Elliott's Designs unveils lower-priced lineup
By David Perry -- Furniture Today, April 13, 2003
High Point — Metal bed producer Elliott's Designs introduced here a product line that tackles the more promotional end of the market.
The new EI series of metal beds will retail from about $299 to $799. That starting price point is about $200 lower than where the Elliott's line formerly started.
The new line takes Elliott's into more transitional and contemporary styles. The company is known for its more traditional, Victorian-influenced styles, which will continue to be offered in the Heirloom line, retailing from $599 to $1,599.
Elliott Jones, president, said the new line is "part of our goal of meeting market demand and servicing (our) retailers." He's calling the new line the "first major product line change" in Elliott's 25-year history.
The new line will incorporate some imported products that will be assembled in Elliott's factory to assure that the company maintains its reputation for quality, Jones said. The majority of Elliott's line will continue to be produced at the company's factory in Rancho Dominguez, Calif.
"We are only going to work with people who can produce consistent quality," Jones said.
He added that Elliott's "will continue to improve on its current reputation of high-quality product with dependable delivery."
This summer, Elliott's will re-enter the wood daybed category it helped to popularize in the 1980s. The daybeds, offered in wood and wood-and-metal versions, will retail from $199 to $499.
And the producer also is planning to add matching case goods to broaden its market reach and improve its placements in retail outlets.
Jones admitted that Elliott's has seen its market position challenged by metal bed imports. But he remains confident that quality will prevail.
"When you buy our beds," he said, "you are buying a bed that your great-great-grandchildren can sleep on, and 50 years from now you may even see our beds on eBay for the same price that you bought them for."
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