Hall leading Aspen push into full case goods line
By Powell Slaughter -- Furniture Today, April 10, 2005
Phoenix — Home furnishings designer and merchandising expert Jena Hall has joined Furniture Values International's Aspen Furniture division to head its expansion into case goods.
At this week's High Point market, Aspen is introducing bedroom collections designed by Hall — urban contemporary Skyline in chocolate or natural cherry finish, and wine country-lifestyle Napa in brown cherry — and around 11 occasional and home accent groups, also her designs.
The goods are on display in Aspen's showroom on the 13th floor of the International Home Furnishings Center's Main wing.
Aspen primarily has been a source for home office and home entertainment furniture. Hall, whose job title has not been determined, will direct design and merchandising of the company's move into a full line of case goods.
"Jena is one of the prime catalysts behind our overall Aspen growth plans," said Bill Colegrove, general manager of Furniture Values International. "Her style and work ethic fits our team. We are very fortunate to have her."
Hall first designed furniture for German and Italian high-end case good companies, for sale in Europe, before debuting in High Point in the early 1980s. With a background in architecture and interior design, she began creating full lifestyle collections under her licensed name in 1984, and went on to establish 22 licensed home product lines in categories ranging from furniture and lighting to luggage and stationery.
Among her furniture designs are European country styles for Casa Bique and Broyhill, and A Woman's Touch on Leather for American Leather. Most recently, Hall created the casual contemporary Roomscapes collection and Bed Toppings, a top-of-bed collection, for Wynwood Furniture.
Hall said that as a West Coast home entertainment and home office specialist, Aspen previously had been off her radar screen.
"I was really only mildly interested at first, but when I looked into their operations and the back end of their business and checked them out with several retailers, I was very impressed with feedback about their attention to details, customer service, product delivery, and functional innovation," Hall said. "Aspen provides me, as a designer and merchandiser, a great opportunity to help build new product categories."
Meetings with key management and investigation of Aspen's long-range strategy convinced Hall that their energy and passion was a good match for her own.
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Designer Jena Hall joins Aspen
Apr 6, 2005
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