Colegrove: Aspenhome's evolution evident
Ray Allegrezza -- Furniture Today, April 20, 2013
HIGH POINT - Every market, scores of exhibitors change or expand their showrooms. Furniture/Today talked to Bill Colegrove, CEO of wood furniture source Aspenhome, about his company's new showroom and how the company will use the new space to maximize sales.
Furniture/Today: You are here at market in a new showroom. What prompted the move?
Bill Colegrove: Aspenhome's ever evolving and expanding product line necessitated a move to a new showroom location at the High Point Market. Now located on the 11th floor of the Commerce wing (International Home Furnishings Center C-1158), just one floor below its former space, the new showroom better showcases the remarkable growth story of Aspenhome's ascent into a "first choice" national supplier of bedroom, home office and home entertainment furniture.
F/T: Bill, you and I have often talked about the need for a brand to constantly evolve. How has your brand evolved?
Colegrove: Actually, the move to this new showroom is also helping us in the next era in the evolution and maturation of the Aspenhome brand. Our customers have led us and inspired us to evolve into the case goods company that we have become. They have demanded from us fresh, innovative, and thoughtfully designed bedroom, home office and home entertainment furniture. And they have rewarded us with their business when we have listened and responded to their needs. We have our customers to thank for making this new showroom possible.
F/T: How has your brand evolution impacted your product mix?
Colegrove: From a product standpoint, the Aspenhome brand today has a sharper focus and clearer identity of what the brand stands for and what the marketplace wants and expects from the company. Sam Fees, vice president of product design, sees considerable upside opportunities for the brand in the years ahead. He believes that by expanding the retail price points that the company competes in, and by adding both variety and versatility to its furniture designs, now including more contemporary and transitional looks, our company is being viewed today as much for its style and design as it has been in the past for function and innovation. We've been honored with six Pinnacle Awards for design excellence the past seven years.
F/T: How does that translate into what buyers will see in your showroom this week?
Colegrove: For this High Point Market, Aspenhome is parlaying its highly successful Las Vegas Market introductions with a new First Home Price Point bedroom that is a second edition to its Genesis Series successfully introduced in Las Vegas. Priced at $1,499 retail (small-way bed, dresser, mirror and nightstand), the function and innovation that Aspenhome is known for at higher price points was not compromised and did not change. Once again, this bedroom is earmarked by fabulous finishes, striking veneers and embellished hardware.
F/T: What else will you be spotlighting at market?
Colegrove: Thanks to the new showroom, we are able to better showcase home office and home entertainment in a more dedicated area. This will allow the buyers who focus on these two categories to more efficiently review the new introductions, and to see complete programs that can be replicated in their stores.
F/T: There are a number of exhibitors that are ramping up their offerings in home office. What are you doing?
Colegrove: We are expanding our "idesk" product line with the addition of Lincoln Park and Oak Valley, targeting the popular $999 executive desk price point. Fresh ergonomic design elements in the "idesk" series will help complete what is already one of the largest selections of home office in the industry. In combination with Aspenhome's Executive Series desks at 72 inches and the popular E2, Ergonomic and Economic work space solutions, the "idesk" series completes the Aspenhome desk assortment for virtually any retailer in the country.
F/T: What is the benefit of a multi-tiered strategy in home office?
Colegrove: We realize that home office and home entertainment represents only about 10% of furniture sales, and it is often difficult for many retailers to allocate the necessary mindshare to niche categories that are always changing, so we hope this three-tiered merchandising strategy, plus world-class sales training by our sales representatives, professional marketing and visual merchandising support, will earn us the right to be the home office and home entertainment partner for many of our retailers.
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