Gustavian debuts line for children
By Thomas Russell -- Kids Today, 9/1/2005
London— Case goods producer Gustavian is expanding its product assortment to include a line of high-end youth and children's furniture.
The company plans to show between five and 10 pieces of bedroom furniture, cribs and upholstered chairs in its Interhall showroom at the International Home Furnishings Center at the October High Point market.
The wood portion of the group, which is manufactured in Sweden, will be made from Scandinavian beech and birch. The items come in 12 hand-painted finishes and also are available in custom finishes.
The line was developed by existing staff under the oversight of company President Richard Roberts. It mirrors the classic Scandinavian styling and clean lines of its bedroom, dining room and occasional furniture.
Price points are on the high end, with a child's bed retailing between $1,800 and $2,000. An entire bedroom set includes dressing tables, desks and wardrobes.
Roberts said Gustavian decided to get into the category because of a perceived need for "good quality children's furniture in the U.S."
"We believe our hand-painted style would appeal to this segment of the market," he said. "While we are aware that there are some major players in this segment, nevertheless, what we do is fairly specialized."
He said Gustavian also hopes to expand the line to other pieces, including a child's computer desk.
The items will ship directly to the United States between six and eight weeks after each order.
United Kingdom-based manufacturer Gustavian will show pieces from its new children's collection at the fall High Point market.
