Spring Creek showcases finished youth collection

Las Vegas— Spring Creek Furniture, a division of unfinished furniture manufacturer Woodcraft Inds., continued its push into the finished juvenile category last month during the Las Vegas furniture market here.

The line is composed of 30 pieces made of solid hardwood, and it has a casual look that works with many styles, said Greg Barger, team leader of research and development at Spring Creek. The collection, which is made in Malaysia, is available in six finishes: white, pink, red and blue paint and golden oak and mahogany stains. The pieces can also be bought unfinished. A bunk bed retails for $519, and a five-drawer chest retails for $369.

Barger said that when Spring Creek launched about two years ago as a casual unfinished line, young adults were the targeted demographic. However, after conversations with retailers, the company discovered that many of the twin beds in the group were being used in kids' rooms, so Woodcraft executives decided to give youth a go. The company launched the finished Spring Creek lines about nine months ago.

Barger said expanding into the kids market was a natural. "Juvenile retailers look for quality, style, durability, variety and value pricing," he said.

The same criteria are sought by unfinished furniture retailers, which is why entering the juvenile market made sense, said Jack Campbell, president and owner of Woodcraft. The State College, Pa.-based manufacturer has about 200 employees and an 110,000-square-foot plant. Campbell founded the company 21 years ago in his garage after leaving college because he couldn't afford the tuition. He wanted to build unfinished furniture that had more style than what was available at the time. He said that goal continues today.

"We're style-focused and quality-focused," Campbell said. "We're a company that listens to our customer."

Spring Creek plans to attend several trade shows to get its merchandise out in front of more youth buyers. The company attended the Juvenile Products Manufacturers Assn. show in Orlando in May, and Barger said response was great. Spring Creek is also showing as part of Tupelo Kids at this month's market in Mississippi and at the All Baby and Child Expo in September in Las Vegas.

Barger said that part of the appeal is Spring Creek's core philosophy of developing a partnership with its buyers. The company also has its own truck drivers and a two-week delivery time to retailers in the lower 48 states as well as Canada, another plus with many buyers.

Barger said the youth line is placing in children's independent specialty stores. It's also drawing interest from full-line furniture stores who want pieces from Spring Creek's youth line as well as items from the adult side of the business. "It's a natural fit for these stores," Campbell said. "They like the availability."

Barger said he is working on adding to the youth line, with a convertible crib, captain's bed and twin-over-full bunk, all of which are in development.

So far, the company is pleased with the response it's received from the industry. "It's refreshing entering into the juvenile market," Campbell said.

Spring Creek's juvenile line is available in six finishes, including the ever-popular white, shown.