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Meadowcraft, windham castings forge new partnership

Provence from Windham by MeadowcraftProvence from Windham by Meadowcraft
WADLEY, Ala. - Meadowcraft, a domestic manufacturer of wrought iron furniture based here, and cast aluminum provider Windham Castings based in Plains, Ga., have entered into a partnership that "spotlights the synergies between both companies strengthening their positions in the casual outdoor furniture industry," according to a release.
     Meadowcraft is selling all Windham products under the moniker Windham by Meadowcraft. The deal was struck by Gene Crouch, general manager of Meadowcraft and Debbie Young, Windham's owner and founder.
     "We were buying table tops from them," Crouch said. "And the timing was right. We are two small companies and now we can play off our synergies. We will sell Windham's cast aluminum products and handle the sales and marketing side. Debbie will handle the manufacturing side."
     Crouch said he is optimistic about the potential the partnership brings. "This is our entry into the coastal market. In addition to coastal areas we will now have high-end commercial. It opens up opportunities for both companies, but above all we are still making product in America."
     As for the sales team, Crouch and Young are combining their resources. "We looked at both organizations and we're blending them together where it makes sense," Crouch said.
     Young said she is pleased with the arrangement as well. "We've been through a difficult time with the economy crashing for one thing, and our question was how do we reemerge? Sales and marketing are a huge cost for us," she said. "This allows us to focus more on the manufacturing side because we want to grow our OEM business."
     The partnership also provides Windham with a quick ship program that the company has not had prior. "We can deliver now in 15 working days and Meadowcraft brings that to the table for us," Young said.
     Linda Hogeland, national sales manager for Meadowcraft, said the Windham by Meadowcraft sales team, which includes industry veterans, will have a strong presence in the market.
     The two companies showed together for the first time at the January Atlanta International Gift & Home Furnishings Market in the Gardens on the 10th floor in Building 2 West Wing, space A-04, the same showroom Windham had for several years. They showed a good, better, best presentation for both lines. A larger space is being looked into for future markets in Atlanta, the release states.

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