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Walker Edison Launches New Consumer Brand

Furniture Industry News Update - Furniture World Magazine
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Article Summary: “Live Outside the Box” branding campaign targets older Gen Y’s and younger Gen X’s.


Walker Edison reported that it will launch their new consumer brand with the kickoff of 2013 at the Las Vegas market. The RTA manufacturer will concentrate on packaging their brand they noted is already a step up from typical RTA products due to superior construction materials, as they begin a courtship with the consumer. “We see specific needs and buying patterns of the older Gen Y’s and younger Gen X’s that we can satisfy and grow our business significantly. The key is personally identifying with these younger consumers. To do that, we not only must offer their definition of value and good design but we must speak their language and offer solutions for the way they want to live,” states Brad Bonham, president of Walker Edison. 

Research shows that younger consumers want to define themselves; not duplicate their parent’s footprint. Their lifestyles represent unique approaches to working, entertaining and relaxing. They will not be confined to the environmental box they grew up in. So, to reach them on their own turf Walker Edison is launching - Live Outside the Box.™

The Daly Group, a marketing communications company specializing in home furnishing developed the brand concept. “Live Outside the Box” they say, speaks to both retailer and consumer. The retailer must Live Outside the Retail Box to attract these younger consumers and Walker Edison’s approach to design and presentation of product will help them do so. “We are in touch with the consumer every time our product in a box is delivered to their door. We will use that medium to build awareness and enthusiasm with the consumer,” says Brad Bonham. “Incentives to come again will be a keystone to our efforts and consumers will find them when they take the product out of the box.”

To support the “Live Outside the Box” Brand, Walker Edison will revamp their website to meet the expectations of the consumer. The new launch of the website is slated for April of this year. “This is a big commitment for us,” states Brad Bonham, “but the next few years are key times for us to grow the business and be a leader in the new generation of RTA.” 

About Walker Edison: Walker Edison, a new generation of RTA manufacturer is based in Salt Lake City, UT. A family owned business, currently directed by the second generation. They manufacture a wide range of home entertainment, home office, casual dining, occasional, outdoor living products and youth bedroom. They cover all style categories ranging from traditional, transitional, contemporary to modern industrial. Specialists in drop-ship to the consumer, they sell through e-commerce retailers and traditional retailers. Come see Walker Edison’s new products introductions at Las Vegas Winter Market 2013, space A642. For a sneak peek go to www.walkeredison.com/LOB.

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