Theodore Alexander unveils retailer incentive
Althorp Living History dealer contest runs through October 2012
Thomas Russell -- Furniture Today, December 20, 2011
 The Heritage Oak Table is made with English brown oak burr veneers and has 12 pull-out triangular segments and inset fold-out leaves. It has an estimated retail of $19,900. |
 The Heritage Oak Secretaire in English brown oak burr veneers has 100 drawers and is topped with a gilt crested cornice. It is based on an original George II piece, circa 1740, and has an estimated retail value of $30,300. |
HIGH POINT — High end case goods manufacturer Theodore Alexander is offering one of two new hand-crafted pieces to winners of its 2011-2012 Althorp Living History dealer contest.
The Heritage Oak Secretaire and Heritage Oak Jupe Table are in the Althorp Living History collection and have been signed by Charles, Ninth Earl Spencer, owner of the 14,000-acre, 500-year-old estate in Northamptonshire, England, that is the inspiration for the line.
The company launched the contest at the October High Point Market. One piece will go to a North American dealer and one to an international dealer carrying the Althorp Living History line.
Earl Spencer greeted market visits at the company's new showroom at 229 W. Russell St.
"Althorp Living History dealers are loyal ambassadors of the collection," said Russell Towner, Theodore Alexander USA's president. "That was evident by the hundreds who packed our showroom at market to hear firsthand from Earl Spencer anecdotes about some of Althorp's more colorful residents."
The contest continues through October 2012 and winners will be announced at that month's High Point Market. It is based on several criteria, including the largest percentage increase in Althorp Living History orders during the 12 months, visual displays and brand marketing efforts.
Both pieces are made with English brown oak burr veneers. The secretaire, based on an original George II piece, has a gilt crested cornice and 100 drawers - 26 of which are secret hidden compartments - and has an estimated retail of $30,300. The jupe table, with 12 pull-out triangular segments and inset fold-out leaves, has an estimated retail of $19,900.
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