Stanley splits into adult, youth segments
Powell Slaughter -- Furniture Today, September 1, 2003
Stanleytown, Va. — Case goods manufacturer and importer Stanley Furniture is reorganizing its collections and youth business under separate identities.
The newly created Stanley Collections segment includes bedroom, dining room, home entertainment, accent tables and home office.
Young America, already a registered trademark of Stanley, will produce and market youth furniture under its own name and logo.
"We're one company, two businesses," said Jeff Scheffer, president and chief executive officer. "Although the demographics of the consumer who buys our furniture may be the same, clearly the end users, and in some cases the retailers who sell it, are quite different. They require different product development, marketing and merchandising."
Phil Haney, formerly executive vice president of marketing and sales for Stanley Furniture, now has the same title for Stanley Collections. Glenn Prillaman, who was vice president and product manager for Young America, now is senior vice president of marketing and sales for Young America.
While Young America and Stanley's collections always have had separate product managers, each segment now has dedicated marketing and sales management.
The reorganization should be fairly transparent to dealers, Scheffer said, and product will be sold through the same sales force. The move represents a natural evolution, he said.
"It's time that we recognize that (collections and youth) are different businesses," Scheffer said. "While they both come out of the Stanley womb, they aren't twins. They have different personalities and require different, separate thinking as well as an individual focus."
The benefit to dealers, he said, will be stronger products that retain Stanley's focus on quality, service and delivery.
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