Wolf launches SOHO desktop line
By Gary James -- Furniture Today, May 19, 2003
Malibu, Calif. — Home accent and giftware producer Wolf Designs is aiming to expand its presence in the home furnishings retail channel with a new line of small office/home office accessories introduced at the April High Point market.
Available in red or black leather or rich tooled faux leather with trim, the SOHO Collection includes a mouse pad, storage boxes, memo block, pencil cup, cell phone caddy, calendar/clock set, desk caddy, desk/mantle clock and a two-tiered document tray. Items range from $10.50 to $165 retail.
"Our SOHO Collection is specifically targeted to the burgeoning small office/home office market," said Simon Wolf, president of Wolf Designs.
Wolf also introduced a second collection at market targeted at furniture stores called At Home. Also in leather, this collection includes a wastepaper basket, standing valet, bar set and serving tray. Items are priced from $18 to $200 retail.
"This is a niche that is wide open right now," said Wolf. "We're offering furniture stores a quality product with a high degree of fashion and function. This isn't a product that a consumer would find at an office superstore. But it's also not so fashionable that it won't be appealing six months from now."
Known for its jewelry boxes with hidden trays, Wolf also incorporates extra function in its SOHO and At Home lines. Bookends, for example, feature a frame on one side and a storage compartment on the other.
Product variety is another company strength, said Wolf, adding, "We now have an entire program of 30 SKUs available."
Founded in 1834 by Philip Wolf in Hanau, Germany, Wolf entered the U.S. market in 1988. The company has been selling its products mostly through high-end gift, luggage, apparel and jewelry shops, but this year it made a strategic decision to refocus efforts on two channels: jewelry shops and home furnishings stores.
"We see a big opportunity with furnishings stores," said Wolf. "Our products are a natural fit with furniture. They jazz up the store and also offer a great opportunity for an add-on sale."
Wolf made good headway in this effort at High Point, Wolf said. "We're looking to establish strong relationships for growth," he said, adding that he will offer protected distribution to his retail partners.
"We won't sell anybody else in the same product category in a single market," he said.
Furniture and home accents stores that Wolf currently works with include Gracious Home in New York and Jules Furniture in Ann Arbor, Mich.
