Shermag swings back into business
By Heath E. Combs -- Furniture Today, November 16, 2009
HIGH POINT — Shermag offered several bedroom and dining sets available for direct container or in-stock shipping at the High Point Market as the company got back in the swing of business following its acquisition.
Shermag will keep some of its traditional looks but also will introduce more contemporary and modern designs, said Daniel Walker, president of BDM+, the company's new parent. BDM+ is the furniture division of Groupe Bermex and also includes the Bermex, Bertanie, Dinec and Mi-Di brands.
Jaymar, the upholstery division of Shermag, also showed new product at market.
Walker said Shermag will continue to be an importer and will focus on offering what he called the best of both worlds: import pricing, solid-wood components and high-quality Canadian finishes. He said the company will import bedroom and dining components of solid woods like maple, oak and birch, and will assemble and paint those pieces in Canada.
Walker said BDM+ wants Shermag to have a greater focus on what it was once known as — a company of choice with product at many price points.
At Jaymar, Louis Bégin, a 14-year company veteran and its vice president of sales and marketing, said the producer will continue to make upholstery with European designs and North American comfort.
Jaymar represents the first upholstery offerings by BDM+. In High Point, the company offered nine new groups, including pieces with D-Box Simulator technology, which simulates movie action in the seats.
Jaymar will renew its focus on production at its Terrebonne, Quebec, plant, which employs 150 workers. The company offers a selection of 100 leathers and 300 fabrics on 50 frames, Begin said.
Prices for a leather sofa start at $1,899. Product will still be shipped four weeks after a customer places an order, Begin said.
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