From Home Furnishing Business
Thomasville, Jena Hall Team on Elements & Origins
Thomasville has partnered with designer Jena Hall to create a series of furniture collections under the Elements & Origins umbrella.
The collections will be introduced in October at the Fall High Point Market.
Hall said the series is named Elements & Origins because it is inspired by the creative impact our forefathers have had on American home furnishings, a style she dubs “American Nouveau.” Updated for the way people live and decorate today, while celebrating family origins, the collections are based on heirlooms and cherished possessions.
The collections will include case goods and upholstery and the first introduction will offer Northern European influences from Paris, Britain and Scandinavian regions.
“Elements & Origins offers consumers an exciting way to use their treasured family pieces while adding newer, more functional items that blend seamlessly in a room as though they have always been part of a family’s personal journey,” Hall said. “The collections in this series are uniquely and distinctly identifiable of the regions that they draw inspiration from, yet can easily be mixed and mingled together. Whether driven by family heritage or elements that replay memories of recent adventurous travels, these collections are more than beautiful furnishings—they are the stories that we know and love to tell.”
Paul Peters, senior vice president of merchandising for Heritage Home Group, believes the time is right for the Elements & Origins furniture series.
“Encompassing nearly 100 pieces, this series is a major move for the Thomasville brand,” he said. “It is a fresh palette of on-trend finishes and updated traditional forms that not only tell a story, but puts our consumers at the very heart of that story. It is vibrant and perfectly scaled with price points that fall in the ‘better’ and ‘best’ categories—I could not be more excited about these collections.”
Thomasville has a number of things planned for marketing Elements & Origins.
“For the launch of Elements & Origins, we have a robust marketing playbook for our retail partners,” said Roxanne Bernstein, chief marketing officer for Heritage Home Group. “This playbook will not only include display and signage packages, planograms, and inspirations, but it will also include television commercials, tear sheets, print advertisements, and digital banner ads to be used at the discretion of our retail partners. Our national support will supplement their local efforts in order to deliver a powerful message to shoppers. We are driving Thomasville back to what it does best—delight consumers and build the business of our retail partners. We intend to make a big splash with this launch.”