Alexvale merged into Kincaid
By Gary Evans -- Furniture Today, April 12, 2004
HUDSON, N.C. — Alexvale Furniture has restructured its upholstery line to reflect a renewed emphasis on middle price points, and has merged into the Kincaid Furniture brand name.
The new line will be called Alexvale by Kincaid, and will concentrate on the $699 to $899 retail price points, with limited frames and fabrics targeted to volume dealers, according to Ron Smith, vice president of sales and marketing.
Smith heads the upholstery division for both companies, which are divisions of La-Z-Boy.
"The whole purpose is to generate some volume, reinvigorate the Alexvale line and address the strongest retail price points, which we got above in the past couple of years," he said.
Alexvale by Kincaid will have a dozen frames, four of which will be new for the April market. Smith said the line will emphasize color and fresh silhouettes "and not much microfiber. We'll be showing a lot of prints and textures for some fresh looks."
Merger of the two lines will present a two-tier selection that starts with an Alexvale price point of $699 and tops out with a Kincaid price point of $1,299.
Both Alexvale and Kincaid have been made in the same factory, so no manufacturing changes are required.
Smith said the sales forces for the two companies have been merged into a single organization, with reps carrying both lines. The move, he said, has "created upholstery specialists in a lot of territories."
Alexvale and Kincaid will continue to show in separate International Home Furnishings Center spaces for the April market.
