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Holtzman helping new manufacturer, American Heartland

BOWLING GREEN, Ky. — Industry veteran Herb Holtzman, a former owner of Eagle Inds., is consulting with a three-month-old domestic entertainment and occasional furniture manufacturer named American Heartland.

American Heartland is offering several looks based on the Eagle Inds. catalog, according to Holtzman. Also involved in the venture is Amado Rivas, a former president of Eagle.

The company showed in temporary space at the Tupelo Furniture Market last week.

"We wanted to show people we're alive. We're back in furniture and we're back in the game again," Holtzman said, adding that he missed the furniture business.

He said he was involved in several business ventures during his seven-year industry haitus, including an American style breakfast café in Mexico.

The new company is focusing on 100% American-made goods, with no imported parts, in solids and veneers. It is manufacturing in Bowling Green in about 15,000 square feet.

American Heartland ships in three weeks, and has a $1,500 order minimum or distributor pricing for orders at $2,500, officials said. It offers kitchen islands, bookcases, occasional tables and entertainment units including corner consoles.

The strength of the company's line will be priced from $199 to $599 retail, he said. Holtzman said the company plans to offer a consistent quality story.

It will use no particleboard, just solids and veneers. Finishes include Carribean Rum, Concord Cherry, Black and Medium and rub-through techniques.

The company plans to show in October at the High Point Plaza Hotel and Conference Center, the former Radisson Hotel.


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