Corsicana marches to own drummer
By David Perry -- Furniture Today, April 10, 2005
Corsicana, Texas — Corsicana Bedding, which takes its name from this town 50 miles south of Dallas, doesn't get much attention in the trade press. But the promotional powerhouse doesn't mind that one bit.
"We enjoy the business," said Carroll Moran, one of the company's principals, "but we're not a very high-profile company. We make products everyone needs, but we don't need to be in the limelight."
Thus it was not surprising that Moran politely declined a request by Furniture/Today to take his picture at the Tupelo Furniture Market, where Corsicana exhibits, in February.
Corsicana enjoyed a strong Tupelo show. Its space was teeming with buyers who love the values they get from Corsicana. Traffic was strong in the space two days before the official opening in Tupelo.
Corsicana's line retails from $159 in queen up to $799 for visco-cushioned beds made in China. Corsicana has strong offerings in the $399 to $599 price range, said Tim Tyler, sales manager. Those beds offer the values of bedding retailing at $1,000 in other producers' lines, he said.
At a time when most bedding producers are aggressively exploring the world of $1,000-plus bedding, Corsicana marches to a different drummer.
"It is tempting to do a $1,000 bed," Tyler admitted. "We know how to make a bunch of beds and we know how to make 'em fast. It takes a long time to make a $1,000 mattress."
Corsicana utilizes "very efficient production runs," Tyler said. "We are pretty much a one-price house."
The company produces bedding at facilities in Corsicana, Shelbyville, Tenn., Ontario, Calif., Chicago, and in North Carolina in Greensboro and High Point. The Greensboro plant is getting a 40,000-square-foot expansion.
"We're going up to the Northeast real strong," Tyler said, explaining the push in North Carolina, which included Corsicana taking over a former Leggett & Platt facility in High Point.
In late spring, Corsicana will open a plant in Phoenix.
Despite its growing business, Corsicana says it is sticking to its roots.
"We tend to get along with the 'S' brands," Tyler said. "We have our prices and they have their prices."
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