Copeland looks to roots in first national ad effort
By Furniture Today Staff -- Furniture Today, October 10, 2005
Bradford, Vt. — Hardwood furniture maker Copeland Furniture is delving into its roots as it launches its first national ad campaign in Metropolitan Home magazine.
The full-page ads, which will run quarterly, aim to expand the audience for Copeland and its dealers nationwide. The ads will feature a different group set against a background of Vermont scenery, emphasizing the origin of the furniture. Key dealers will be listed in the ads.
The marketing campaign is just the next step in the evolution of the company, which began in the mid-'70s as a one-man business. Since then, the family-owned and operated company has grown into a state-of-the-art manufacturing facility on the banks of the Connecticut River here.
"We are experiencing continued growing interest in natural hardwood furniture from Vermont, notwithstanding imports from the Far East," said Tim Copeland, founder and CEO.
"We are particularly pleased to be working with retailers who appreciate the value of products that generate substantial margin dollars and repeat customers," he continued. "This ad series marks the first time that we have given 'natural hardwood furniture from Vermont' such high visibility."
Sales and Marketing Director Abby Copeland said, "Our surroundings here in Vermont inspire us in our designs, quality and work ethic, and our customers can feel good about their purchase, knowing they're supporting one of the few remaining strictly domestic producing furniture companies in New England."
In High Point, Copeland shows in space 527 of the International Home Furnishings Center's Design Center.
