Ashley adds wood to Signature Design line
Jeff Linville -- Furniture Today, May 22, 2006
High Point — Building on the success of its Signature Design upholstery line, Ashley Furniture launched an accompanying case goods collection at the April market.
The case goods appeared to do OK at market, said Kerry Lebensberger, president of sales for Ashley's upholstery division.
But the true results won't be known until the product is in stores and reorders are placed, he said.
Signature Design wood product, like the upholstery, emphasizes casual contemporary looks. Ashley introduced some six dining and bedroom groups here, hitting price points similar to its standard line, with four-piece groups starting at $899 retail.
The Signature line is intended for new dealer accounts in areas with dedicated Ashley stores, and offers different product than that in the fast-growing Ashley HomeStores, said Chairman Ron Wanek. Retailers wanted Ashley's service and prices, but couldn't buy the line because of distribution conflicts, he said.
Introduced quietly a couple of years ago, Signature Design has built its clientele each market, said Lebensberger. About 95% of Signature furniture is in stock and ready for shipping, Wanek said.
