HomElegance diving into upholstery in Las Vegas
Gary Evans -- Furniture Today, January 30, 2012
This 9716 sectional is one of the new pieces in the HomElegance Seating collection.
LAS VEGAS - Bedroom and dining room importer HomElegance is introducing a massive collection of upholstery at the Las Vegas Market as the company seeks to become a whole-home resource for its dealer base.
The company has leased a dedicated 10,000-square-foot showroom (World Market Center A-646) near its primary showroom here to exhibit the HomElegance Seating collection of 50 groups.
The groups are either three-piece sofa ensembles or sectionals, half of which are motion, according to Jamie Collins, vice president of sales and marketing. Recliners will be part of some groups and power motion also will be offered. Styles include contemporary, transitional and some traditional with microfiber, chenilles, and better-grade corduroy fabrics.
"We've always had upholstery but bedroom and dining room have been the majority of our business," Collins said, adding that collection will be "aggressively priced." Starting retail price points will be $299 for a sofa and $499 for a motion sofa, both shipped from the West Coast.
"In most cases it was more of a commodity approach but we've done some things where we picked our own fabric-to-frame applications and had some success," Collins said. "We felt we should expand our bread-and-butter looks and also do some more specialized frame and fabric applications."
Covers will be offered in two, and sometimes three, colors, depending on the frame. Since the introduction is coming off the starting block, Collins said the company wanted "to be safe and show what will sell at retail. There won't be any bright, off-the-wall colors; we'll stick to the neutrals."
The product can be ordered container direct, in mixed containers from the factory, or domestically from 13 distribution centers in the U.S. and Canada.
"We've already made a major inventory investment," Collins said. "This product is already in the States or on the way." Product will ship in 24 to 48 hours and can be across the country in two weeks, he said.
"Upholstery is going to be a big percentage of our business as we move forward," he said. "The opportunity is there because we have a loyal and strong dealer base and we want to become a whole home resource to them."
-
HomElegance broadens upholstery line
Feb 6, 2012
Merinos Home Furnishings opening display room, Boyles addition
‘Mega vessels' likely to boost capacity, stabilize freight rates
HOM Furniture adds flooring to six Twin Cities stores
Dan Masters joins Furniture Brands as VP, business development
21 companies from Turkey, Taiwan and China to exhibit at Showtime
VIEW ALL GALLERIES
