Theodore Alexander Expands into Bedroom

October 11, 2011  by in UnCategorized   

By Home Furnishings Business in Bedroom on October 12, 2011

Luxury furniture maker Theodore Alexander will expand into the bedroom category at this month's High Point Furniture Market.

Given the trend toward eclectic decorating styles, Theodore Alexander's new bedroom collections comprise individual items that appear to have been collected or acquired over time.

"While designed to complement each other and work together, each piece in these bedroom collections also stands on its own," said CEO Harvey Dondero. "This approach addresses the needs of retailers by simplifying the merchandising process, and enables consumers to create a look that is unique to each individual. Consumers at this level want their rooms to appear as though they have spent a great deal of time searching for the perfect piece, something extraordinary they found on a trip abroad, for example."

While the company has long included beds in its successful business model, this is the first time beds will figure in complete bedroom collections.

The collections combine different shapes, finishes and materials, including exotic veneers such as Argentinean walnut and figured ofram and anegre, crocodile-embossed leathers, and details such as custom-forged hardware created in the company's own foundries.

Introductions include the Shrewsbury collection, which features an Argentinean walnut checkerboard veneered bed, with an arched, serpentine headboard. Correlating pieces in the collection include the Shrewsbury Beidermeier floor mirror inspired by a Biedermeier original, and a serpentine-lined chest of drawers with woven rattan paneling.

In all, the new bedroom selections include six distinctive lifestyles integrating a variety of design options. They will be displayed on either side of a grand colonnade in the company's new showroom opening this Market.