Councill shows new line, finishes
By Powell Slaughter -- Furniture Today, May 3, 2004
DENTON, N.C. — DENTON, N.C.— High-end, full-line manufacturer Councill returned to market with a new collection, new finishes and new leadership.
After skipping last October's market, the company made its first showing in High Point since it was acquired out of Chapter 11 bankruptcy last year by leather upholstery producer Hancock & Moore.
Councill shared a 30,000-square-foot showroom with Hancock & Moore and Jessica Charles on the third floor of 200 Steele St.
Carlton Mallory, former president of Henkel-Harris, came out of retirement when Hancock & Moore bought Councill and is president of the company. He aims to reinvigorate the line with improved quality and better designs, bringing furniture manufacturing back to Councill's base in Denton, N.C.
"We are committed to Councill remaining a domestic maker of fine case goods and upholstery," Mallory said. "We believe there is a market for high-level craftsmanship in the residential and executive office markets. Yet the industry has undergone a fundamental change in response to lower-priced offshore product, and we need to respond to that."
Councill's response is its new Robert & Robert line, a sourced collection that debuted at market with 80 case pieces and accent items in casual takes on classic designs. It will operate as a separate brand from Councill's own designs. Pieces will retail from $449 to $7,600.
Also featured at market was an eclectic mix of the best of Councill's existing line, with some pieces in new, distressed finishes reflecting a more relaxed lifestyle.
Councill plans to introduce new products in the fall that will take its trademark classic, traditional designs in a more casual direction.
The company said it is making significant investments in manufacturing to improve quality. A.J. Ottinger, who recently joined Councill as vice president of manufacturing after 36 years in production management with Lane and Henkel-Harris, is overseeing the upgrading of the Denton plants.
"The only way for Councill to be a comeback story is to rebuild our reputation and become a strong partner in the success of our dealers," Mallory said.
