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Bedroom Source folio 21 Adds Correlated Dining Program At High Point

Furniture Industry News Update - Furniture World Magazine
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Article Summary: The initial introduction will feature four fashion-forward dining groups that correlate with existing folio 21 bedrooms.


Case goods importer folio 21 announced that it will introduce  a correlated dining room program at the October High Point Market designed to complement its best-selling bedroom collections.

The initial introduction will feature four fashion-forward dining groups that correlate with existing folio 21 bedrooms. They include Avignon, a transitional group in poplar solids and primavera veneers with champagne-finished hardware, bowed panel drawer fronts, picture frame molding and woven accents; Cologne, a large-scaled European traditional design; Lisbon, a clean-lined transitional set; and Metro, a contemporary group in rosewood veneers.

Designed by Hilco Woudstra, Avignon has been selected as a finalist for the American Society of Furniture Designers’ 2012 Pinnacle Award. The award will be presented Oct. 15 by the ASFD at a High Point Market banquet.

A fifth correlated dining group — not yet named — will accompany a new transitional bedroom in ash solids and veneers with mirror inserts that folio 21 is introducing this market. The group has a “light, contemporary feel with a unique mixed media effect,” said Sean Slack, executive vice president of marketing.

The new groups will be shown in folio 21’s showroom in space 647 of the Wrenn wing of the International Home Furnishings Center, which is being expanded by 3,600 square feet for the October market.

“Just like in bedroom, our new casual dining line will offer retailers a standout, high-value product,” said Slack. “We’re known for our superior, multistep finishes with hand-applied distressing and detailing. This is better-end furniture at a very affordable price.”

The goal, Slack added, is “to provide consumers with a compelling reason to step up their purchases by giving them more for their money” while also enabling retailers to make a higher margin.

Retail price points for a five-piece dining set will run from $899 to $1,299, according to Slack. The line will include case pieces such as sideboards and china cabinets as well as bar-height and counter-height options for stools and chairs. The products are designed to hit “the sweet spot” between casual and formal dining that reflects how today’s consumers live.

“The scale and comfort of our chairs and quality of materials and construction will make our groups look distinctly different on retail floors,” said Slack. “We’re offering retailers a very focused line that builds on the success of our top-selling bedrooms and can be mixed and matched with no restrictions in a single container.”

The addition of casual dining is a natural step for folio 21, a joint venture startup that launched at the October 2011 High Point Market, said Bill Benton, president and CEO. “We started talking with retailers about correlated dining right from the beginning. Now that our bedroom program is in place and growing, we’re ready to add another key product category with an equally strong value proposition.”

The new correlated dining line will begin shipping to retailers in January 2013.

About folio 21: folio 21 is a direct-container importer of quality bedroom and correlated dining furniture sourced from Vietnam. A joint venture between industry veterans Bill Benton, Sean Slack and James Martin Jr. and a leading OEM producer, folio 21 produces and warehouses its entire line at a 3.5-million-square-foot facility in Vietnam. The company offers retailers the ability to mix and match orders from any of its collections in a single container.



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