• Powell Slaughter

RTA resource New Ridge expands into fulfillment services

new ridgeATKINS, Va. – Solid birch ready-to-assemble furniture vendor New Ridge Home Goods has relocated to a new, 272,000-square-foot warehouse in Atkins, Va., that will allow the company both to expand its line and expand its business prospects beyond furniture.

New Ridge previously serviced its business out of two facilities in Blacksburg, Va., totaling around 30,000 square feet. At the new location, President Keith Covey said he expects New Ridge eventually to use up to 50,000 square feet for its own goods, while the remainder will be available for order fulfillment services for other vendors.

“Furniture is one aspect of our business,” Covey said. “We have owned this facility for several years and have been preparing the building not only to house our New Ridge product, but also to use it for warehouse and fulfillment for other manufacturers.”

The facility, which is situated off Interstate 81 in Atkins, was previously a manufacturing facility for Merillat Cabinet.

“Fulfillment of small parcel furniture is obviously a growth industry,” said Covey. “We have seen tremendous growth in our New Ridge product on-line and believe we can help others by providing affordable space and services.

“This area of Virginia could not be better for fulfillment. Not only can we offer same or next day shipping for dotcom, we are also able to reach most of the area east of the Mississippi within five hours by truck.”

Covey has just returned from visiting Las Vegas Market, where he reported good reception to New Ridge’s move into fulfillment, especially related to e-commerce.

“We had six to eight vendors who showed pretty clear interest to move forward with us,” he said. “What I found interesting was the level of interest among Chinese manufacturers. We have a Chinese owner, so that connection made them more interested.”

New Ridge’s fulfillment services will concentrate on e-commerce orders but are not limited to that.

“We certainly had conversations about service for case goods as well as flat pack,” Covey said.

After establishing an office and warehouse in Blacksburg for the U.S. market in September last year, New Ridge opened a 1,700-square-foot space, 207-A in High Point’s Centerpoint on Hamilton, as its first U.S. showroom. Future plans include a showroom at Las Vegas Market.

The company manufactures its products for home entertainment and occasional, entryway, kitchen and bath in Northern China. In addition to solid wood construction, New Ridge has 11 finishes and uses a specially formulated pre-catalyzed top coat and sealer to make the products moisture resistant.

Powell SlaughterPowell Slaughter | Senior Editor
PSlaughter@furnituretoday.com

I'm Powell Slaughter, senior editor at Furniture/Today. I returned to the publication in January 2015 after nine years of writing about furniture retail strategies and best practices at a monthly magazine focusing on home furnishings retail operations. Prior to that, I spent 10 years with F/T covering wood furniture, the last five of those as case goods editor. While I cover occasional, home entertainment and home office here, a major responsibility is expanding our attention to the logistics side of the industry. I hope my articles will encourage a dialogue with retailers, vendors, third-party logistics specialists and carriers. I’d love to hear your ideas, concerns and suggestions for smoother flow of material and goods.

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