Peters-Revington readies bedroom line
By Powell Slaughter -- Furniture Today, March 31, 2002
Delphi, Ind. — Peters-Revington, long a force in occasional tables and wall units, will enter the bedroom category at the April market with three groups.
Two groups — 14-piece Allure in casual maple solids and veneers, and 17-piece Carlton, a casual traditional offering in oak solids and veneers — are tied to existing occasional product.
The third, Hampton, consists of 12 traditional pieces in a rich brown, lightly distressed finish on maple solids and cherry veneers. Peters-Revington is targeting a retail price point of $1,000 or less for beds.
Bill Massengill, president, said the bedroom program was three years in the making and will use the same strategy that has kept the company a player in occasional in the face of fierce import competition — low-cost, efficient domestic production supplemented by imported components that add value and increase style range.
"We're going to use some import components like posts and carvings, but we're going to be finishing, assembling and packing here," he said. "We've been able to remain competitive that way in occasional, and the next page of that book is 'how do we grow the business?' "
Peters-Revington will use one of its plants here to produce the bedroom and is adding equipment and people to handle the business.
"We built this factory five or six years ago, and never brought it to full capacity," Massengill said. "We're going to try and hit a category that some domestic manufacturers have left — moderately priced groups, not overdone, but not a plain vanilla."
| The Allure collection in maplesolids and veneers is part of Peters-Revington's entry into bedroom. |
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