Broyhill launches youth collection
By Lisa Casinger -- Kids Today, 5/1/2006 12:00:00 AM
Broyhill Furniture distinguished itself at the High Point furniture market with the launch of its Broyhill Kids division. Though the company has had youth offerings in the past, they've been spin-offs of popular adult groups, such as the best selling Attic Heirloom and Pleasant Isle. Here, they're showing three completely original youth collections, Brittany, American Era and Hampton.
"These groups are pure youth," said Mike McCollum, senior vice president, merchandising, bedroom and dining room. "It used to be youth groups were just master suites with a few changes. These are actually scaled for a child's room. Each collection will have the same SKU configuration, and we've added pieces to our existing youth offerings to make them uniform."
The signature pieces are the beds and mirrors, much like in adult bedroom collections. Brittany features a tester and panel bed, and case pieces are accented with hand-carved floral motifs and columns in an off-white finish. Hampton is a light pine group with a cottage feel. Details include wainscoting, beadboard and picture frame panels. American Era is a transitional collection, suitable for boys or girls, with a midtone cherry finish and light distressing. Trundle beds, under bed storage options, footboard book shelves and computer desks all provide the functionality youth groups are known for. Twin beds will retail for about $299 and a dresser/mirror combination for about $799. The groups will begin shipping in August.
"These are coming out of a warehouse in Asia, so we're offering direct container programs for dealers," McCollum said. "They can mix groups in the container according to their needs."
McCullum said Broyhill is targeting not only its base of 400-plus dedicated Broyhill galleries and current dealers, but also specialty retailers looking for a value. The company is offering dealer support by way of POP, national advertising and footprints for in-store displays. He expects to roll out two more groups in October.
"The marketplace was the driving force behind our decision to venture into youth like this," McCullum said. "Furniture is specializing and getting more focused in every category."
Brittany, one of Broyhill Kids three High Point debuts, features floral motif carvings and an off-white finish. Twin beds retail for about $299.
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