Global renamed Heirloom Traditions
By Thomas Russell -- Furniture Today, February 28, 2004
Hickory, N.C. — In a bid to build a stronger presence in the industry, solid-wood importer Global Furniture now is marketing itself as Heirloom Traditions.
"The name Global Furniture, at the end of the day, really didn't mean anything," said President and CEO Jack DeBonis. "It wasn't specific to the product or our direction."
DeBonis, a former Kincaid marketing executive, and business partner James W. Jones, a former president of AIG Design, acquired a majority interest in Global in March 2002. The company received a trademark for Heirloom Traditions later that year, and started a slow transformation to the new name.
"We had been known as Global for so long that we felt we had to transition into this," DeBonis said. "We wanted to come up with a trademark that would tell retailers what we are all about."
The change slowed in late 2003 and 2004 during the antidumping debate over Chinese-made bedroom furniture. Now that antidumping duties have been imposed, DeBonis said the company is phasing out the Global name. Its products, company letterhead, business cards and advertising will bear the Heirloom Traditions name. The new Web site is www.heirloomtraditions.com.
The product mix will continue to focus on bedrooms and dining rooms. Heirloom's 11 collections include styles ranging from 18th century traditional and French country to American traditional.
Pieces typically have hand-carved accents and are made from mahogany, elm, oak and pine. Standard features include English dovetailing on drawers, and corner blocks, drawer stops and wood drawer guides. Retails range from $999 to $1,999 for a four-piece bedroom.
"Solid wood resonates with the entry-level buyer and that's why we try to stay in those price points," DeBonis said.
In April, Heirloom will venture into contemporary with a yet-to-be-named group including some bedroom and entertainment pieces with mixed-media elements, walnut solids and finishes, and brushed nickel accents. If the group is successful, the company likely will add a companion dining room.
"We think there is a big void in contemporary right now in the solid-wood category," DeBonis said.
