The Stanley Furniture Company tagline, “Where it all comes together” is rooted in a long tradition. Going forward, it embodies a new marketing strategy which places even greater emphasis on producing and promoting the best product...
The Stanley Furniture Company tagline, “Where it all comes together” is rooted in a long tradition. Going forward, it embodies a new marketing strategy which places even greater emphasis on producing and promoting the best product, backed by out-of-the-box quality, reliable delivery and unequaled service. The comprehensive approach, developed to satisfy consumers and differentiate the company, takes the Stanley commitment to “styling up without pricing up”, to the next level in its aggressive pursuit of a greater share of retail floors across America.
“Our blended strategy combining highly efficient domestic production with an intelligent outsourcing of component parts and finished goods has unlocked the design fetters of our product designers. It has allowed us to expand into new style categories that previously were not possible for us to produce,” says Jeff Scheffer, Stanley president and chief operating officer.
“Recognizing that everything everything starts with product, we constantly encourage our entire team, from design and production to delivery and service, to live best product,” he says. “Successful enterprises consistently do two things: one, they satisfy a customer or consumer need, and two, they are able to differentiate themselves from the competition.”
To accomplish that, Stanley has launched a reorganization of its design and marketing team, all reporting to Scheffer. In a newly created position, Phil Haney has been named executive vice president of marketing and sales. Bill Sibbick has become senior vice president/product manager of bedroom and dining room. Kelly Cain is now senior vice president/product manager of home office and home entertainment. Glenn Prillaman, vice president of Young AmericaÆ continues to lead the youth program.
“Stanley will continue to operate and feel like one company, and we continue to support the retailer as the brand,” Scheffer says. “In the months to come, we will introduce new marketing and sales programs that will strengthen our ties with our retail partners as well as our position on retail floors.”
Included are plans to upgrade the website, catalogs and sales materials, with stepped up marketing campaigns directed to the trade and news media.
In four years, Stanley has won an amazing seven Pinnacle Awards for original product design. This year the company is again a finalist, this time in five categories.
“Award-winning design should also be saleable and our record-setting recent April market is proof that it can be,” Scheffer says. “With dozens of collections and finishes in every major wood category, we offer unbeatable selections for the entire home.” In addition, the Stanley shipping record is the best in the business with all orders shipped in an average of 12 days and 99.8 percent shipped when promised. Equally impressive is the quality story: 99 percent of products are shipped defect-free.
“It's this way of doing business through the years that differentiates Stanley from our competition, and we’re going to get even better,” Scheffer says. “We have long been a case goods leader. For wood furniture in every room of the house, we want Stanley to be known as the undeniably best across the board, in style, quality and service.
“You can have the best strategy but you have to have the best people in place to execute it,” he says. “Our talented new leadership team headed by Phil Haney, Bill Sibbick, Kelly Cain and Glenn Prillaman, will take us to the next level of satisfying consumers and differentiating ourselves from the competition.”
Stanley Furniture Co. Inc. has won seven coveted Pinnacle Awards for outstanding product design. As the 17th largest U.S. manufacturer of fine quality residential wood furniture, designs range from traditional to contemporary. They are presented as dining room, bedroom, home entertainment and accent tables, youth and home office. Founded in 1924, Stanley has a strong tradition of superior product supported by excellent quality and service. The shipment of orders to retail stores an average of 12 days is among the fastest in the industry. Production facilities are located in Stanleytownand Martinsville, Va., as well as Robbinsville and Lexington, N.C. Stanley=s upper-medium priced furniture is sold to furniture specialty stores, department stores and furniture store chains. Stanley common stock is traded on the Nasdaq Stock Market under the symbol STLY. For additional information, visit www.stanleyfurniture.com.
Furniture World is the oldest, continuously published trade publication in the United States. It is published for the benefit of furniture retail executives. Print circulation of 20,000 is directed primarily to furniture retailers in the US and Canada. In 1970, the magazine established and endowed the Bernice Bienenstock Furniture Library (www.furniturelibrary.com) in High Point, NC, now a public foundation containing more than 5,000 books on furniture and design dating from 1620. For more information contact firstname.lastname@example.org.