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Thomas Russell

Sauder's Soft Modern line reaches out to Millennials at High Point Market

Adds pieces in bedroom, home office, home entertainment, occasional

SauderThese etageres, bookcase display units and rolling cocktail tables come in eye-catching colors such as bright orange, yellow and white.
HIGH POINT - Ready-to-assemble specialist Sauder Woodworking is expanding its reach to Millennials at this High Point Market with 90 new pieces in its Soft Modern collection. (See video at bottom of page.)
Soft Modern launched in April with about 35 pieces. Additions this market are in bedroom, home office, home entertainment and occasional. It's one of this market's largest product introductions, and likely is the largest initiative aimed specifically at younger consumers.
The company, which shows in 220 Elm space 218, also is introducing a new logo and new packaging and expanding its reach on social media channels such as Facebook, Pinterest and Twitter.
This transition has been nearly two years in the making and is part of the company's ongoing efforts to grow and innovate while maintaining its affordable price points, officials said.
Sauder, which is celebrating its 80th anniversary next year, has known for some time that it needed to do more to reach young consumers, particularly those ages 25-34, said Kevin Sauder, president and CEO.
"The market is changing," he said. "We were not providing enough modern looks and were not speaking to them where they live on social media."
To help understand the thinking of those consumers, Sauder did its own research and also hired the Bader Rutter agency of Brookfield, Wis.

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