Via, Jesper join for SOHO push
By Tom Edmonds -- Furniture Today, November 10, 2003
High Point — Two contemporary small office/home office sources are joining forces in sales and marketing in order to work more effectively on retail floors.
Via Basics, the new home office seating line from midmarket specialist Via, has allied its SOHO marketing and sales efforts with Jesper Office, the modular desk resource.
The two companies, which both have Scandinavian ownership, showed together in the 220 Elm building at the October market in High Point.
Jesper's sales force is now handling the Via line, and reps are asking retailers to consider displaying the two companies' products together in gallery settings.
"We're focusing on this together, and we think we've put together a package solution for the SOHO customer," said Nora Fenlon, vice president for specialty sales at Via.
Both companies offer 10-year warranties on their products and 48-hour shipping from their warehouses. Jesper is based in Branchburg, N.J.; Via is in Sparks, Nev.
"When retailers buy these products, they never have to stock anything, and we provide all the point-of-sale materials and extensive sales training," Fenlon said.
Jesper Office is a long-time SOHO resource, with more than 250 existing gallery dealers showing at least 500 square feet of the company's contemporary workstations.
Via is well known in the contract community, but its Via Basics offshoot is a new program focused on the home office. The line features seven residential office chair models, including the new Palmer chair, which combines executive styling and ergonomic function at the $699 retail price point. The seat and back foam in these chairs carries a lifetime warranty.
"Via is founded in the contract furniture business, but Via Basics is a complete seating solution for the residential SOHO market," Fenlon said.
The companies are not requiring retailers to carry both lines, but their joint sales force will make that recommendation.
"We know the Via chairs are excellent, and they work perfectly with our modular systems," said Joern Skarregaard, managing director for U.S. sales at Jesper. "It's a very logical solution."
