Sligh reenters BR category with new Laredo grouping
By Heath E. Combs -- Furniture Today, April 12, 2010
HOLLAND, Mich. —
Sligh's reentry into the bedroom category represents a return to its roots.
The home office and entertainment importer said it will begin offering bedroom furniture in response to consumer requests. Sligh was founded as a bedroom furniture company in 1880 by Charles R. Sligh, great-grandfather of current CEO Rob Sligh.
The company made bedroom furniture until 1957, when it sold its Grand Rapids Chair Co. division to Baker, and with it went the last bedroom groups that Sligh was marketing.
But consumers kept asking for bedroom, company officials said, and Sligh is responding.
“We're in the living room, family room, home office and near the kitchen with furniture solutions, and we're following the television into the bedroom this April market,” Rob Sligh said.
The products are being made in Vietnam.
The bedroom introduction is based on Laredo, one of the company's most successful home office and home entertainment designs. It features distressing and a vintage look in a soft, warm brown finish and aged patina.
“The design, the price and the quality, coupled with consumers' desires, gave us the confidence to put the Laredo bedroom into production before Market,” Sligh said.
Among the pieces are a 54-inch-tall chest and a double dresser with media storage at 46 inches. Both come with aromatic cedar-faced drawer bottoms and removable felt trays in the top drawers.
Sligh also is introducing a classic three-drawer bachelor's chest and a single-drawer nightstand.
The bedroom also will have a lift-top TV cabinet with inlaid marquetry on both sides, and faux drawer drop-down doors concealing the electronics storage area. The cabinet comes with Sligh's SmartEye infrared technology with the lift mechanism activated with the consumer's remote control.
Retail prices will range from $2,400 to $2,700 for a complete bed. The company expects the Laredo bedroom will be available at retail by fall.
Also new from Sligh this market will be a Color Options, a program featuring nine new finishes that can be applied to all of the company's products.
In addition, there are five new specialty treatments available to designers and high-end stores for more customization — including two-tone, gold or sliver leaf accents, painted leather for desks or deeper toning of an original finish, among others.
The finish option can about double the cost of a piece, but is competitive with other companies offering such choices, Sligh said. Upon receiving a color options order, Sligh removes the hardware and finishes over the existing finish in High Point.
“Not only is our price competitive with other companies offering premium finish options, we also have superior function in our home entertainment and home office products,” he said.
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