Furniture Brands readies push in retail franchising
By Powell Slaughter -- Furniture Today, April 28, 2002
High Point — With an aggressive plan for store openings in its Thomasville and Drexel Heritage divisions, Furniture Brands International is looking for significant growth in the already-hefty amount of retail distribution it controls.
At the just-ended market here, FBI Chairman Mickey Holliman outlined how FBI plans to expand its retail presence.
Thomasville now has 153 stores, will open 25 this year, and should have 250 by the end of 2005, he said. Drexel Heritage has 30 stores now, with nine to open this year, and a goal of 100 by the end of 2005.
"In 2000, Drexel Heritage and Thomasville combined for $784 million in 150 stores," Holliman said. "With 350 stores within FBI by the end of 2005, we'll be the largest manufacturer and also the company controlling — not owning, but controlling — the largest retail distribution."
The Maitland-Smith division will play an important role in the retail franchising efforts.
"This is the first time we've been in the accessory business, which is great because we have the Thomasville and Drexel Heritage stores," Holliman said. "We're looking to strengthen the relationship Maitland-Smith already had with Henredon and Drexel Heritage, and blend Maitland-Smith production in with Thomasville stores."
Thomasville has been adding franchised stores for several years, and Furniture Brands wants Drexel Heritage to step up its Home Inspirations dedicated store program.
Three Home Inspirations locations have opened this year in Atlanta, Dallas and Rochester, Minn. Three more are on tap this summer for Pleasanton, Calif.; Denver; and Portland, Maine.
Drexel Heritage reorganized its sales management to reflect the new focus on dedicated stores, naming Blain Wrench, formerly vice president of sales for the Southern region, to the new post of vice president of store development. Wrench will identify distribution opportunities, assist in lease negotiations and merchandise the product assortment.
Part of that assortment will include Artisan's Shoppe, the new line of lamps, mirrors and tabletop accessories from Maitland-Smith.
In addition, Drexel Heritage has named Tom Skipper vice president of national sales, a new position that consolidates sales responsibilities and provides greater coordination between sales and marketing. Previously, Skipper was vice president of sales for the Northern region.
Holliman said FBI's retail focus will remain at the high end.
"The distribution channel as far as our middle price point product lines — Broyhill and Lane — we're very comfortable with it," he said. "At the higher end, we feel the distribution channel is more fragile. We need the control (of presentation)."
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