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Flexsteel Launches Charisma Brand at High Point

Furniture World News Desk on 10/12/2022

Charisma will be fully launched at October Market.
Charisma will be fully launched at October Market.


Flexsteel announced that it has unveiled a new furniture brand that aims to introduce popular price point stationary upholstered furniture to a growing customer demographic while delivering a quality and comfort story that their factories are known for.

Charisma will be fully launched at October Market. These new products will be made in Flexsteel's  Juarez Mexico stationary factory and will be produced with a four-week production lead time starting in late October. A soft launch took place at the summer Las Vegas Market and the just concluded pre-market in High Point, where Retailers previewed the line and booked orders for October and November delivery.

"We have been pleased with the early adoption by established Flexsteel retailers and non-Flexsteel retailers who see the value of the new brand, some of them have ordered sight unseen due to the trust in the company and the timely price value," said David Crimmins, VP Sales, Flexsteel.

Flexsteel, a long-time manufacturer and importer, is implementing a strategy to go after the largest segment of the upholstered furniture market as they expand its brand portfolio. The company saw significant growth opportunities through addressable market expansion in response to inflation pressure, the need for lower price points, and demographic shifts. With the addition of the new Charisma brand, Flexsteel now goes to market with three distinct brands across product categories, price points, and distribution channels.

Charisma features a larger scale, a low frame that sits close to the floor, deeper seat options, and comfortable seat and back cushions that are reversible. The four stationary upholstery groups are offered as sofa, loveseat, chair, ottoman, and sectional. The collection features four mainstream arm styles that cover modern, traditional, and transitional. Each item comes in a curated assortment of two on-trend body fabrics with pre-selected accent pillows for quick shipping. Tim Newlin, VP of Product Management, added, "This consumer is time-strapped and is looking for a great value. We have worked to streamline the process by having our merchandising team put together great fabric marriages on super comfortable designed furniture that helps you fill up a new space."

The new collection will be displayed in Flexsteel's showroom at High Point, space C-558 of the International Home Furnishings Center, during Fall High Point Market in October. For buyers new to Flexsteel who are interested in viewing Charisma and Flexsteel products, contact buycharisma@flexsteel.com.