Rose Hill set to launch RTA upholstery gallery
By Gary Evans -- Furniture Today, September 15, 2003
Okolona, Miss. — After a strong reaction at the summer Tupelo market, upholstery maker and case goods importer Rose Hill is set to introduce a ready-to-assemble upholstery gallery program at the October market.
"The interest in the SofasToGo product has been amazing," said President Hamp Hughes. "We've never seen anything like it. Interest has come from a broad variety of retailers."
He said mass merchants like the RTA upholstery concept because they can sell "full-size furniture" without having to deliver it. RTA stores are interested because they can branch out from futons. Rental chains like the flexibility of installation and parts replacements. And TV shopping channels, catalog retailers and traditional furniture stores have contacted Rose Hill about carrying the line, Hughes said.
Rose Hill's RTA upholstery employs a patented, high-pressure plastic lock-and-pin system that doesn't require tools to assemble and can be adapted to any design.
The full-size frame is packaged in a single box and can be put together by one person in minutes, the company said. The pins are designed to become tighter and sturdier with use.
The upholstery hits the $399 to $599 retail price points, with the emphasis on $399 to $499.
For the upcoming High Point market, Rose Hill will expand its SofasToGo offerings to include the 11 frames in its current quick-ship program.
"These frames are our top sellers, so we know they work at retail," Hughes said. "Our idea is to offer these 11 frames as an either-or program to continue building on the success of proven groups."
The RTA gallery program also will feature Rose Hill's "folding" entertainment centers. The size and cost of the galleries will depend on the number of frames dealers carry.
Point-of-purchase will include hangtags will depict the five-step assembly process, Hughes said. Box labels will give details on and color pictures of the item inside. Banners and table tents will have a lifestyle look with the SofasToGo message. Other signage and POP materials will be tailored to retailers' individual needs.
"We think the RTA program is a combination of timing, pricing and style," Hughes said. "SofasToGo is a solution-oriented product that offers a broad range of benefits to both retailers and consumers. We're looking forward to seeing what other ideas our customers throw at us."
A custom arm program will be part of the RTA line. Hughes said retailers have asked for a way to keep the same basic frame, but change the arm style to allow for greater choice.
"A simple arm change allows consumers to have some flexibility without causing the retailer to invest in complete groups," he said.
