Best Chairs changing name
By Gary Evans -- Furniture Today, January 25, 2004
FERDINAND, Ind. — Chair and motion furniture manufacturer Best Chairs is changing its name to reflect a broadening of its product line.
The new name will be Best Home Furnishings, with the change scheduled for launch at the April market in High Point.
"Basically, we're saying that we're not just chairs anymore," said Brian Lange, vice president of sales and marketing. The name already has been applied to a new sofa line the company will be manufacturing.
"It's not really right to put 'Best Chairs' on a sofa," he said. "If I hear anybody talking about us, they always say 'Best'— 'Best' this and 'Best' that. They really don't say 'Chairs' anymore. I think it's time for us to get it changed."
The company's blue and yellow logo will retain a familiar look, substituting "Home Furnishings" for "Chairs."
Lange said the company produced stationary sofas "way back when, maybe the early '70s," before Lange's father, Clem, chief executive of the family-owned company, decided to dedicate production to chairs. Stationary sofas are coming back, Brian Lange said, to fill out the line.
"We have chairs, recliners and motion sofas and it's a natural step for us to get into stationary," he said. "We felt that stationary would help us obtain business — not only in stationary but also in chairs. We had several accounts that wanted us to get into stationary."
The new line includes six frames — five traditional, one contemporary — in the $599 to $899 retail price points. More frames are planned for the April market.
"We like to walk before we run," Lange said, adding the company "went in the middle to upper price points to represent what Best Chairs can do in that area — and then work backward."
He said Best Home Furnishings could compete with many companies in those price points with its quick delivery, which also may help thwart upholstery imports.
"We knew for us to be strong and compete in that area, we had to have quick delivery. There are a lot of people who can ship pretty quick on in-stock items, but I can do it in 11 days regardless of what you buy," Lange said.
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