Martha’s new line more modern
Retailers from some 135 stores turned out to view the line
Powell Slaughter -- Furniture Today, June 10, 2005
HIGH POINT — Retailers from some 135 stores turned out here last week for an invitation-only look at Opal Point, the latest collection from Martha Stewart Signature Furniture with Bernhardt.
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Rocco Romano, left, Gina Romano, and Brad Halstead, all of Bradley Michaels, Pittsburgh; Chris Dula, Bernhardt; and Michael Shall, Bradley Michaels. |
The home fashion guru herself was on hand for the event, held in the Bernhardt showroom and featuring a market-ready presentation of the new line of 68 case goods and occasional SKUs and 40 upholstery frames. Opal Point features a blend of more contemporary and mixed-media pieces than the three earlier Stewart collections for Bernhardt — Lily Pond, Skylands and Turkey Hill. Prior groups were oriented toward more traditional themes reflected in Stewart’s homes in the Northeast. Stewart said the new collection should have special appeal in western states, where homes tend to have more open room formats.
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Robert Bennett, left, Town, Country & Casual, Hollywood, Fla.; Pam Coffey and Gerald Coffey, both of Bernhardt. |
“It’s a little more eclectic,” she said. “It’s all about broadening our appeal. We wanted to involve the West Coast more, so that was a focal point in the design.” While Opal Point includes some traditional pieces, much of the collection features subtle Asian, contemporary and mid-century Art Deco themes and striking mixes of materials such as tortoiseshell inlay, eglomisé treatments, luminous finishes on metal, and mother-of-pearl accents. The accent materials give the group an organic feel. Alex Bernhardt Sr., chairman and CEO of Bernhardt, said he was pleased with turnout for the presentation. Around 120 of the 150 Martha Stewart Signature accounts attended, he said, as well as about 15 retail prospects. Opal Point is set to ship in time for their fall selling season. “Since we began shipping the original introduction in April 2003, Martha Stewart Signature Furniture with Bernhardt has become the biggest collection in our 116-year history,” Bernhardt said. “There’s more focus in Opal Point on upholstery and occasional than before, and it’s more eclectic,” he added. “But what all the pieces have in common is that they’re all things Martha owns or likes.” Opal Point has two primary flavors for wood — ribbon stripe mahogany in a cognac finish, and primavera in a darker sable finish. Pricing is in line with existing collections of Martha Stewart Signature furniture, with beds retailing from $1,499 to $1,799 and dining tables from $1,399. Barbara Kurgan, vice president and design director of Martha Stewart Signature for Martha Stewart Omnimedia, described the West Coast as a “muse” for the new collection. “We achieved a contemporary feel without the hard edge,” she said. “The consumer across the board is more diverse. We’ve been listening and thinking about that in terms of style and scale.” While Opal Point’s occasional and statement pieces incorporate a variety of mixed media, the cases are more of a wood story, said Jonsara Ruth, lead designer with Martha Stewart Omnimedia. “We had an emphasis on color and painted finishes” with earlier introductions, she said. “With this collection we’re using the wood patterns and textures as the new color.”
