• Thomas Russell

Gat Creek offers new customization kiosk

gat creekAT THE MARKET – Solid wood case goods manufacturer Gat Creek has unveiled a new customization kiosk that will allow retailers to showcase the company’s many finish and fabric options on their floors.

The kiosk displays 64 finish options as well as multiple fabric and hardware options. These samples can be easily removed from the display, which will help the salesperson communicate the story to their customers.

“Consumers want to shop for furniture in person and benefit from their store visit,” said Gat Caperton, CEO of Gat Creek. “By presenting our finish, fabric and hardware choices in a highly visible kiosk on the showroom floor, we are making it easy for consumers to touch and feel all of the available options. “And it helps the retailer convert consumer interest into sales.”

The kiosk has a two-sided center section with a white background, which offers a contrast to the magnet-mounted ash, cherry and maple stains and painted wood finish samples. A slim-line back framework also displays photos, the company’s marketing message and a company brochure pocket that is complemented by 15 fabric and leather samples and a hardware display board on opposing surfaces. The kiosk rotates on a 360 degree swivel to make all of the content easy to access.

The company’s 24-page brochure which is also available on the kiosk, communicates the company’s history, from its early days in an antique shop in Baltimore to its current manufacturing plant in Berkeley Springs, W.Va., which employs 130. The brochure also touts the company’s solid wood story and practice of traditional manufacturing methods from traditional joinery to world class manufacturing equipment and holistic sustainability practices that include “material and finish choices that contribute to a healthy home.”

“We styled the kiosk to support the Gat Creek contemporary take on traditional furniture,” said David Petersen, vice president of marketing and brand development for Gat Creek. “In our view, there are a handful of furniture brands that truly help their retail partners look hip and current. With this sleek kiosk design, we think we have joined this club.”

At the Oct. 14-18 High Point Market, the kiosk will be on display at the company's showroom in High Point in space D-1020 of the International Home Furnishings Center.

Thomas RussellThomas Russell | Associate Editor, Furniture Today

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

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