BrandSource adds lines to appeal to younger consumers
Clint Engel -- Furniture Today, August 16, 2013
The Park wall system, along with other items from new BrandSource vendor partner Legends Furniture, brings more youthful and modern looks to the buying group’s lineup. The wall retails at $999.
A colorful Bossa Nova top-of-bed set by new supplier partner Rizzy Home is part of BrandSource buying group’s efforts to help members appeal more to younger consumers and first-time home buyers. As shown, all pieces in the set will retail at $548.
ANAHEIM, Calif. — Furniture, electronics and appliance buying group BrandSource is expanding its home furnishings assortment in a continuing effort to appeal to a broader base of consumers, including younger, first-time home buyers.
The group said it recently added supplier partners Classic Home Furnishings, Legends Furniture and Rizzy Home to expand its youthful looks, including repurposed furniture from around the globe to traditional and eclectic items.
The group said the enhanced offering is designed to drive traffic, increase sales and boost the visual impact of member stores. Members got a first look at the new midpriced to upper-middle collections at the summer Las Vegas Market and will have the opportunity to see more during BrandSource's National Convention and Buying Fair Aug. 25-28 at Caesars Palace in Las Vegas.
In addition to sofas, chairs and tables, new collections include a variety of area rugs, bed linens, decorative pillows and other home accents "designed to bring affordable style into today's busy, modern home," according to a release.
Mike Allen, vice president of BrandSource Home Furnishings, said the new lines are an extension of the group's continuing effort to help dealer members in second- and third-tier markets reach out to new and younger consumers, who tend to consider online sources and retailers such as Ikea, Pottery Barn, Crate & Barrel and Restoration Hardware ahead of their local furniture stores.
The group made a similar move earlier this year, when it launched the private label Majestic Home living room collection by England, which included more urban and casual contemporary looks.
"In many areas of the country, the housing market is on fire and people that were underwater two years ago now have equity back, home prices are going up, and they're feeling more confident," Allen said. "Younger people are buying first-time homes again. This is great for our members."
In addition to store displays, the free BrandSource mobile app will showcase the new lines, allowing shoppers to plan ahead and search any time, filtering by price, manufacturer, color, depth, width and height. Information and photos can be shared with friends and family via email, Twitter or Facebook.
Furniture Today's Ray Allegrezza Speaks with Stephen Bogart about Fine Furniture's New Bogart Line