Chair source Benchmaster to show in San Francisco
By Gary James -- Furniture Today, December 16, 2001
DALLAS — Benchmaster, a new source of imported Euro-style leather recliners and office chairs, will show at the January market in San Francisco.
The initial line will include six recliner styles and six office chairs, each available in six colors. Recliners will range from $399 to $699 retail, office chairs from $149 to $299.
Benchmaster also will be showing the Value line of three recliners in three colors. From $149 to $299 retail, they will feature tubular metal in the chair and ottoman bases.
All products will be available on a quick-ship basis from warehouses in Chicago and Los Angeles.
"Our strategy is centered on value and service," said Benchmaster President Gene Trobaugh. "We're offering a good product at a good price. With six models on the floor, each in a different color, our dealers will be able to show 36 choices in a small amount of space that they can deliver to the consumer in a day or two."
Trobaugh, who has worked in the automotive and motorcycle industries with companies such as Buick and Suzuki, said American consumers are tired of waiting for their furniture. "We think our ability to get the product to the dealer quickly will be a real advantage," he said.
Product will be sourced from Kemi International, a Taiwan-based manufacturer that also has facilities in China. Kemi, whose line includes desks and futons, distributes its products mostly in Australia, Japan and other Asian markets as well as Northern Europe.
Industry veteran Lee Higginson is Benchmaster's vice president of sales. He has served with Cal-Style and John Boyd, among others.
The company is creating a network of independent sales representatives who will target small and medium-sized independent dealers in the middle to upper-middle price points.
Benchmaster will offer protected distribution so retailers won't go head-to-head with the same products, and also plans a direct-container program for larger retailers.
Merchandising support tools will include point-of-purchase materials, a product warranty and, down the road, consumer advertising to build brand awareness.
The company will show in space 1183 of the San Francisco Mart's Mart 1.
| Benchmaster's recliner line includes six Euro-style recliners priced from $399 to $699 retail. |
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