Mastercraft Collections to double space at High Point Market

Company also will offer new product, including first upholstery

Furniture Today Staff -- Furniture Today, March 29, 2012

HIGH POINT — Solid-wood case goods and occasional source Mastercraft Collections is doubling its space for the April High Point Market.

The company's new 16,346-square-foot showroom is in the International Home Furnishings Center, space D-1002, a press release said.

The Chino, Calif.-based company had been showing in a 7,500-square-foot space in Furniture Plaza. Mastercraft also is consolidating its Douglas Casual Living and Arts & Crafts divisions into the new showroom.

The company also said it plans to market more of its product under the Mastercraft brand than the Douglas Casual Living or Arts & Crafts names. While it will still use the latter names for specific collections, they will no longer be standalone lines.

Also at market, the company plans to remerchandise the Douglas line with 10 new collections under the Mastercraft label, with sourcing moved from to factories in Vietnam and China.

The company also is introducing a new solid-wood casual dining program and adding stationary dining and pub heights to the Douglas offerings. Mastercraft said it's aiming to strengthen its position in the $799 to $1,699 retail range in dining.

In addition, the company will add its first-ever upholstery to the Mastercraft line and the Arts & Crafts collection of solid-wood, Mission-style furniture.

The upholstered goods will be sourced from Michael Nicholas Designs in Buena Park, Calif. Sofas, sectionals, loveseats and chairs will be offered with a wide range of leg, arm, fabric and finish options. Sofas will retail for $899 to $1,099.

"All of this upholstery will be made in America, so we'll be able to turn orders around quickly," said Mike Facchini, vice president of sales and marketing.

Mastercraft offers direct container programs from Vietnam and China and also has four U.S. warehouses, in Plymouth, Mass.; High Point; Ontario, Calif., and Lakewood, Wash.