Vaughan Furniture adds youth showroom
By Jane Kitchen -- Kids Today, 4/1/2005 12:00:00 AM
Galax, Va. —
Vaughan Furniture is refocusing on its youth offerings this market, with a new showroom space dedicated to the category and a new Young Ages logo.
"This is an opportunity for us to really show off a culmination of a lot of years in the youth business," said Bill Vaughan, president and CEO of Vaughan Furniture.
An 8,000-square-foot space across the hall from the company's main showroom has been converted from additional Vaughan space to a Young Ages gallery, with a separate entrance, signage and branding.
Bill Vaughan plans to emphasize the fact that his youth line is domestically made at two factories in Galax, Va., "right smack in the middle of the Eastern seaboard." That location, along with the number of SKUs available in the line, color choices and factory quality and consistency, give Vaughan an advantage in the youth industry, he said. "It's all about quick delivery."
As additional support for retailers, Vaughan will make floor plans available for dedicated spaces of any size, starting at 250 square feet. Bill Vaughan said he expects to grow the company's youth presence on current retailers' floors, including those who carry Vaughan adult furniture but have not stepped into youth. The company hopes to increase its youth business about 40% this year.
Vaughan is debuting two youth collections this market, Belladonna and Port Charles, for a total of 10 collections in its Young Ages collection. Belladonna is a feminine group with 30 SKUs, including three bed style choices and a variety of storage and study options. Port Charles is a clean-lined unisex group available in Navy, Brick or Cherry wood finishes designed to mix and match.
As part of its focus on youth, Vaughan will continue to support America's Promise, a national nonprofit organization dedicated to improving the lives of children and youth.
Vaughan Furniture's Young Ages brand has 10 youth groups, including Rachel's Room, shown.
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