Renaissance adding line of metal residential seating
By Gary Evans -- Furniture Today, March 15, 2010
ROANOKE, Va. —
Renaissance Lighting & Furnishings, which has served the hospitality, healthcare and contract markets since 2003, is venturing into the residential market with the launch of a new division called Distinctive Metal Furniture by Renaissance.
The midpriced to upper-end line, which will include products for inside the home and out, will be sold through the sales group Keys 2 Design with principal John Greene as sales manager.
The line will target niche retailers and designers seeking the flexibility of working with a domestic source.
“Our customer base is that segment of people who have money and want what they want,” said President Troy Cook.
The line includes bar and counter stools, benches, tables, planters, chairs and three Deep Seating collections with a sofa, loveseat, chair and ottoman with plush cushions. The company also is introducing a Deep Seating Sectional, featuring decorative interchangeable side panels with contrasting finishes, that Cook said “is the first of its kind in the industry.”
The company can provide other custom details such as monograms on the metal frames, Cook said.
“In these unique economic times, we have found that our diverse product line of metal furnishings, along with our in-house manufacturing processes, are the keys to our success,” said Cook.
In a product category filled mostly by offshore sources, Cook is banking on the domestic angle to fuel sales and growth.
“There are similar products out there in metal but the advantage is that we have our facility here in Roanoke that allows us to adjust to custom needs and to do things other companies aren't receptive to — they're just looking for tonnage. There are two ways to get to your goal, either quantity or quality — and I prefer the second,” he said.
“Certainly, if you're only going to compete on the dollar platform, you're going to lose to the Chinese,” he added. “It's always been my approach to be flexible and provide a quality product at a fair price.”
Cook expects the new product line to eventually climb to 25% to 30% of the company's overall sales.
During the April 17-22 High Point Market, Renaissance will display its new product at the Abu Rugs and More showroom on I-85 Business (adjacent to Furnitureland South).
“We feel good about filling this void in the market and will be able to offer a great product and price point with the flexibility for customers to make it their own,” said Greene, son of High Point upholstery maker Charlie Greene.
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