Powell expands Bombay line at High Point Market
Ray Allegrezza -- Furniture Today, October 21, 2013
After the successful launch of its Bombay Collection at the April High Point Market, Powell Home Fashions has significantly expanded the line and is dedicating 3,000 square feet of space to the assortment here.
The launch, which includes 35 SKUs of accent furniture, has now grown to over 100 SKUs that now encompasses beds, home office furniture, dining sets, juvenile furniture, mixed media items and rugs.
To help retailers shop the line, Powell is using signage that defines the furniture by category and style.
One of the new looks is Bombay Glamor, with products based on iconic Bombay looks that are reinterpreted with a contemporary point of view.
"We've segmented it as Bombay Rugs, Bombay Kids, Bombay South Seas, Bombay Office, Bombay Glamour and Bombay Metropolitan," said Powell CEO Jim Ziozis.
"Bombay Metropolitan refers to our mixed media assortment and Bombay Glamour represents our effort to take classic Bombay looks and update them with fashionable finishes and hardware."
Ziozis said retail price points for the Bombay Collection begin at $49 for a jewelry box and top out at about $1,300 for a solid wood four-poster bed.
The company has been encouraging retailers to display the goods in one of three "instant brand" boutique-like displays.
"We created three different sized boutiques - 100-square feet, 150 square feet and 20 square feet," Ziozis said.
"But a funny thing has happened," he added. "On their own, many of the retailers that incorporated the goods since our initial launch have done so well that they have boosted the size of those boutiques."
Ziozis also credited the strength of the Bombay Company brand for helping to make the launch successful.
built around a chain of boutique specialty home stores that at its peak achieved over $500 million in sales and had more than 450 stores. Although Bombay discontinued its U.S. retail operation in 2008, the consumer's desire for its products is still strong, officials said.
"Bombay is still one of the best known furniture brands in the industry and it resonates strongly with consumers of all ages so we immediately embraced the brand once it became available," said Ziozis. "It is a perfect match for The Powell Co.'s traditional and core competencies."
He said the Bombay brand remains a relevant one that consumers still search for online.
"In fact, one of the surveys found that on a monthly basis, Bombay Company receives 818,000 search queries, with the top search being for Bombay furniture. This clearly shows a pent-up demand for these products."
He said that studies also show that the Bombay brand still ranks as the sixth most recognized lifestyle brand.
All of Powell's Bombay goods can be seen at the company's National Furniture Mart showroom, spaces 100, 202 and 203.
Powell’s Jeff Wallner, left, and Jim Ziozis at the new Bombay showroom. Special signage segments the 100 SKUs by look and style.
Powell owner Jim Ziozis, holding the scissors, officially opens the new Bombay by Powell showroom on the second floor of the National Furniture Mart, space 202.
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