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Furniture Veterans Open Case Goods Company
August 23,
2011 by in UnCategorized 
By Home Furnishings Business in Case Goods on August 24, 2011
Veteran furniture executives Bill Benton, Sean Slack and James Martin Jr. have partnered to form
Folio 21, a new case goods company.
Folio 21 will launch at
High Point Market in October with a line of hip bedroom designs best described as contemporary/transitional with an edge. The company has leased a showroom in the IHFC Wrenn Wing, Space 647, and also intends to show at pre-market in September. Corporate offices for the concern will be located on the 8th floor of the Radio Building at 164 South Main Street as of Sept. 1.
The company's well-known management tea brings to the table years of retail, product development and sourcing experience at all price levels. Benton, who serves as president and chief executive of the new concern, was most recently president of CR International and formerly president and chief executive of the
Powell Co. Prior to that, he spent more than two decades with Levitz Furniture. Slack, who serves as executive vice president of merchandising and product development, most recently held that title at CR International, with similar positions at both Powell and
Lane. James Martin Jr. most recently a sales representative with
Broyhill Furniture Inds., has been named vice president major accounts.
Folio 21 plans to introduce a broad range of bedroom groups at premarket with correlated dining room collections to follow. Initial introductions will be unveiled for major dealers during premarket, and the company will show its complete offering at the Fall Market.
In preparing for the launch, the executive team spent months in market research.
We launched this company to address the void weve identified in the marketplace for quality features at affordable retails, Slack said. Our target is retailers who are looking for the next level of product and our focus will be unique design and hip styling combined with all of the best construction standards, including full-extension side guides and English dovetailing. Our products emphasize high quality, multi-step finishing and unique veneers, which are not usually found in goods at this price level.
Were coming to Market with an edgier look aimed at younger consumers who have been proving indifferent to the me-too products that have characterized retail floors for the past few years, Benton said. The industry has been chasing cheap goods and we all know its not working; the majority of average-unit-dollar sales are dropping while costs have continued to rise. Our goal is to give consumers a compelling reason to step up.
Retail price points will range from $1,699 on complete five-piece sets to $2,499, with the bulk of the product line between $1,699 and $1,999. Thanks to the structure of our partnership, our overhead costs are such that we will be able to offer values that dont currently exist in the marketplace, Benton said.