Shermag beefing up dining room line
By Michael J. Knell -- Furniture Today, March 2, 2003
Sherbrooke, Quebec — Shermag is broadening its import program with five new master dining rooms in maple and birch, in the company's top-selling finishes.
"We're planning to make a major statement in master dining room," said Larry Beasley, vice president of marketing for the full-line producer. "They are made to coordinate with our existing domestic bedroom offerings so that our retail partners can make a complete design statement with these products."
The introductions, which Shermag is bringing to High Point's premarket this week, include traditional, transitional, contemporary and modern designs, all targeted at the US$1,799 price point for a seven-piece group. Beasley anticipates that the first shipments will arrive on retail floors this summer.
Shermag launched its import line last spring with two traditional bedroom groups, and the division has generated about C$1 million in revenue since then, according to Jeff Casselman, president and chief executive officer. In addition to the new dining, the company is adding an imported pine classic bedroom.
Meanwhile, Shermag's domestic factories will introduce two contemporary bedroom groups, both with what Beasley described as European profiles.
And building on its success last year, Shermag is adding four new antique rub colors to its New England Retreat collection.
"We see these antique rub colors as a major trend in the marketplace," Beasley said. A new casual dining program features the antique rub colors in addition to traditional wood finishes.
As part of its drive to be seen as a lifestyle-oriented producer, Shermag also is adding three casual contemporary leather beds, all retailing at less than US$1,000.
"Consumers seem to want the softening effect of upholstery, especially in casual contemporary," Beasley said, adding that the first leather bed Shermag introduced last year has been a success.
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