CR-Home launches diverse gallery program
Uses any of company’s brands in wide range of formats
Thomas Russell -- Furniture Today, April 8, 2008
HIGH POINT — Case goods and upholstery resource CR-Home is launching a gallery program at this week’s High Point Market, aimed at providing a full menu of product offerings to retailers and consumers.
Collections by CR-Home covers product in the Chromcraft, Peters-Revington, Silver, Cochrane and Sumter furniture lines. Gallery programs covering any one or more these brands are available in a host of formats ranging from 2,000 to 14,000 square feet.
Ten gallery footprints include two home entertainment formats, three in casual dining, two in occasional and upholstery, one in pure occasional and two whole home formats with bedroom, living room and dining room furniture.
Formats also focus on various custom elements the company offers such as finish and fabric options, an approach is marketed as Choices Made Easy — a slogan that supports the company’s market research showing consumers want the power to choose in their home furnishings purchases.
Collections by CR-Home also lets the dealer choose promotional product and lifestyle photos representing various ethnic and demographic segments reflective of their service area.
“Designers will work with dealers to make it flexible to fit their store,” said Brenda Dillon, vice president of merchandising and product management. She said a goal is to help maximize sales per square foot.
Officials say the gallery concept is a natural extension of the company’s work over the past 18 months to market all its brands under one umbrella, as a supplier of furniture for the entire home.
The company began to execute the gallery plan after taking steps to consolidate the separate sales forces under the CR-Home umbrella and to show all the brands in one showroom.
“You have to be in alignment to get to this phase,” said CEO Ben Anderson-Ray. “We had to get all that done before we could consider this.”
By year end, the company hopes to install 25 galleries around the country.
“We think that’s an aggressive but doable plan,” said company President Dennis Valkanoff.
The new gallery format is on display in the company’s showroom in space 2400 of the Showplace building.
CR-Home also has launched a quarterly newsletter for dealers to report on the company’s progress and other news and messages from key executives.
“We wanted to start a vehicle to allow us to communicate one, the broader strategy of the company’s activities, and two, the broader story of product and programs,” said Anderson-Ray.
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CR-Home launches gallery program
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