Flexa retools product mix

Flexa Furniture showcased its revamped and expanded line of furniture and accessories at the High Point Market in October.

The Suffolk, Va.-based manufacturer first introduced the line at September's ABC Expo in Las Vegas. The company has freshened the color palette for its familiar line of play curtains, bed caves, play pockets and more. The bright primary red, blue, yellow and green colorways have been mostly replaced with fabrics in varying shades of blue or pink, with accent colors for each. Christian Vedel Egly, sales and marketing coordinator with Flexa, said the company felt it was time for a change. "We had the primary colors for many years," Egly said. "This new color launch adds a new dimension."

In addition to the new color scheme, the textiles feature numbers, trendy stripe and dot patterns, geometrical-shaped designs, medieval designs and more, and retail prices range between $25 and $30. The manufacturer plans to discontinue the old textiles on Dec. 1.

Flexa also has added a range of accessories, including pillows with zip-off cases, rugs and customizable lamps. The round rugs are 100% wool and available in four colorways that match the new palette and retail for about $99. The lamps are offered in two styles — desk and wall — and feature clear shades that can be filled with the child's own artwork or with Flexa's decorative paper, which can be cut to fit in the shade.

That theme carries over to Flexa's new Inspiration bed and armoire doors. The bed is available with headboards, footboards and railings with plastic panels that also display a child's handiwork, photos or other mementos. Consumers also can buy 4- or 7-inch round risers that screw into the bed legs, providing room for storage drawers or armoires. The swing-out armoire doors can be customized in the same manner as the lamps and Inspiration bed.

Egly said the new products and colors are designed to capture kids' attention. "We like to be unique," he said. "It'll make it fun (for kids). Flexa stands for fun."

All total, Egly said Flexa launched 150 SKUs. The products are scheduled to ship in January.

The shades on Flexa's new lamps can be personalized with special decorative paper.

Knight-themed textiles add a playful twist.