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Unclaimed Freight’s New EVP Roger Price Unveils Aggressive New Merchandising And Marketing Strategy

Furniture World Magazine
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Article Summary: In his first month as Executive Vice President of Unclaimed Freight, Roger Price has moved quickly to lay the foundation for building the company back to its former glory and beyond.


In his first month as Executive Vice President of Unclaimed Freight, Roger Price has moved quickly to lay the foundation for building the company back to its former glory and beyond. Temporarily suspending all merchandising and marketing relationships during his first month of tenure, Price has taken quick steps to re-focus Unclaimed Freight on the basics that made it America’s premier furniture liquidation retailer. Said Larry Manson, Chief Executive Officer, "I am planning to reinvent Unclaimed Freight by taking it back to its roots as an aggressive furniture liquidator. Hiring Roger was an integral part of this strategy. Currently, too large a portion of our merchandising consists of conventional furniture stock. In the not to distant future, the liquidation portion of our business will dramatically increase to over 50% of total sales, and more." Said Manson and Price, "We also plan to be very aggressive with sales of bedding at each of our stores." "The partnership with National Sales Consultants makes perfect sense because it will get us up to speed faster than we could do it ourselves," added Price. He said, "Beginning in April, National Sales Consultants will provide buying and merchandising expertise, as well as sales assistance at our stores." Said Price, "Together, we will be shopping the April High Point Furniture Market for exceptional values and close-outs." Price observed that conventional furniture stock will continue to make up a significant share of its business. However, those lines that maintain ongoing floor positions at Unclaimed Freight will be best-sellers, monitored by weekly computerized tracking. Price has put his ambitious new merchandising and marketing plans on a fast track. Soon after the April Market, he plans to begin the initial advertising and promotional campaign created by furniture industry specialist Prescott/Levinson Advertising. Said Price, "Prescott/Levinson’s extensive retail experience will also put us on the fast track. They have created an innovative advertising program for us that creatively communicates our message in new media such as television, direct mail, the Internet, and in-store merchandising." The initial, aggressive campaign will promote the closing and renovation of their Bensalem, Pennsylvania store, which will be celebrated at all stores. Unclaimed Freight operates five warehouse liquidation showrooms in eastern Pennsylvania and New Jersey. Its headquarters is located at: 2260 Industrial Drive, Bethlehem, PA 18017.

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 editor@furninfo.com.

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