Spectra Home to Unveil Rebrand at High Point

October 12, 2018  by Laurie Northington in Business Strategy, High Point, Industry, Market   

The rebrand comes complete with revamped special-order capabilities, an upgraded warehouse program, a new white glove delivery service for designers, a brand new, user-friendly website, a new logo and the largest new product offering in its history, including its first foray into the motion furniture category.

Spectra Home is the U.S. marketing arm of Hangzhou, China-based Shayne Global Holdings, and targets Top 100 and independent retailers across the country, as well as interior designers. Devoted to the manufacture of better-end fabric and leather upholstered goods, Shayne Global went public on the Taiwan Stock Exchange (SGH, Stock Code 8482) last month. 

Led by President Robert Cribbs, who joined Spectra Home earlier this year, the company has been in the midst of a major rebrand effort. Among the initiatives, the company is rolling out new special-order capabilities for retailers at Market.

“This is far more than a new program. We are no longer offering special order on select frames and fabrics. Rather, special order is now a universal capability throughout our entire line,” said Greg Curry, director of merchandising and product development. “All of our high-quality, bench-made, eight-way hand-tied silhouettes are fully customizable, with any fabric or leather on any frame, and retailers and designers can change nail heads and wood finishes on any piece within our line.”

“With some 80 containers per week bound for the States loaded with custom orders, Spectra Home’s parent company consists of nine vertically integrated factories in one compound. The company pours its own foam, operates two solid wood frame factories, a wood carving factory, spray finishing plant, and three enormous upholstered furniture factories with some 65 product development people tasked with nothing but sampling. Additionally, at any given time, Shayne Global carries more than 600 fabrics and 100 leathers in inventory. Custom orders are produced in 14 days,” added Curry.

Meanwhile, “best-selling products—some 153 SKUS—are warehoused in California and High Point and are available for immediate delivery,” Curry continued. “Additionally, all the new silhouettes we are introducing at Market are stocked and ready for immediate delivery, enabling dealers to freshen their floors with the latest styles straight away. That’s a big change for us. Historically, we would introduce product, wait to see what hit at Market and then decide from there what to put in the warehouse. We are so confident in the scale, the price and the remarkable value of our new designs, that we’re putting our money where our mouth is. We are stocking the goods as they launch.”

Although the company does not require minimum opening orders, a new Platinum Warehouse Program is being unveiled at Market to reward dealers who make significant commitments with special pricing, free catalogs, fabric swatches and finish boards, as well as a full array of smart sales aids and collateral to engage customers. According to Curry, all the changes have been made “because we realized we were not as retailer-friendly as we should be. On the service side, we have re-evaluated everything to ensure that the customer is at the heart of everything we do.”

In regards to the company’s new product offerings, Curry stated: “With the merger of the Palatial Leather and Spectra Home’s lines complete, our product line has been re-shaped and reimagined, leaning into the outer edge of transitional and modern fashion design. Simply put, what retailers and designers will see from us in October will be sexy and cool with a great quality story.”

This Market, Spectra Home is set to begin Spectra Home Final Mile, a new, seamless logistics solution available to all of the company’s design customers and buyers within the 48 contiguous states.

“A true white-glove experience is about exceeding customer expectations from purchase to delivery,” said Christine Pressley, director of operations. “Now, product can start at the Spectra Home dock and end in the customer’s room of choice, unpacked and set up with up to one hour of deluxing prior to delivery, without the interior designer or retailer ever having to touch it. They don’t have to have a warehouse facility and the service includes real-time visibility and shipment tracking.”