Home Line Furniture adds new looks in big product launch
Company emphasizing color, fashion, value, quality
Ray Allegrezza -- Furniture Today, October 17, 2010
Much of Home Line's focus this market is on innovative design, such as this Wedge table. Open, it offers slide-out storage, additional surface space and an articulating top.
AT THE MARKET - Home Line Furniture is here with its most aggressive product launch to date, with 11 bedroom suites, 10 sofa frames, six motion groups, four youth groups, two formal dining sets and a host of accent tables debuting.
But Josh Block, executive vice president, said the story is less about the size of the launch than the new looks the company is showing.
"We believe that in this tough economy, the best way to help retailers get customers into their stores is to provide them with new looks that feature value, quality and a heavy emphasis on color and fashion," he said.
Block pointed to a new dining group with a striking zebra wood top, floating tops, contemporary styling and a suggested retail price of $999 for the table and four chairs.
He also cited a loose-cushioned 105-inch sofa in a rich chocolate fabric, accented by eight contrasting colored pillows. "While we all know that brown is still the dominant color in upholstery, those pillows make a strong fashion statement," he said.
Set to retail for $799, this is the type of product that can lift retailers out of "the rat-race, me-too game," Block said.
Another upholstery collection made at Home Line's factory in Asheboro, N.C., is the Cambridge collection. The sofa, which retails for $599, borrows from Victorian styling and features contoured rolled arms, a shaped back, and a plush chocolate chenille fabric accented by contrasting accent pillows including a blush-colored faux silk round pleated pillow.
The collection also features a loveseat, chair-and-a-half and cocktail ottoman. An accent chair, upholstered in the accent pillow fabric, also is available.
A bright blue sofa and loveseat are accented by crisp white piping. "This set gives retailers lots of look and a suggested retail of $499," Block said.
Another focus for Home Line this week is on products that offer a variety of features.
Its new Salone bedroom suite, for example, has nightstands with electrical outlets and floating, kidney-shaped glass tops. The bed with two nightstands is set to retail at $699.
"Retailers also need unique products to help them tell a story and to separate them from the store down the street," Block said.
One product that fills that need, he said, is a cocktail table called The Wedge. In addition to providing for ample storage with drawers and shelves, it features an articulating top.
Home Line is also targeting the youth market with four groups available in white, black or cherry.
"We are giving the retailers options that will allow them to buy the bed only, the bed with pull-out storage on one side, or the bed with storage on both sides," he said. A full-sized bed with two nightstands and two piers is slated to retail for $699.
"Now, more than ever, retailers need solid values and colorful, innovative products. But they also need prompt shipping and the fact that we warehouse domestically allows us to meet all of their needs," Block said
Home Line shows in a 15,000-square-foot building at 314 S. Main St.
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