Fine Furniture Design’s Veranda Makes a Splash at Retail

July 11, 2018  by Jane Chero in Business Strategy, Designer Weekly, Industry   

“In addition to the fresh product design, the marketing and merchandising program that Fine Furniture Design has developed to support the collection is a value-added benefit for us,” said Texas-based Louis Shanks Furniture President and CEO Mike Forwood. “Having the opportunity to reach the engaged readers of the magazine who are obviously very interested in updating the interiors of their homes is a great market for us to tap into and I believe the on-trend, fresh designs will appeal not only to more mature consumers, but also to sophisticated millennials.”

 Presented last fall in Fine Furniture Design’s showroom, the group is part of a turnkey merchandising solution that offered retailers the ability to duplicate the lifestyle displays in the showroom vignettes, which, in addition to the furniture, included three coordinating custom wood flooring options, making it easy for them to recreate the same look of the showroom at retail, allowing customers to get the look for their own homes.

“The program was part of an incentive for retail placements at the Fall 2017 High Point Market,” said Anna McGaha, marketing director for Fine Furniture Design “Participating retailers received the flooring and Veranda-branded signage at no charge, complete with point-of-sale materials and brochures outlining how consumers can purchase the flooring for their homes. “Not only has it provided consumers with the ability to bring the look and feel of the pages of Veranda magazine into their own homes, but it also maximizes square foot profit on retail floors for our retail partners,” she continued.

Louis Shanks Furniture took advantage of the coordinating flooring options, installing it throughout their stores where the collection is on display. “From a merchandising perspective, it really ties it all together, which is what you have to do at retail today to create a lifestyle that consumers will buy into,” Forwood said.

“Our customers come into our stores to be inspired and to create a totally new environment in their homes,” he said. “This program gives them the whole lifestyle that not only includes the furniture, but the flooring and the accessories as well. We think it’s going to be a real winner at retail.”

The flooring is manufactured by LM Flooring, a subsidiary of Fine Furniture Ltd.