At High Point -- Broyhill debuts Broyhill Kids

By Lisa Casinger -- Kids Today, 4/1/2006

Hampton debuts in Broyhill Kids.

HIGH POINT -- Broyhill Furniture distinguishes itself this market with the launch of its Broyhill Kids division.

Though the company has had youth offerings before, they’ve been spin-offs of popular adult groups like Attic Heirloom and Pleasant Isle. Here, they’re showing three completely original youth collections, Brittany, American Era and Hampton.

“These groups are pure youth,” said Mike McCollum, senior vice president, merchandising, bedroom and dining room. “It used to be youth groups were just master suites with a few changes. These are scaled for a child’s room. Each collection has the same SKU configuration and we’ve added pieces to our existing youth offerings to make them uniform.”

Each group has the same 17 SKUs with beds and mirrors as the signature pieces, much like in adult collections. Brittany features a tester and panel bed and case pieces are accented with hand-carved floral motifs and columns in an off-white finish. Hampton is a light pine group with a cottage feel. Details include wainscoting and beadboard.

American Era is a transitional line, suitable for boys or girls, with a midtone cherry finish and light distressing. Twin beds will retail for $299 and a dresser/mirror combination for $799. The groups will begin shipping in August.

“These are coming out of a warehouse in Asia, so we’re offering direct container programs dealers can mix according to their needs,” McCollum said.

Broyhill is targeting not only its base of 400-plus dedicated galleries and current dealers, but also specialty retailers looking for a value story. McCollum expects to roll out two more groups here in October.

“The marketplace was the driving force behind our decision to venture into youth like this,” McCullum said. “Furniture is specializing and getting more focused in every category.”