Virginia Sterling takes larger High Point showroom
Will introduce three bedroom groups in October
Jeff Linville -- Furniture Today, August 28, 2007
HIGH POINT — Solid-wood bedroom company Virginia Sterling is moving into a bigger showroom after a strong debut in March.
A division of Vaughan Furniture, Virginia Sterling: American Home Furnishings Refined is produced at Vaughan’s Galax, Va., facility. At the spring High Point Market, the company showed in 5,000 square feet on the second floor of Market Square.
This fall, new collections will launch in Market Square 204, which has about 60% more exhibition space as well as a conference room and full kitchen. The space, near the courtyard elevators, opened when Shaw Living pulled out of High Point last month.
“It is about location and size,” said Virginia Sterling co-founder Michael Scarsella. “The new space is better located in Market Square making us more accessible to our current and prospective dealer base. In addition, the space is significantly larger, allowing us to fully display our growing product line. We will have seven complete bedroom collections on the floor this fall.”
John and Michael Scarsella, the former Durham Furniture executives who are leading Virginia Sterling, said they will introduce three solid-wood, U.S.-made groups when the High Point Market opens Oct. 1, to go with the four launched in the spring. A step up from Vaughan’s main line, these goods target retail prices from $2,999 to $3,999 for a four-piece bedroom suite.
“The response has been tremendous,” said Michael Scarsella. “We have opened more than 125 dealers across North America with more coming on board each week. We began shipping product in June after increasing our production runs to meet the demand. Despite the tough conditions this summer, our sell-through at retail took off immediately and has been excellent.”
Taylor C. Vaughan, president of Vaughan Furniture, said he was pleased not only with the number of accounts opened, but with the quality of the dealers buying the line.
