Weiman broadens its appeal
Eyes wider range of consumers
Gary Evans -- Furniture Today, May 19, 2011
This iconic contemporary sofa from Weiman is by designer Vladimir Kagan.
TRUMBULL, Conn. — After five years of ownership, the principals of contemporary upholstery specialist Weiman are taking the company in a new direction they expect will broaden its retail base and appeal to a wider range of consumers.
Carl Philips, president of Weiman and sister company Interlude Home, said that when the company was purchased from Bassett in 2006, its line "was geared to a narrowly defined audience" that preferred contemporary styling that was more cutting-edge than mainstream.
"When we took it over, we were a little concerned about making radical changes right away," he said. "So we continued with the Weiman tradition until the economy proved very, very challenging a couple of years later. We had to sit back and assess what Weiman was, evaluate the company, and evaluate what its real assets were."
At that point, he said, "It was clear we had to do something different."
The difference was noticeable at the October market in High Point and even more so at the April market as the Christianburg, Va.-based factory showed a collection of pieces that were still true to the old Weiman's flowing lines and curves, but had cleaner looks and more neutral fabrics.
Philips' wife, Wendy, said the new look "has really resonated with stores, including full-line stores like ABC Home. The response has been fabulous."
While once the epitome of zany fabrics and colors mated with amoeba-like frames, Weiman needed to streamline and become "more of the moment," the Philipses said. The old look was a "fabric statement trying to wow people and really grab them, and it didn't do that," said Carl Philips. "It was too strong. They used multiple fabrics on a frame and used really bright colors. I think the market has moved away from that and to more sophisticated neutral palettes."
One of the company's important and underutilized assets, he added, is a valuable archive of designs, many by Vladimir Kagan, whose iconic designs are known the world over. Wendy Philips said Kagan is updating some of his earlier Weiman designs and the company also is working with other designers.
A key to the company's success, according to Carl Philips, is the talent of the craftspeople at its vertically integrated 78,000-squarefoot factory, many of whom have been with the company for 30 years.
"What was really important to our re-launch are our frames," he said, adding, "We have always been known for our curves, and a lot of our frames are difficult to execute. Without an experienced workforce we would not be able to do it."
To those frames, the company has added "neutrals with a lot of texture and movement to them," said Wendy Philips. "What we realized is that people really respond to what they can see in their own environment. Those types of fabrics have been just phenomenal for us."
While designs have changed, price points have remained the same - sofas range from $2,000 to $3,000 and three-piece sectionals, $4,500 to $8,000.
"We have not gone up in price points and we haven't gone down," Philips said. "We can't go down - and we don't have to if we have the right looks."
The product may thrive on style, but Philips said the company puts a high emphasis on comfort and has worked to make its older products more comfortable.
A key to Weiman’s success has always been in executing curves, seen here in the Geo by designer Yoshiharu Hatano.
Philips said a trend in upholstery in the past three or four years was toward imports, especially leather, that could be sold here cheaper than domestically made fabric sofas. Because of higher labor costs in Asia, the rising cost of materials, and the difficulties with transoceanic shipping, "I believe that pendulum is now swinging back," he said.
Weiman has been able to broaden its customer base to attract more full-line stores and designers while maintaining its core business of contemporary specialists, and also branching into the contract and hospitality industries, he said.
"We've turned the corner and are growing nicely," said Philips. "We have our sights set on becoming the pre-eminent contemporary upholstery manufacturer. You've got to shoot high."
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