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From Home Furnishing Business

Borkholder Furniture Emphasizes Rebranding

Case goods supplier Borkholder Furniture is in the process of rebranding with new marketing materials and streamlined systems built on the company’s traditional roots.

Buoyed by momentum from last month’s Las Vegas Market, where the company hinted at a new direction, Borkholder is shifting to broaden its product appeal, said Ola Yodder, CEO. Borkholder’s product is crafted by second- and third-generation artisans in small Amish workshops.

The company is in the process of expanding its product offering to complement its traditional designs with transitional and modern styles.

“We see the coupling of proprietary designs with the kind of hand craftsmanship that Borkholder has long been known for, as the key to success,” said Tom Halvorsen, vice president.

As pat of its rebranding, Borkholder has replaced its series of catalogs with one binder featuring the company’s complete offering. The binder is designed to give sales personnel and consumers an overview of styles and includes a fold-out brochure of the company’s solid wood beds.

. “As the centerpiece of the bedroom, we know that the style of the bed is what attracts shoppers,” Halvorsen said. “The pull-out piece at the front of our new binder makes it easy for people to choose their favorite style, and then drill down to other offerings in the same collection.”

Borkholder also created a new SKU system to make presentation of the line to retailers and sales associates across the country more consistent.

“We redid our entire numeric system, a feat that never would have been accomplished in the timeframe that we managed it without the resources of our parent company, Kountry Wood Products, a leading kitchen cabinet supplier,” Halvorsen said.

Borkholder is building on its relationship with Country Wood Products to improve customer service and packaging, as well as its video, photography, print and a soon-to-be revamped website.

“Borkholder Furniture is in the midst of a renaissance and we’re gaining momentum, thanks to consumers’ increasing desire for American made, heirloom quality furniture,” Halvorsen said.

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