Broyhill offering two looks for price of one
By Gary Evans -- Furniture Today, January 27, 2008
Las Vegas — A new Broyhill Furniture program is designed to give consumers two sofa looks for the price of one.
The program, to be introduced in the company's World Market Center showroom, A-1053, is called Alter Egos and features fully upholstered sofa frames and other pieces that are designed to be marketed with an additional slipcover.
Alter Egos targets the retail price points of $999 to $1,499 and will be aggressively merchandised as a package deal, said Deitra Smith, upholstery merchandise manager.
The product is making its first appearance here and will be expanded for High Point.
"The idea is to offer consumers a way to adapt their décor without having to completely redecorate a room — and do it affordably," said Smith.
"Upholstery is so closely connected with fashion, sometimes you just need a change, and this is an inexpensive way to do it."
Sofas and corresponding loveseats, chairs, ottomans, sleepers and accent pieces will be available in a choice of fabrics in casual, contemporary, cottage and traditional.
Smith said the slipcovers are fitted to each frame from front to back, ensuring a precise fit and a polished look so each piece can be floated in a room.
The slipcovers are in casual washables, providing two distinct looks, she said. Once draped in a slipcover, a modern exposed-leg Alter Egos sofa is transformed into a skirted, casual silhouette.
Although the upholstered sofa/slipcover package offers "significant" savings compared with buying the items separately, consumers can purchase just the sofa. They also can opt to purchase additional slipcovers.
Broyhill plans to encourage retailers to merchandise the frames in a split-view configuration, showing the upholstered sofa on the right and the slipcover on the left, to demonstrate the program's versatility.
Other Broyhill upholstery introductions being made here at market include the Modern Mix program of transitional seating in bright colors, aimed at Gen Y and Gen Xers.
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