Studio RTA broadens appeal
By Furniture Today Staff -- Furniture Today, January 26, 2003
Pico Rivera, Calif. — Studio RTA, whose products are most often positioned as starter workstations in office superstores, is making a move to higher price points with a new lifestyle collection covering both the SOHO and entertainment categories.
The new Home Tech and Office Tech collections blend wood veneers and frosted glass for a contemporary look hitting price points several steps up from the sub-$100 territory normally associated with Studio RTA's flat packs.
"We're moving up," said Paul Reitzin, president. "We now have both ends of the spectrum. We decided to develop product that's a unique value, that's real wood but still at affordable price points."
The Office Tech collection, which covers all the key modular pieces necessary to create a comprehensive SOHO configuration, has been included in Office Depot's new Big Book, which came out last month. Office Tech also is on display in 160 Office Depot stores. The superstore chain will enjoy exclusive distribution of the line for six months, more if Office Tech is expanded to all of its stores, Reitzin said.
A full U-shaped workstation will retail for about $700.
The Home Tech aspect of the collection includes a full line of entertainment centers, television stands, a game table and occasional tables. The tempered glass tops are 8 millimeters thick to support heavy electronics.
Without abandoning its promotional roots, Studio RTA will continue to expand its merchandising assortment to cover more step-up price points, Reitzin said. Delivery will start soon on a comprehensive rattan-and-glass collection introduced at the October market.
At the same time, the company also will focus more on entertainment. "We're finding that people do want their entertainment and office furniture in one room."
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