Starmount sets entire focus on Nautica collections
Thomas Russell -- Furniture Today, February 23, 2011
GREENSBORO, N.C. — Case goods importer Starmount Home Furnishings will no longer market a line of solid bedroom and dining room furniture and will instead entirely focus on its licensed Nautica collection.
The company has included solid wood case goods as part of its line since its inception in 2009. However, the company decided late last year to cease the line since the cost of raw materials and carrying inventory relative to consumer interest and sales didn't justify keeping it active.
"The majority of customers don't know the difference from solid wood and veneer, so they don't see value in it," said Michael Foster, president, noting that the solid wood line represented roughly 15% of Starmount's business.
It also was at least 20% higher in price than Nautica, with four-piece bedrooms retailing from $2,999 to $3,999 and a five-piece dining set retailing from $2,299 to $2,999.
Foster said he is selling down inventory of the five remaining solid wood groups and that he intends to focus on Nautica moving forward.
"I will be able to turn more inventory with Nautica," he said. "It made more sense to invest in that business."
Starmount now has four Nautica collections and plans a fifth for April. That collection, The Keys, is another nauticalinspired whole home collection made with European beech veneers in a light finish. The 30- piece collection, which includes upholstery, also uses mixed media elements such as cork flooring on table tops and back panels of china cabinets and hemp rope on headboards and dining chairs.
Queen beds retail from $999 to $1,499 and a five-piece dining set retails from $1,699 to $2,499.
The change in strategy may not be popular among some dealers who favor solid wood. However, others, such as Coconut Creek, Fla.-based Carl's Furniture, were not displeased.
"In Florida, solid wood is almost more of a detriment than an attribute because of moisture and drawers sticking," said Michael Nicotera, vice president of merchandising. "Here it is about style and function and how it will look in their home."
He also applauded Foster on his plan to focus on the Nautica line.
"This is one of the best (licensed furniture lines) I have seen, if not the best," he said. "Nautica is a brand that is constantly evolving and it gives longevity to the furniture."
The Nautica line can be seen at the company's 17,000- square-foot showroom at 208 East Green Dr., High Point.
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