EQ3 designed for Internet generation
By Furniture Today Staff -- Furniture Today, November 4, 2001
WINNIPEG, Manitoba — EQ3 was designed for the Internet generation, and in addition to being sold at retail, it will be the foundation of Palliser Furniture's first real thrust into the world of e-commerce.
According to Peter Tielmann, vice president of sales and marketing, it's more than just a collection of furniture. It's a lifestyle statement whose product reflects the taste sensibilities of both Generation Xers and their children, the oldest of whom are young adults.
These consumers not only appreciate good design but are highly educated and computer literate, while also being price sensitive.
"EQ3 is democratic design," Tielmann said. "It's the answer for a customer group that loves high design but can't usually afford it."
EQ3's target demographic may be e-commerce friendly, but Palliser won't sell directly to the consumer via the Web site, EQ3.com.
"It's up now, but we're not taking orders," Tielmann said. "We will be selling UPS-able items beginning in 2002 for delivery through our dealers."
The Web site shows product configurations not held in stock at the stores, as well as the complete range of accessories. Palliser doesn't expect dealers to inventory all the accessories, but rather to sell them through the site.
There are six groupings in the current EQ3 lineup:
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B2C is based on the concept of one-room living and includes coordinated pieces ranging from bedroom to entertainment to storage — all finished in maple and espresso veneers with brushed aluminum legs and hardware.
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2MORROW, which includes bedroom, home office, dining room and living room, features silver metal accented with glass.
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Balton, a group of storage-type pieces, has design elements such as metal uprights with birch shelves and tempered frosted milk glass. Components are easy to assemble and disassemble using a rubber mallet, screwdriver and wrench.
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The Upholstery group has six models suitable for seating and sleeping. Covers are offered in both fabric and microfiber. Other features include maple or brushed aluminum legs, internal storage and lockable casters.
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Odds & Sods is a collection of roll-up mattresses offered in three sizes and comfort levels.
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EQ3 accessories range from clocks and wall décor to lamps and storage pieces.
| The exterior of the first EQ3 store takes on added drama at night as light reflects on the corrugated metal exterior. |
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