Canwood gallery program: 'Complete lifestyle look'
Michael J. Knell -- Furniture Today, October 28, 2002
High Point — Canwood, a Canadian solid-pine ready-to-assemble furniture maker, launched a gallery program at market.
"Essentially, we are endeavoring to ensure our dealers have a commitment to the concept," said President Mel Kemp. "We also want to ensure they have enough space on their floor to merchandise the line to its fullest potential."
Galleries can range from 1,000 to 3,500 square feet.
"A 1,500-square-foot gallery will adequately represent every category we offer — youth bedroom, adult bedroom, home office, entertainment centers, wall units and occasional," Kemp said. "We're looking to achieve a complete lifestyle look."
Canwood wants to help retailers maximize the cash-and-carry opportunities the line offers. "A key ingredient is having back-up stock," Kemp said, estimating that almost 75% of Canwood's sales at retail are cash and carry.
Gallery support services include training for retail salespeople and floor planning.
"We provide a detailed layout that takes into account sight lines and traffic flow," Kemp said. "We tailor the gallery to the dealer's needs."
Before the gallery is built, Canwood creates a virtual CD-based "tour" so the dealer can visualize what the final presentation will look like. The planning service also includes suggested color schemes and partitions.
"We have a number of galleries already set up in Canada," Kemp said. "We know when the dealers embrace the concept and execute it right, it can be very successful."
