Flexsteel Integrates Wynwood into Line

June 9, 2014  by in Business Strategy, Casegoods, Industry, Product   

At that time, the company's Wynwood line, a subsidiary of DMI, will be known as Flexsteel Wynwood collection. 

The change will make Flexsteel a total home supplier for its retail customers giving them the access to casegoods, as well as the company's upholstery line. The integration will allow the entire Flexsteel line to be delivered on the company's trucks and the current sales force will manage retail accounts.

"We are confident that the integration of Wynwood merchandise into the Flexsteel product portfolio will be of great value to our customers," said Lee David Fautsch, senior vice president of sales for home furnishings. "We are prepared to represent, service and deliver the Flexsteel Wynwood collection with the same level of expertise that our customers have grown to expect from Flexsteel."

The company's inventory and merchandising plan for the collection will mimic the Flexsteel business model for its Latitudes line. The Flexsteel Wynwood line will feature its own catalog, merchandising and marketing materials, signage and more. It will also be refreshed to better complement the company's leather and upholstery lines.

The company plans to showcase the Flexsteel Wynwood collection in its Las Vegas Market showroom this summer. Designs are underway for new product to be unveiled this fall at the High Point Market.