New case goods players win favor at market
By Thomas Russell -- Furniture Today, November 2, 2009
HIGH POINT — Players continued to emerge or expand into in the case goods arena at the October High Point Market with a variety of styles and price points.
One startup is Thomas & Gray, a case goods importer led by former Pennsylvania House, Thomasville, Henredon and Lineage executive Tom Tilley. Another is Starmount Home Furnishings, a case goods manufacturer and importer led by former Lexington, Pennsylvania House, and Broyhill executive Michael Foster.
Existing companies that have gotten into bedroom for the first time this year include Safavieh and Martin Furniture.
Starmount reintroduced the Nautica name into the marketplace after the former license agreement at Lexington Home Brands expired last year. It showed two new contemporary leaning collections designed in conjunction with the Nautica team and produced at a dedicated factory in China.
The company also offered several solid-wood bedrooms not tied to Nautica.
Thomas & Gray launched two collections, including Bella, an Italian-inspired traditional bedroom, dining room and accent furniture line, and Ovation, a bedroom-only collection with Neoclassic contemporary influences.
Tilley said he believes the line fills a need in the marketplace for high-quality product that distinguishes itself in finish and construction.
He said he was pleased with the reception to his new company, adding that dealers mostly made commitments that salespeople will follow through on in the next 30 days.
Safavieh, whose line includes accent furniture and dining, began developing a bedroom line late last year. Jonathan Yaraghi, Safavieh's president of retail and head of wholesale furniture operations, said the company tested the items in its four stores in New York and New Jersey.
At market, it launched a $1,300-retail queen leather-tufted bed in 11 colors and a companion $299 flip-top nightstand.
Martin had been a home office and home entertainment specialist before it got into bedroom earlier this year through its acquisition of Highland Design, a business it has renamed Curt Christian Design by Martin. Within that line, it offers four contemporary bedrooms priced to retail at $999 for four-piece groups and eight other bedrooms retailing from $1,499 to $2,499.
Karl Eulberg, vice president of sales and marketing, said the company has shown it can offer style-driven, quality product in the bedroom category and also can compete on price.
“We feel like the bedroom portion of the business can exceed the total business in home office and home theater,” he said. “It can easily be half of our business. That is our expectation.”
Tom Tilley offers new case goods line
08/10/2009Tilley to introduce case goods line
08/17/2009Pennsylvania House: A good deed done quickly
02/14/2004Contrast in case goods
10/12/2009
