Haywood joins Froelich/Omarts team
By Ray Allegrezza -- Furniture Today, April 18, 2004
HIGH POINT — Industry veteran Chuck Haywood has joined Froelich Furniture as director of marketing to help unify marketing efforts between Froelich and a sister company, Omarts, a supplier of hand-made items from Morocco.
In his newly created role, Haywood, who has been an executive with Drexel Heritage, Lane, Tomlinson and Davis Cabinet, brings close to 50 years of marketing expertise to the company.
Reporting to Tom Hendrickson, who bought Omarts in March 2003 and Froelich last October, Haywood has been tasked with assembling a combined sales force for the two companies.
"We're also relying on Chuck's vast experience to help us market not only our products, but our mission, which is to bring upper-end, high-quality items to the market in such a way as to capture the attention of the designer-driven retailers," Hendrickson said.
"In our case," Haywood added, "we believe that most suppliers generate 75% of their sales from 25% of their line, so our plan is to come to market with a focus on the 25% of our goods that will represent those best sellers."
And while unique items — which Hendrickson and Haywood refer to as jewels — are important, both men say they hope to offer more than furniture and accessories.
"While our goal is to bring wonderful product to market, we also said that those items would be sold by a company that cares about its dealers, gives superior service and does what it promises to do," Haywood said.
To help execute those objectives, Haywood is putting together a team of seasoned sales representatives, including Jeff Gillis, Bob Jackson and Warren Comer, all of whom most recently represented Maitland-Smith.
Rounding out the team is Brent Yates, head of operations.
The rep team will carry products from Froelich and Omarts. The Froelich line includes what Hendrickson refers to as Froelich "Smalls," an heirloom collection of finely made boxes and accessories, 18th century American and European classic reproductions, including bedroom, dining and occasional, and a line of furniture from North Carolina designer Otto Zenke.
The items from Omarts are all hand made in Morocco and run the gamut from 17th century doors to pottery, saddle blankets, lamps and a full complement of accessories.
Buyers visiting the showroom in Union Square, space 410, on English Road in High Point, will see some 50 new SKUs from Froelich. In addition, another 75 recently introduced items will feature a new finish the company has developed at its High Point finishing plant.
"We've got the products, the right finishes, and the right reps," said Haywood.
"We are ready to go."
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