Masterfield expanding product line, rep force
By Gary Evans -- Furniture Today, June 20, 2005
Taylorsville, N.C. — Upper-end upholstery maker Masterfield here is expanding its sales territory and upgrading its product line as part of a strategy for growth.
The company, which has served mostly smaller, independent dealers in states in the northern half of the East Coast, is expanding southward into Georgia, Florida and Alabama and westward into Illinois, Kansas and Wisconsin.
"We've done a pretty good job up the East Coast line and we felt like we had such a great product — still an all-hardwood frame, no plywood, and a true eight-way hand-tied product. We're trying to reach the more high-end stores," said Jim Smith, sales manager.
The company makes sofas in the $999 to $1,499 retail price points and recently moved into the $1,549 to $2,499 range with products that include "all the bells and whistles," said Smith.
This year, the company introduced Masterfield by Robert Allen, a collection of 300 designer fabrics correlated with fringes, cords and tassels, a new area for the company.
"We feel we are a great value to the medium, upper-end stores," said Smith, a 37-year industry veteran.
"There are still enough mom-and-pop stores and larger stores that have a need that they have not been able to maintain over the last few years by the import trade," he said. He added that Masterfield has "not lowered our standards or cheapened our products to be competitive."
Masterfield has expanded its factory to 100,000 square feet and has room to grow further. Smith expects the company's annual sales to grow by 30% to 35% this year. The privately owned company doesn't disclose volume.
The company was founded in 1974 by Jacob Hefner, who retired and sold it to his two sons, Jeffrey, now president, and Johnny, vice president.
Besides upgrading fabrics, Masterfield has upgraded cushions, with options available in everything from 1.8-density foam to down-blend spring fiber. The company also has added down-blend seat and back cushions to its lineup.
"People really see what the value is there," Smith said.
Styles are mostly traditional, including an Early American line. Masterfield has added transitional and would consider contemporary if customers wanted it. "As Masterfield grows, we're looking to add new product and designs to the line," he said.
The company doesn't show in High Point, but maintains a showroom in its factory.
"It's more like a personal family relationship that we have tried to build with our customers," Smith said. "You get down to earth with these people and you're able to share their needs and desires for their stores.
"I think it's very important that the manufacturer listen to what the retailer has to say."
