Borkholder Furniture Rebranding Effort Underway
Furniture World News Desk on
2/23/2015
Pictured Above: As part of the rebranding effort currently underway, the company has nixed its usual series of catalogs for a single, user-friendly, stand-alone binder.
Borkholder Furniture reported that it is heading into spring with a new look, redesigned marketing materials and streamlined systems.
At the Las Vegas Market last month, the solid wood furniture supplier hinted at a new direction with the unveiling of revamped marketing materials, including a redesigned company logo that no longer features the tagline “Authentic Amish Crafted.” While each piece of high quality, solid wood furniture is still built by second- and third-generation artisans in small workshops across the heartland, Chief Executive Officer Ola Yoder says he is intent on broadening the company’s appeal by expanding beyond its traditional roots.
According to Tom Halvorsen, who joined Borkholder as vice president just last year, his mission is to set the company apart through world-class design, directed by well-known, high-caliber designers who can interpret consumer desires for stylish furniture that stands the test of time. “We see the coupling of proprietary designs with the kind of hand craftsmanship that Borkholder has long been known for, as the key to success,” the executive says. As such, the company is quickly expanding its product offerings with fresh, transitional and modern styles.
As part of the rebranding effort currently underway, the company has nixed its usual series of catalogs for a single, user-friendly, stand-alone binder that offers a logical presentation and inviting shopping experience across the entire breadth of its offerings. The attractive binder is designed to present sales personnel and consumers with a broad overview of collection styles, beginning with a fold-out brochure featuring solid wood beds. “As the centerpiece of the bedroom, we know that the style of the bed is what attracts shoppers,” Halvorsen explains. “The pull-out piece at the front of our new binder makes it easy for people to choose their favorite style, and then drill down to other offerings in the same collection.”
At the same time, the company has created an entirely new SKU system to make presentation of the line to retailers and sales associates across the country more consistent. “We redid our entire numeric system,” Halvorsen relates, “a feat that never would have been accomplished in the timeframe that we managed it without the resources of our parent company, Kountry Wood Products, a leading kitchen cabinet supplier.”
The synergistic relationship with Kountry Wood Products has also enabled Borkholder to make great strides in customer service and packaging, in addition to upgraded marketing materials encompassing video, photography, print, and soon, a revamped website. “Borkholder Furniture is in the midst of a renaissance and we’re gaining momentum, thanks to consumers’ increasing desire for American made, heirloom quality furniture,” Halvorson sums.
ABOUT BORKHOLDER FURNITURE: Founded by Freemon Borkholder more than three decades ago in Nappanee, Indiana, Borkholder Furniture today continues its tradition of producing solid wood bedroom, dining room and occasional furniture built by skilled craftspeople in family-owned and operated Amish workshops, sold via better-end furniture retailers across the country. The company maintains to-the-trade showrooms in Las Vegas and High Point, NC.