Vineyard launching upholstery
By Gary Evans -- Furniture Today, March 19, 2007
Baskin, La. — Case goods resource Vineyard Furniture International will enter the upholstery category at the High Point Market.
The introduction will include 16 frames, eight each in the company's Vineyard and Harvest lines.
Vineyard will target retail price points of $899 to $1,299, with an emphasis on traditional to upscale/formal frame and fabric selections with coiled spring construction. Harvest will focus on $599 to $999 in transitional/lifestyle/casual styling and will use sinuous spring components.
Multiple cover options will be available in both lines through special order, with delivery targeted within four to six weeks.
"The underlying goal of our upholstery program is to provide 'North Carolina' style, tailoring and quality at a genuine value-based pricing structure by utilizing the benefits and efficiencies of north Mississippi's economic resources and factory capabilities," said Eric Ashley, vice president of operations.
"Our business model is based entirely on the concept of value," said Doug Franklin, vice president of sales. "The overall upholstery program, though the simultaneous implementation of both lines, will aggressively focus on giving our retailers a creative variety of styles that we feel exemplify what value-added is really all about."
Founder and CEO Ron Ashley said the upholstery "is an obvious natural extension to our case goods. The Harvest upholstery and case goods products are a perfect fit for dealers seeking to fill a value-added niche for today's Gen X and progressive baby boomer consumers."
He said the Vineyard upholstery and case goods "will provide what we feel is a very strong level of ammunition for both the development of our in-store galleries, which will remain a key element in both our short- and long-term distribution goals on our more discriminating items."
The company said it also plans to expand the upper echelon of the Vineyard line through the development of lavishly detailed frames. The company also has plans for a quick-ship warehouse program on select items, once the popular frame styles are determined.
The company ships products from a facility in northeast Louisiana on company trucks currently serving 40 states, with an emphasis on consistent delivery across multiple categories.
