Louis Shanks Execs Tour Theodore Alexander Furniture Plant

June 7, 2010  by in UnCategorized   

By Home Furnishings Business in Case Goods on June 8, 2010

In an ongoing effort to strengthen key retailer partnerships, high-end furniture manufacturer Theodore Alexander recently hosted executives from upscale Texas furniture retail chain Louis Shanks at its plant in Vietnam.

The retail team took part in discussions that focused on how the companies could better work together to reach consumers, and then were treated to an extensive tour of the premium furniture maker€™s corporate headquarters, manufacturing facility, and foundry, and also given an opportunity to view the company€™s newest product designs in process.

According to Russell Towner, USA president of the high-end manufacturer renowned for its quality craftsmanship and exquisite design sense, coordinating a trip for key customers such as Louis Shanks demonstrates the Theodore Alexander€™s commitment to retailers€™ success.

"Partnership events such as this are valuable on a number of fronts," said Russell Towner, president of Theodore Alexander USA. "First, our employees are proud to demonstrate their craft for our customers, and we've found that the compelling, face-to-face interaction strengthens relationships at all levels, from the executive teams to the craftspeople. Beyond the networking and communication, we have an opportunity to spend time reviewing new projects in a relaxed setting, and to significantly increase our guests' knowledge of how our products are made, as well as the extraordinary level of detail and artistry involved in producing each of our pieces. This, in turn, increases the retailers€™ level of enthusiasm for our products, which will be passed on to their sales personnel and designers on the store floors, and eventually the end-consumer."

The trip to Vietnam was a first for some of the Louis Shanks executives, which included Forwood family members Amor, Mike, Marissa, and Michael Jr. The group toured Theodore Alexander's main factory where they were able to view master carvers sculpting furniture by hand, using traditional tools, as well as the detailed processes involved in exquisite, rare wood veneers, marquetry, eglomise, the inlay of brass and stainless steel, hand-painting, and the use of other fine materials.

The following day, the Shanks team headed to the Theodore Alexander foundry for a full tour of the company's metalworking capabilities and a demonstration of the age-old techniques employed there. In the foundry, they observed rubber mould/pattern making and witnessed the various stages of the finishing process, brass casting, etching and more.

"The tour was an extraordinary experience that afforded great insight into the bench-made techniques used to produce furniture in the 18th century that are fast becoming a lost art in furniture making, yet impart tremendous value in the 21st century," said Louis Shanks CEO Amor Forwood.

Mike Forwood, company president, noted: "As the economy steadily improves, we are noting increased interest among our customers in heirloom-quality furnishings, as well as in understanding 'the story' behind each piece of furniture that they purchase. Customers now want to know where each piece comes from, how it was made, and that it will be an investment that will pay dividends for the next generation."

He added that the experience of the trip should help "exponentially increase our sales of Theodore Alexander products on our floors when we return to Texas."