New importer Austin Gray to launch line at premarket
Thomas Russell -- Furniture Today, March 3, 2005
HIGH POINT -- Industry veteran Ron Crouch looked no further than his family to decide what to call his new case goods importing company, Austin Gray.
Named after his 15-year-old son, Austin, and his 10-year-old daughter, Gray, the High Point-based company was formed in November. It will launch a product line at premarket here in two weeks, consisting of a dozen bedroom collections and several dining, home office and occasional groups.Crouch worked in sales and marketing at Universal Furniture from 1993 to 2000, helping launch the Alexander Julian line and serving as vice president of sales for case goods for the southern United States.
Before that, he worked in management at American Drew, Broyhill and a start up called Christopher James.
Austin Gray sources in Vietnam, Malaysia and China. Its products are made of cherry, maple, birch and pine solids, and ash, zebrawood and olive ash burl veneers. Finishes mirror popular industry trends with dark chocolate, espresso tones and black and cream finishes with rub-through elements.The collection will debut in the former Holland House showroom at 100 S. Main St., across from Noble's restaurant. Austin Gray's bedrooms, some of which are exclusive designs by Harold Zimmerman, will include 12 five-piece sets priced from $999 to $2,999 retail. Queen sized beds will average from $799 to $999 retail.
The debut introduction also will include three dining room groups, nine wall units, three to four occasional groups and three to four home offices.Designs range from traditional to transitional/contemporary with elements such as low headboards and footboards, ebony inlays and Ultrasuede panels. There are some carved elements, but the products tend to have clean lines and gentle curves."I wanted to bring fashion and style to the moderate price point by utilizing more simple styles and moderate sizes and less carving," Crouch said. "I wanted to focus on a look that includes fancy face veneers and excellent finishes."Crouch said he has personnel on the ground in Asia to oversee quality control and logistics, making sure the product is made and shipped on time. He plans to develop U.S. warehousing, but details haven't been finalized. "Warehousing is definitely in the picture," he said. "I realize that is an important part of the service and continuity of flow of merchandise to the retailer."Crouch has shown images of sample products to several key retailers, including Jim Sperrazza, merchandise manager at Houston-based Finger Furniture."From what I have seen of the sketches and finish samples, I think he has some great values," Sperrazza said. "If he can hit the price points he is talking about, they would be extremely good values."Crouch said he has invested in the venture and also has a financial partner, whom he declined to name. Thanks to low overhead and what he considers to be sound sourcing network, he is confident with the risk.
"It really is a once-in-a-lifetime opportunity," he said. "Today there is more opportunity to do this than there was four years ago. I think timing is everything."
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New importer Austin Gray to launch line at premarket
Mar 13, 2005
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