Berkline rolls out entry-level line at High Point Market

International Blend designed to reduce retailers' overhead costs

Larry Thomas -- Furniture Today, October 14, 2009

HIGH POINT — Motion upholstery major Berkline is rolling out a lineup of entry-level recliners and sofas that combines custom-order products made domestically with an in-stock program of imported items.

Called International Blend, the effort initially includes seven of the company's top-selling recliners and two motion groups.

The recliners will retail for $299 and $399, while motion sofas will hit $799 and $899, said Rob Burch, CEO. The products will be on display at the company's High Point Market showroom in Showplace, space 4100.

"It's a combination of value, choice and service," Burch said. "The program will create greater gross margins and return on investment for retailers because their overhead costs will be reduced."

Burch explained that imported models will be stocked in two U.S. warehouses in several cover choices, but numerous additional fabric and leather cover options will be available for the same frames on a custom-order basis from Berkline's factory in Morristown, Tenn.

The domestically-made customized frames will ship in 21 days or less, while the in-stock, imported frames will ship in three to five days, he said.

"Dealers can order stocked or customized recliners and motion groups and deliver them directly to the consumer without having to warehouse large quantities of furniture," said Burch.

He said another seven motion groups will be added to the program early next year.