Furniture Values Intl. launching aspenhome
By Jeff Linville -- Furniture Today, April 10, 2006
High Point — Furniture Values International, distributor of Aspen Furniture, is renovating its High Point showroom and preparing to launch a new brand name, aspenhome.
Aspen, once known as a Southwest supplier of U.S.-made home office and home entertainment furniture, is now a national whole-home resource, blending U.S. product with imports.
"We are very excited about the continuing evolution of our company and our products," said Bill Colegrove, general manager of FVI. "The new brand will be ... for all imported furniture distributed by FVI."
For now, domestic goods will continue to be sold and marketed as Aspen Furniture. By spring 2007, all products will be under the aspenhome brand.
"This is a two-step process which will provide both divisions time to evolve all the necessary support materials," said Dave Heard, executive vice president of sales. "We have enjoyed great growth over the last few years, and our product lines have now evolved into multiple product categories. So it was time for a new look and a new way to tell our ever-expanding story."
"Our vision is a simple one," said Colegrove. "Aspenhome creates thoughtfully designed furniture for the purpose of improving the way people work, play and relax in their homes."
Aspen Furniture owners Rick and Bob MacMillan sold the company in 1998. When it began to struggle and rumors of a closing surfaced, they bought it back in October 2001. Since then, they have invested heavily in importing and expanding offerings.
The company first moved into bedroom suites, and later into leather home theater seating, sofas, loveseats, recliners, ottomans, occasional chairs and home office executive chairs. In April 2005, Aspen launched an occasional line. Later this year, aspenhome will offer dining.
All product is available from its Phoenix warehouse, as well as by mixed and direct containers from FVI's China warehouse.
Jena Hall, vice president of marketing and design director of case goods, said the company's repositioning is continuing, with a new catalog, advertising campaign and point-of-purchase displays set for the April market. The renovated showroom on the 13th floor of the International Home Furnishings Center's Main wing will sport a new lobby and enhanced product presentations, she said.
