• Thomas Russell

I.W. Home rebranding focuses on lifestyle

BreightonThe Breighton bedroom includes four bed options, such as the bookcase headboard bed shown here.
PHOENIX — Case goods manufacturer Imperial Woodworking has recently developed a new lifestyle brand called I.W. Home that it believes will resonate among a diverse mix of consumers seeking transitional and soft contemporary forms.

The company got started around 2013 and currently operates a 55,000-square-foot, one-shift plant in Phoenix that builds mostly veneered and solid wood bedroom along with some entertainment consoles.

It hired industry veteran Bruce Frenzel this spring as president of sales and merchandising to help grow its business and further develop the bedroom line. He also recently helped spearhead the recent rebranding, which he believes is more relevant to the lifestyle merchandising approach that has grown in importance in the industry and that will guide its product development efforts moving forward.

The company also plans to emphasize the U.S.-crafted, custom nature of its line, ranging from finishes to custom sizes on various pieces ranging from beds to dressers and nightstands. The company said it also has the ability to ship in 10 days from the order, making it an attractive option for consumers who want their goods sooner vs. later.

Indeed, the company has evolved in the past year or so from a largely rustic-inspired line to one driven more by transitional and soft modern designs.

Examples of that were seen at the company’s High Point showroom during the October market, where it showed several new bedrooms with multiple bed options ranging from beds with storage headboards to low-profile panel beds.

Its Breighton bedroom, for example, which is available in cappuccino, slate and truffle finishes, offers four bed options, including a panel bed, a bookcase headboard bed and beds with either side or foot board storage.

Using North American woods such as walnut, oak, cherry and maple, groups are available in five finishes and retail from $1,599 to $2,499 for a bed, dresser, mirror and nightstand.

Another group, Intentions, features Europly construction, with solid ash layers on case tops, showcasing an architecturally inspired design.

Its new Napa bedroom features live edge detail on the headboard of a panel bed as well as the edges of a companion nightstand, dresser and chest.

While offering different bed options, bedroom groups are generally short and focused, featuring core case pieces. However, the custom nature of the line expands the overall footprint within each group.

“It’s a short line in terms of the most important SKUs, but a broad line in terms of consumer options and appeal,” Frenzel said.

This custom model, he added, also will help the company stand out in the marketplace, not only compared with other domestically produced bedroom lines, but also with import lines that may be sold at similar prices but available to purchase only as shown.

“This allows us to compete on a global basis,” he said of the custom finishes and configurations offered. “For mid-market goods, we fit into a niche that is very appealing.”

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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