Walker Edison launches brand to attract younger consumers

Heath E. Combs -- Furniture Today, January 24, 2013

Walker Edison’s Boardwalk outdoor dining group has a textured black aluminum frame and synthetic wood that accents table tops and seats.

SALT LAKE CITY — Ready-to-assemble specialist Walker Edison is unveiling a new consumer brand aimed at Generation X and Y consumers, called Live Outside the Box.

It will launch 26 new products under the new brand at next week's Las Vegas Market, the company's largest slate of introductions ever, officials said.

Among the new products are three casual dining groups, nine television consoles, four desks and three outdoor groups. The company shows in World Market Center A-642.

The Live Outside the Box brand is intended to appeal to younger consumers whose needs are different from their parents' generation, the company said. Walker Edison's entire product assortment will be included in the branding effort. Point-of-purchase materials are in development.

To help build brand awareness, the company will place cards inside product boxes with ideas on the best way to use products in various settings, said Brad Bonham, president of Walker Edison.

"We're helping people understand that our products aren't just an RTA basic piece, these are actually lifestyle pieces that kind of appeal more to a retail crowd than a typical RTA crowd," Bonham said. "These new product rollouts, they look and feel higher end than your typically RTA pieces."

Walker Edison also plans to relaunch its website in April.