Hooker expands lineup of flat-screen solutions
By Furniture Today Staff -- Furniture Today, April 27, 2003
Martinsville, Va. — Hitting the entertainment category hard, Hooker Furniture is particularly focused on flat-screen furniture solutions because that's the direction its target market is heading.
At the April market, Hooker unveiled three new systems for displaying flat screens based on the results of its consumer research, which showed that higher-income consumers are ready to splurge on flat-screen technology.
In a survey of 500 higher-income consumers planning television purchases, Hooker's research indicated that the largest segment, 33%, is planning to buy either a 42-inch or larger flat-screen television.
The new entertainment consoles and cabinets for flat screens are a response to that research, said Kim Shaver, director of marketing communications. In addition to three contemporary consoles, Hooker introduced a motorized midwall unit that can automatically stow a flat screen out of sight.
The third solution is a back panel that can be installed in the cavity of existing Hooker entertainment center systems. This back panel shortens the depth of the center's television cavity while also creating an attractive wood background for the flat screen.
"We're trying to address the immediate needs and wants of our target consumer," Shaver said.
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