CR Kids makes debut in Las Vegas
News
-- Kids Today, 2/1/2010 12:00:00 AM
WEST LAFAYETTE, Ind. —
With styles reflecting the sophisticated tastes of today’s young consumers, CR Kids and Beyond, a new Chromcraft Revington, Inc. brand from its CR International subsidiary, targets the fast-growing 'tween market and kids up to age 18 and beyond.
The new line of bedroom furnishings debuted at the Las Vegas Market, with collections covering a wide breadth of styles—from cottage to contemporary, from country French to rustic, to transitional.
The collections, including a complete program called EZ Bunks, were featured in Chromcraft Revington’s Las Vegas showroom. Rollout of additional youth collections and other product categories will commence at the April High Point Market. Suggested retail prices are $399 to $599 for dressers and $199 to $999 for headboards, beds and bunks.
“With our new CR Kids and Beyond, we very deliberately incorporated the term 'Beyond’ to demonstrate that we’re committed to designs that are expected to grow with a young person through college and into their first apartment,” said Bill Benton, president, CR International. “The 'tween market is generally focused on kids from 8 to 12. Beyond age 12 is a market that we are also addressing with these products. By high school, most kids have their own cell phones, iPods and laptops, and these kids have very strong ideas about their personal style, whether it’s what they wear or how their rooms are furnished.”
Sean Slack, vice president of merchandising, CR International, said young people tend to be the style setters of their homes.
“However, what parents still demand is a focus on value,” said Slack. “What we anticipate accomplishing with CR Kids and Beyond is meeting the expectations of our 'Tween consumers when it comes to style and design, while going beyond what parents expect in terms of value, quality materials and the type of functionality that meet family’s needs throughout the school years and beyond.”
CR Kids and Beyond is designed to appeal to the broadest base of consumers.
“We’ve done our homework and created products that people are likely to buy,” said Tom Liddell, senior vice president, sales and marketing, CR International. “Product scale was another important consideration in the design process. Our youth furnishings are appropriate for the downsized home, apartments, cottages, cabins and small guest rooms.”
The foray into youth furnishings represents expansion for the parent company.
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