American Dream Rooms debuts in High Point

The Princess collection has a pearlescent finish with crystal knobs and butterfly and ribbon decorative elements.

The groups range from traditional girl's collections, like Princess, to transitional and French country crafted from American oak, walnut, ash, cherry and Asian hardwoods. A five-piece collection retails for about $1,000. Pieces include dressers, mirrors, underbed storage or trundles and beds from twin to full.

American Dream Rooms is the U.S. marketing and distribution arm of Shanghai-based manufacturer, Dream Rooms. The manufacturer has 3 million square feet of manufacturing facilities. Industry veteran Joe Elmore is president of the U.S. arm of the company.

American Dream Rooms' showroom and offices are in the 42,000-square-foot space formerly occupied by Davis International Furniture in High Point.

The Dream Rooms factory started about 18 years ago as an OEM producer of mostly youth bedroom for the U.S. market. About five years ago, it began concentrating on master bedroom, again on an OEM basis.

Production capacity totals about 750 containers per month, and an adjoining warehouse can hold about 400 containers of finished product. From there, the factory can ship both full and mixed containers.

The factory will continue to produce on an OEM basis for various importers, but will begin to concentrate more on building its factory-direct business.

Otis Farmer, marketing director, said American Dream Rooms partnered with the American Children's Home in Lexington, N.C. to donate 10 bedrooms to the organization just after the High Point Market in April.

“We'll also build some furniture for them,” Farmer said. “They need more of the basic pieces so the ones they don't need we'll auction off or let them sell in their thrift store. We're going to do what we can to help the Home because it's such a worthwhile organization.”