Schnadig "Goes Through the Roof"

April 1, 2012  by in UnCategorized   

By Home Furnishings Business in High Point on April 2, 2012

Schandig International has added 14,000 square feet on the International Home Furnishings Center's sixth floor, directly above present fifth floor location.

The move represents the largest existing tenant expansion this market within the International Home Furnishings Center.

"We've literally gone through the roof,: said Jeff Young, CEO and chairman of Schnadig. "We went straight up into the sixth floor with a spacious staircase connecting the two."

The showroom space has been intact since Schnadig's current management took over the company three years ago. During that time the company expanded from a single portfolio to four major portfolios, including Lauren Ralph Lauren and Caracole at the high end, and Compositions and Schnadig at the promotional level.

Those additional portfolios soon made it difficult to show both new introductions and product from the previous markets. There was no space to exhibit introductions which were more than a year old.  

"In addition, Richard Feng, CEO and chairman of Markor, our parent company, encouraged us to consider showing a minimum of 90 percent of both our Lauren/Ralph Lauren and Caracole products," Young said. "Mr. Feng simply was not comfortable with the fact that our presentations were not keeping pace with our internal growth. This reality was even more salient as it relates to our international customer base, many of whom only attend one High Point market a year." 

The new staircase is located at the interior entrance of the existing Lauren display on the fifth floor, directly across from the showroom's dining area. Handicapped access is easily available via the alley on the sixth floor, and attendants will be standing by during market to assist and direct visitors.

The expansion allows the company to properly segment each portfolio and to spread out collections, creating a more comfortable buying experience for visitors. Higher-priced Caracole and more medium-priced Caracole Light and Lauren Ralph Lauren product will be generously expanded and shown on the fifth floor. The more promotional Schnadig mix of case goods and upholstery along with the opulent Compositions line of exposed wood upholstery and correlating occasional tables will be featured on the newly-connected sixth floor.

Young said Schnadig is proud to have grown business during uncertain economic conditions for home furnishings.

"Fortunately, our 2010 strategy of diversifying our products and therefore widening our collective retail audience has been successful," he said. "Of course, Caracole and Lauren have led the way in terms of exceeding our original volume projections; but our re-vamped entry level introductions from Schnadig along with a demonstrative 360 degree 'turn' in the styling of our Compositions upholstery have all contributed to the expansive showroom result you see here today.€  

He added that the most recent boost to Schnadig's growth has been its tactical partnership with upholstery manufacturer Key City Furniture, North Wilkesboro, N.C.

"This strategic relationship has helped us gain substantial placements of Lauren upholstery with three, multi-store national accounts," said Young. "In addition, we are now beginning to realize meaningful volume in special orders for Lauren custom fabrics from our existing Lauren dealer network. Working with Key City the past nine months has given us the confidence to move forward with the April introduction of our Caracole Custom Upholstery program this market to satisfy the obvious demand for additional fabrics that will now grace our high-fashion Caracole upholstery frames."

Schnadig dealers have been invited to a "wine and dine" gala on Friday evening, April 20, for an exclusive showroom preview. Extra personnel will be on hand throughout the market so buyers won€™t have to wait long for a guided tour.