CR International to introduce first furniture line by next Las Vegas Market
Likely to leverage strengths in casual dining, youth and accents
Thomas Russell -- Kids Today, 9/21/2009 1:56:00 PM
The newly formed CR International aims to make its first significant product launch by the next Las Vegas Market in early 2010 in categories that complement the existing Chromcraft Revington line.
Chromcraft recently announced it has hired three former Powell Co. executives to run the division and will
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Sean Slack, left, executive vice president – merchandising, and Bill Benton, president, CR International; Mike Hanna, senior vice president and Bill Massengill, vice president – operations, Chromcraft Revington; and Tom Liddell, senior vice president - sales and marketing, CR International. |
employ their talents in developing and marketing mid-priced furniture.
They are Bill Benton, president; Sean Slack, executive vice president – merchandising; and Tom Liddell, senior vice president of sales and marketing. At Powell, they held similar positions.
Chromcraft Revington did not reveal specific plans for the line moving forward. However, future launches could easily tie in with the company’s licensed Southern Living line as well as help fill voids in other existing brands under the Chromcraft umbrella. These include Chromcraft, Cochrane and Peters-Revington.
In addition to casual dining, youth and accent furniture are among the main areas where the three former Powell executives have the most experience in developing and sourcing product overseas.
Chromcraft Revington Chairman and CEO Ron Butler said it would make sense to add youth furniture to the Southern Living line, largely because customers would likely have room for it on their floors and the current sales force already knows how to sell bedroom product.
Southern Living is also expected to add accent furniture at the October Market in High Point.
“The (success of) Southern Living says there is a receptivity in the marketplace for new branded items,” Butler said. “We’ve decided where it fits and makes sense, it will be branded.”
Accents in particular also could be coordinated with other non-branded products such as casual dining and bedroom.
Butler said that a key goal moving forward will be to market the new line to existing customers. He added that the company will take advantage of its existing distribution centers in Delphi, Ind., and Senatobia, Miss., which Butler said are located within 24 hours of 65% of the population.
Benton said he believes the timing is right for the launch despite the slow economy. He also looks forward to working with the management teams of both organizations moving forward.
“This opportunity with an existing infrastructure and a seasoned management team makes our transition more timely than going out to the open market to raise capital,” he said. “The combination of their existing skills set plus ours can equal a good working relationship.”
