Canwood forms alliance with Dakota Trading
Each company will market each other’s lines
Michael J. Knell -- Furniture Today, December 28, 2007
PENTICTION, British Columbia – Solid-pine, ready-to-assemble specialist Canwood Furniture has entered into a strategic marketing alliance with Dakota Trading, a case goods designer and importer based in Corona, Calif.
Under the terms of the agreement, each company will market significant portions of the other’s product line in their principal markets.
“This alliance will also afford notable synergies in all phases of marketing, product development and sources,” said Canwood President Mel Kemp.
As a result, Canwood will be offering conventional case goods to the Canadian market for the first time in its 21-year history. Canwood will present two youth bedroom collections from Dakota in a variety of stained and painted finishes at the upcoming Canadian Home Furnishings Market.
Launched in 2004, Dakota offers youth and master bedroom as well as home office and entertainment furniture in a variety of woods and finishes. The company’s niche, it says, is innovative, high-quality goods at mainstream price points.
“This relationship will enable us to achieve greater momentum in both U.S. and Canadian markets for our growing basket of products and leverage Canwood’s exceptional brand equity in the Canadian market,” said Dakota president Todd Block about the partnership.
Canwood’s niche is lacquered natural, solid-pine RTA collections. Its line includes youth and master bedroom, home office, entertainment and occasional furniture.
“While our commitment to our proprietary niche will continue in both the Canadian and U.S. markets,” Kemp said, “we are excited about the potential to offer our Canadian customers high-quality programs in the conventional case goods categories.
“This alliance has been pursued as a result of numerous requests over the years (from our retailers) for alternate finishes, particularly in the youth bedroom category, where we have exceptional product placement.”
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Canwood, Dakota Trading form strategic alliance
Jan 6, 2008
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