New name, new case goods line
Introducing Mitchell Gold + Bob Williams
By Susan M. Andrews -- Furniture Today, April 24, 2005
High Point — Upholstery maker Mitchell Gold Co., celebrating its 16th birthday at market, unveiled its first case goods collection and said it had changed its name to Mitchell Gold + Bob Williams, the names of its co-founders and principals.
The company is warehousing the 90-SKU, globally sourced wood line in a 185,000-square-foot building it recently purchased near its headquarters in Taylorsville, N.C., and will ship it next month.
"We did not want our customers to see samples in our showroom that would not be delivered for six to nine months," said Mitchell Gold, chairman. "Just like our upholstery, we made the investment in the collection up front ... and want our customers and consumers to have immediate gratification rather than waiting for months."
The collection is modeled after Gold's and Williams' personal furniture, which includes tramp art, vintage modern and 18th century antiques. Cherry wood, antiqued mirrored glass, hand-cut rattan and seagrass are among the materials.
Retail prices range from $495 for a tramp art stool to $6,500 for an elaborate four-poster bed and a grandly scaled cherry entertainment armoire.
"With the case goods, the key element we're concerned with is the finishes," said Gold. "We plan to emphasize our finishing process and the rich, deep finishes on each piece. Each piece of furniture went through a unique finishing process so that they look and feel like antiques."
"We believe that our customers are collectors," said Williams, vice president of design. "They don't just buy a matching suite of furniture all at once. We think that they like to collect over time, mixing different periods, styles, finishes and materials together in one room. We will show them how to do just that with this collection because it was designed with that mix in mind."
Among the company's dealers are Pottery Barn, Crate & Barrel, Restoration Hardware, American Carpet & Home and Williams Sonoma Home. Retailers have opened Mitchell Gold + Bob Williams retail showrooms in Los Angeles, Boston, Miami, Seattle and Portland, Ore.
Speaking of the name change, Gold noted that he and Williams have been equal partners in all aspects of the business. Gold's name was used initially because he was well-known in the industry from his years and Bloomingdale's and Lane. Williams had been promotions art director at Seventeen magazine.
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Mitchell Gold + Bob Williams takes stage
Apr 14, 2005 -
New case goods, new name
May 1, 2005
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