June 29, 2022

Wood furniture makers go big at High Point Market

Magnussen Home’s Thirty One Twenty One brand debuted at the recent High Point Market.

HIGH POINT – This spring may not have been a full return to normal for wood furniture makers and importers at High Point Market, but it certainly seemed close. Traffic was high and the atmosphere was good. The pandemic finally seemed to be in the rearview mirror.

Domestic manufacturers of good cases and overseas importers have made great introductions. They updated existing successful lines with new additions, features and finishes.

Much like the Las Vegas market earlier this year, supply and inventory issues were front and center. Retailers want to be able to reliably get products onto their shelves. Suppliers are working on this, often by changing their sourcing strategies. They also fight for seats on retailer floors.

Launching its new brand image, Legacy Classic | Modern has divided its showroom between classic and modern furniture, introducing four new whole-home lines and three new stand-alone dining room collections. On the modern side, there was Biscayne, a comprehensive collection of 30 pieces for the home including all categories except upholstery. On Classic was Cortona, a comprehensive 24-piece collection designed by Rachael Ray.

Despite the transportation costs, Robinson said he was happy with the imports from China and Vietnam. The company’s strategy going forward is to strengthen its position as a mid-priced “fashion” toiletries brand while offering a wide range of styles.

“Consumers can’t tell you why they like something,” Robinson said. “They just do it. So give them options. Give them reasons to choose your furniture.

Legacy also introduced the company’s new Home Furniture Outfitters division, a whole-home e-commerce initiative priced approximately 30-50% less than Legacy’s typical offering.

“E-commerce is our fastest growing business,” Robinson said. “So we knew we needed something that was suitable with e-commerce at the forefront.” By July, the division should be 60% in stock.

Canadian manufacturer Durham Furniture did not introduce any products to this market, but CEO Luke Simpson was happy to be back at High Point. The company added three halls to its showroom in time for the spring event, increasing its total space by 12,000 square feet.

“As a national company, we could become better value as low prices go up,” Simpson said. “We are seeing an increase in activity. That could be part of the reason why.

Simpson said retail demand has slowed, but he’s not sure it will continue to decline.

“Who knows what the future holds for us?” he said. “In nine months, we will know if it was cyclical or not.”

Magnussen Home made its grand debut with Thirty One Twenty One, a new premium brand led by industry veteran Adam Tilley.

“We’re a brick-and-mortar supplier only,” Tilley said. “No e-commerce and no creators. I think that really resonated.

Nine new bedroom collections were introduced, which included multiple beds, bedside tables, mirrors, chests, chests of drawers and accent items. Prices are 20% to 30% higher than the typical Magnussen product. Tilley estimates a four-piece bedroom set would cost between $4,000 and $5,000. Design-wise, the brand focuses on as much face as possible and ensuring that the material is unique and transitional.

“Larger retailers may want to try the brand,” he said. “We think we can get premium retailers at entry prices.”

Full Resource Abbyson has launched 16 new dining and bedroom collections to market, marking its largest checkout product introduction in company history. Items feature fresh finishes, colors and styles typically found at the high end.

They’re aimed at the “aspiring” buyer, sales manager Rodd Rafieha said, but are still accessible price-wise.

He added that it was a big market and a return to normal. “We don’t know a single person who isn’t here,” he said.

Mexico and import strategy

American Woodcrafters, a mid-priced storage products company, introduced three new bedroom and dining room collections, as well as a new bed for an existing line.

The most visible collection was Dunescape, a mahogany bedroom line.

“It’s been very well received,” said Rusty Morris, the company’s vice president of sales and marketing. “We are targeting a younger and more connected clientele with her.

“We have tripled our traffic since the last market,” he added. “It’s been great. We are really encouraged.

But perhaps the company’s biggest news was its expansion and new collection from Mexico. The Artisan’s Grove Whole Home Collection is crafted from pine with a focus on the finish.

“Finish is key for us, and we really wanted that premium feel,” CEO Chuck Foster said. “It was a challenge to find a factory in Mexico that could do that.”

But it seems to have been a success. “Our finishes from Mexico are so beautiful, I’m like a kid in a candy store,” he added.

Artisan’s Grove will hit the market in four to five months and ship quickly, Foster said. A four-piece dining set from the collection should cost around $1,999.

American Woodcrafters’ other new launches – Dunescape and Rodanthe – are sourced from Indonesia and then shipped from the company’s High Point warehouse.

One of Bellini Modern’s main goals for this market was to bring more products from Italy. With nine new dining tables and five side tables from across the country, the company felt they had achieved their goal.

“Until now, all of our accent furniture has been made in China,” said Hossein Azimi, President, “but that has changed with the introduction of five new accent groups. China completely, our mission over the next two years is to completely phase out production in Asia.

Azimi estimates that the company now has around 97% of its production in Italy.

Dining options are contemporary and feature interchangeable trays, which should help retailers use their floor space more efficiently.

“We want retailers to be able to maximize the square footage of their stores,” Azimi said. “They can display multiple configurations from one product placement.”

Azimi said the showroom had high traffic throughout the week.

Legends Furniture presented three new bedroom collections: two from Vietnam and one from Mexico.

“Mexico will serve as an extension of our national presence through our factory in Arizona,” said vice president of sales Tim Donk. “We have a good relationship there and we understand the culture.”

He said the company has a mixed sourcing strategy, bringing in its bedroom from Vietnam and Mexico and manufacturing most of its entertainment furniture in Arizona.