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Authentic Home Furnishings Association Launches at Real Wood Trade Show

Furniture World News


The newly named Authentic Home Furnishings Association unveiled the member organization’s new brand identity at this week’s annual Real Wood Furniture trade show in Orlando.

The group known since 1990 as the Unfinished Furniture Association employed market research firm ThinkWay Strategies earlier this year, to help develop its new name and identity which reflects a focus on solid wood and customization options for end consumers.

The new name and association brand logo was presented during the trade show’s kick off event and keynote presentation on Monday evening, with approximately 200 members in attendance, according to President of the association’s board Tim Case.

“The change in name and strategic direction for the organization was received with enthusiasm by our members,” said Case, adding, “We believe this is the ideal time to reignite our passion for the real wood furniture business. We’re anticipating a huge opportunity to grow at retail in the years ahead.”

Jorge Mata, CEO of Whitewood Industries and an exhibitor member, agreed. “I’m so excited about the new brand and direction for the association,” he said. “We’ve needed to take these measures for some time to gain market share for this unique niche in our industry.”

Larry McManis, CEO of ThinkWay Strategies, LLC, reviewed his company’s research findings and conclusions at the start of Monday’s presentation. He was followed by Connie Post, founder and CEO of Affordable Design™ Solutions, the evening’s keynote presenter, who presented affordable display designs to retailers seeking a more contemporary look.

Retail members, too, appeared ready to embrace change. “It was very refreshing and something new that I’ve never heard of before,” said Yusuf Begg, sales manager for Naked Furniture, Royal Oaks, Mich. “Connie Post made me see that my traditional store can still look modern and engaging.”

“I’m excited to see the association taking a proactive approach instead of being complacent,” said Tom Bolton, owner of specialty retailer Wood You, in Gainesville, Fla. “We will definitely go away [from the show] looking to market and display our store in a more dynamic way.”

The association board also noted that this week’s unveiling is the start to a multi-phase re-branding effort, which will include a new website, retail marketing strategies, additional trade show exposure, and more.

ABOUT AUTHENTIC HOME FURNISHINGS ASSN.: The organization established as the Unfinished Furniture Association in 1990, and now known as the Authentic Home Furnishings Association, has a membership of approximately 500 retailers, manufacturers, and sales representatives in the United States, Canada, and the Caribbean. The association’s mission is to support the growth of its members through the development of exclusive products, standards, and marketing, created in cooperation with its retailers and member-manufacturers.

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