Studio RTA expanding into entertainment
By Furniture Today Staff -- Furniture Today, April 14, 2002
HIGH POINT — Heretofore a home office specialist, Studio RTA is expanding its promotional focus to entertainment furniture.
A leading supplier of big-box retailers who use Studio RTA as the opening salvo in their flat-pack furniture merchandising, the company is looking now to branch out into the growing entertainment category.
The company will show about 30 new TV stands and entertainment centers, with retail prices from $79 to $399 for a blend of finishes and materials that include wood, metal and glass.
"We really never had a full offering of entertainment before," said Paul Reitzin, president. "We tried a few pieces last October, but that market was so dismal that we went back to the drawing board and developed these."
Where possible, Reitzin said he tried to work off popular designs already in the Studio RTA line. For instance, a new corner tower called Apollo, retailing from $129 to $149, matches a corner work center that has been an ongoing hit.
"We had such a success with Best Buy that we've created a matching unit for entertainment," Reitzin said.
At the same time, Studio RTA is not ignoring the home office category.
The company will have 15 to 20 home office pieces with retails running from $49 to $599.
"People are looking for something different, but they also want to control their price points," Reitzin said. "It's important to remember, though, that just because it's cheap doesn't mean it's going to sell. You still need to have design integrity."
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