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Chromcraft Revington to launch youth furniture line

CR Kids and Beyond will debut in Las Vegas

Gerri Hunt -- Furniture Today, January 22, 2010

WEST LAFAYETTE, Ind. — Furniture source Chromcraft Revington is launching a youth brand, CR Kids and Beyond, to target the fast-growing 'tween market and kids up to age 18 and even older.

The new line of bedroom furnishings will debut at the Las Vegas Market, Feb. 1-5, with collections covering a breadth of styles ranging from cottage to contemporary, country French, rustic and transitional.

The collections - including a program called EZ Bunks - will be featured in Chromcraft Revington's Las Vegas showroom on the 13th floor of Building B. Additional youth collections and other product categories will be rolled out at the High Point Market in April. Suggested retail prices are $399 to $599 for dressers and $199 to $999 for headboards, beds and bunks.

The new kids brand is from the company's CR International subsidiary.

"With our new CR Kids and Beyond, we very deliberately incorporated the term ‘Beyond' to demonstrate that we're committed to designs that are expected to grow with a young person through college and into their first apartment," said Bill Benton, president of CR International. "The 'tween market is generally focused on kids from 8 to 12. Beyond age 12 is a market that we are also addressing with these products. By high school, most kids have their own cell phones, iPods and laptops, and these kids have very strong ideas about their personal style, whether it's what they wear or how their rooms are furnished."

Sean Slack, vice president of merchandising at CR International, said young people tend to be the style setters of their homes.

"However, what parents still demand is a focus on value," said Slack. "What we anticipate accomplishing with CR Kids and Beyond is meeting the expectations of our 'tween consumers when it comes to style and design, while going beyond what parents expect in terms of value, quality materials and the type of functionality that meet family's needs throughout the school years and beyond."

CR Kids and Beyond is designed to appeal to the broadest base of consumers, officials said.

"We've done our homework and created products that people are likely to buy," said Tom Liddell, senior vice president, sales and marketing, at CR International. "Product scale was another important consideration in the design process. Our youth furnishings are appropriate for the downsized home, apartments, cottages, cabins and small guest rooms."

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Chromcraft Revington launching youth line

Jan 25, 2010

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