Henredon sets own designer-oriented showrooms
Gary Evans -- Furniture Today, March 31, 2003
Morganton, N.C. — Henredon Furniture is opening its own to-the-trade showrooms in New York and Chicago in a new strategy for its designer showroom distribution.
Work has already begun on showrooms in the New York Design Center at 200 Lexington Ave. and the Chicago Merchandise Mart, and the company said it is considering other cities. Henredon will operate the showrooms.
In addition, the high-end manufacturer said it has entered into a reciprocal distribution agreement with Guy Chaddock & Co., which specializes in antique reproductions. The arrangement calls for Henredon to market Guy Chaddock in its New York and Chicago showrooms and for Guy Chaddock to feature Henredon in its San Francisco showroom.
Henredon said it has reached a separate agreement with Kindel Furniture to feature Kindel products in the Henredon showrooms in New York and Chicago.
Rounding out its network, Henredon's new distribution strategy includes an expanded presence in the Oliver Walker & Co. showrooms in Denver, Atlanta and Dania, Fla. The Henredon line will be carried by the Sterling Square Showroom organization in Washington and Troy, Mich.
"The design trade is an increasingly important part of our business and we want to make sure we have a more direct connection with the trade," said Henredon President Mike Dugan.
"Historically, we were represented by third parties in all markets and this inhibited our ability to respond directly to the needs of interior designers and their clients," he said. "We are confident these changes will make us more effective in taking care of the consumer and the designer. The line-up of Henredon, Kindel, Guy Chaddock and, in most markets, Polo Ralph Lauren, will have strong appeal to the trade."
