Vaughan Furniture, John Scarsella Partner up for New Case Goods Venture

February 21, 2007  by in UnCategorized   

By Home Furnishings Business in Case Goods on February 2007 Vaughan Furniture Co., Galax, Va., and John Scarsella, the former CEO of Durham Furniture, have joined forces to launch a new up-scale, domestic case goods manufacturer called Virginia Sterling.

The new company will debut at spring High Point market in a 5,000-square-foot showroom located at 228 Market Square with four solid wood bedroom collections. Virginia Sterling will target the middle to upper middle segment of the market with retail prices for bedrooms ranging from $2,999 to $3,999; and focus on providing a limited network of retailers with exclusive products and services. Product is scheduled to ship in June.

Vaughan, currently in its 84th year of operation, sees Virginia Sterling as an opportunity to take greater advantage of its domestic manufacturing assets and expertise. Virginia Sterling will be an independent division of Vaughan with all products manufactured in the Vaughan’s 350,000-square-foot Galax plant, where Vaughan also has an on-site lumber yard, dry kilns, and distribution center.

“We have incredible talent, resources, and experience in our domestic operation” said Vaughan President Taylor Vaughan. “The Virginia Sterling division will allow us to use and grow those resources to their fullest potential. Our people couldn’t be more excited about providing high quality, great looking furniture that is manufactured right here in Galax.”

Scarsella & Associates, a furniture marketing and sales firm owned and operated by John Scarsella and his son Michael Scarsella, will direct all product development, sales, marketing, and customer support for Virginia Sterling from their offices in Canfield, Ohio

John Scarsella spent 15 years in retail prior to moving into the wholesale end of the industry. In 1993, his marketing company was retained by Orville Mead, then president and part owner of Durham Furniture, to develop and oversee the company’s sales, product design, and marketing operation. Durham enjoyed tremendous growth and success and in 2002, following Mead’s death, Scarsella became Durham’s CEO. In 2005, he left Durham and has spent the last 18 months honoring his non-competition agreement.

“I can’t express how thrilled we are to be working with the Vaughan family and their staff.” John Scarsella said. “They truly are one of our industries great American companies and Virginia Sterling will stand as a direct representation of their integrity and commitment to their community.”

“We are committed to the independent retailer and we understand what they need from vendors – style, quality, value, service and, most important, a truly protective distribution philosophy that is diligently managed and maintained allowing each dealer to effectively market Virginia Sterling in their trading area and maximize profits.” said Scarsella.

“The Scarsella’s have a successful track record, unmatched enthusiasm, and a deep understanding of the market Virginia Sterling will target – when you combine that with Vaughan’s history of superior domestic manufacturing we have no doubt that the Virginia Sterling division will be successful,”,said Bill Vaughan, Vaughan CEO.