Bernard Christianson doubles Atrium space
By Thomas Russell -- Furniture Today, October 17, 2009
HIGH POINT — High-end occasional and accent furniture specialist Bernard Christianson is more than doubling its space at the Atrium at 430 S. Main St. for this week's High Point Market.
The company will occupy 12,500 square feet on the first floor of the building, up from 6,200 square feet previously. When the company first opened there in April 2007, it had about 3,500 square feet.
The Atrium space was formerly occupied by Highland Design, which is now called Curt Christian Design by Martin and shares a showroom with Martin Home Furnishings in space 512 of Furniture Plaza.
The Bernard Christianson showroom expansion will accommodate a growing line, which now totals some 250 SKUs of accent, occasional and dining furniture. This market, the company will introduce some 50 additional pieces, most of which are produced in the Philippines.
With the added space, the company will be able to display 100% of its line, including the new pieces.
“We have definitely taken an aggressive posture this market,” said President Chris Pfaff. “The market has been a challenge for everybody but we cannot sit and wait for things to improve.”
Pfaff said that during a typical market, the company launches 20-25 pieces. In April, it introduced just 12.
“We see a weakness in the market for the kinds of products we design and produce,” he said, noting that the line covers 18th century to Art Deco and contemporary designs. “We are covering the waterfront.”
New items this market will include a French country-inspired dining set that has two table designs, two chair designs and a buffet. Also new is an 18th century-inspired dining set that has one table, two chairs, a sideboard and a large display china unit.
Other new items include cocktail and end tables and a variety of chests and other accent items. The line incorporates some 45 veneers into various marquetry patterns. It also uses mixed media elements such as brass, iron, glass and rattan.
Final pricing was not available on the new pieces. The existing Bernard Christianson line ranges from $399 occasional tables to chests that retail at just under $4,000.
The company sources a small amount out of China, but roughly 90% of its product comes from the Philippines and is available to ship in containers that mix product from various factories. The company also stocks 95% of its product mix at a warehouse in Newton, N.C., making individual items available for quick ship for retail accounts and the design trade, the latter of which Pfaff described as a growing part of the business.
“Most of our sales are one item at a time,” he said, noting that the company manages its inventory tightly to keep a good flow of product while also controlling costs. “We also do some custom projects for interior designers. We realize we have to be as flexible as we can for our customers.”
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