Chromcraft Revington Unveils Youth Brand in Las Vegas

February 2, 2010  by in UnCategorized   

By Home Furnishings Business in Youth, Juvenile Furniture on February 3, 2010

Chromcraft Revington, West Lafayette, Ind., introduced a new brand targeting the fast growing "'tween" market and kids up to age 18 and beyond through its CR International subsidiary at this week's Las Vegas Market.

CR Kids and Beyond rolled out with collections in a range of styles, including cottage, contemporary, Country French, rustic and to transitional. The collections, including a complete program called EZ Bunks, are featured in Chromcraft Revington's Las Vegas showroom on the 13th floor of World Market Center's Building B.

Dressers are priced from $399 to $599, suggested retail. Headboards, beds and bunks range from $199 to $999, suggested retail. Rollout of additional youth collections and other product categories is set for the April High Point Market.

"With our new CR Kids and Beyond, we very deliberately incorporated the term 'Beyond' to demonstrate that we're committed to designs that are expected to grow with a young person through college and into their first apartment," said Bill Benton, president, CR International. "The 'tween market is generally focused on kids from 8 to 12. Beyond age 12 is a market that we are also addressing with these products. By high school, most kids have their own cell phones, iPods and laptops, and these kids have very strong ideas about their personal style, whether it's what they wear or how their rooms are furnished."

Nielsen, at the CTIA Fall 2008 trade show, indicated that the starting age for cell phone use and ownership is dropping, allowing increased marketing communications to the 'tween demographic.

"Today's young people tend to be the style setters of their homes," said Sean Slack, vice president of merchandising, CR International. "However, what parents still demand is a focus on value. What we anticipate accomplishing with CR Kids and Beyond is meeting the expectations of our 'tween consumers when it comes to style and design, while going beyond what parents expect in terms of value, quality materials and the type of functionality that meet family's needs throughout the school years and beyond."

CR Kids and Beyond is designed to appeal to the broadest base of consumers, according to Tom Liddell, senior vice president, sales and marketing, CR International.

"We've done our homework and created products that people are likely to buy," he said. "Product scale was another important consideration in the design process. Our youth furnishings are appropriate for the downsized home, apartments, cottages, cabins and small guest rooms."

The foray into youth furnishings represents expansion for the parent company. "We believe in the potential for this new product venture," said Mike Hanna, senior vice president, Chromcraft Revington. "Good people coupled with good products yields great results."