholstered groups.
"It's fresh design, the Martha Stewart touch for color, a departure from the ordinary without getting wild. It's away from boring furniture," said Wolff.
Fred Friedman, president of Carls in Boca Raton, Fla., said his team was "quite impressed" and will buy it for all the chain's stores. He said the lifestyle presentation — "the correlation of color, product and accessories" — was important, as was the physical presentation. He said Carls will show the collection in the minimum 2,000 square feet, perhaps more.
"The product is superb," said John Solimine, executive vice president of Breuners Home Furnishings Corp., based in Lancaster, Pa. "Colors are soft, sherberty, not primaries." Appealing to Solimine were some of the signature pieces, such as a metal Windsor chair with an upholstered seat and tile-top tables.
"We plan to carry the collection in 111 stores," said Tony Wilkerson, senior vice president of marketing at Havertys. "It sets a new direction in using more than one color in a case goods group, and that's hard to pull off. There's lots of detailing on edges and bases. It offers good values."
As for upholstery, in what Havertys terms mid to upper price points, "The values are good and the cover selection is in process," he said.
| Bernhardt Chairman and Chief Executive Officer Alex Berhhardt Sr. with Martha Stewart in High Point last week. |
