Norwalk Rolls-Out Smaller Scale, Contemporary Styles

April 3, 2019  by Laurie Northington in Business Strategy, High Point, Industry, Market   

The designs were created to appeal to both Millennials and Baby Boomers – two key demographics driving sales of furniture today. As both groups move into the home buying market – buying their first home or downsizing – the company is responding to the needs of each with smaller scale, modern styled furniture.

“While there are many differences between the two generations, they are very similar in their needs for home size and furniture purchases,” said Caroline Hipple, president of Norwalk Furniture. “Whether it’s a small starter home for a Millennial or a downsized condo in the city for an empty-nest, retired Baby Boomer, we are preparing our product line for this inevitable shift in consumer preference from larger, traditional styles to smaller scaled pieces with updated styling.

“In fact, we’ve been tracking this shift for some time now and not only have we seen it throughout our travels – both domestically and abroad – we are also reading the trend through the increase in sales of our contemporary and smaller scale products,” Hipple continued. “These marketplace observations and sales statistics tell us that this style category will only continue to grow from here.”

Contemporary styling with several nods to mid-century modern design and scaling are prevalent in Norwalk’s product introductions this spring. The looks are achieved through updated design elements including floating forms, a mix of angular and curved profiles and conversation-starting details. Highlights of the April Market introductions include:

Luna Sofa: The crescent-shaped Luna sofa has the appearance of floating in space. Featuring an ultra-low, lounge-like seat, Luna features an asymmetrical seat and back profile, providing comfortable support while sitting in the center, as well as more casual seating on either end.

Mars Cocktail Ottoman: With a racetrack-shaped silhouette and a converging top to bottom profile, the Mars Cocktail Ottoman has a modern appeal. Two exposed over-scaled gold accent zipper runs vertically down both sides of the ottoman, adding interest and a touch of glam.

Venus Swivel Chair: The Venus Swivel Chair offers a nod to mid-century modern styling with its angular forms and exposed wood arms in a walnut finish. Tailored seams cascade vertically down the sides and back of the silhouette, perfectly aligned with the angular dip in each arm and the chair back.

Cosmos Sofa: Merging contemporary and traditional design aesthetics, the Cosmos Sofa has refined scaling, making it easy to place in many rooms. The pulled together look is characterized by its narrow track arms, contemporary bench-style cushion and two cylindrical bolster pillows.

Mercury Chair: Inspired by a modern European design, this mid-size club chair is characterized by its sinuous “S” shape curve on the side profile of the arms. The comfortable seating is a result of a low-slung tight seat design, which waterfalls over the front and beyond the arm. Fully upholstered legs offer a contemporary vibe.

Louise Variations Program: Providing consumers with the opportunity to select from 26 style choices, including three sofa lengths, a loveseat, two chair sizes, three ottoman shapes and a sectional in almost endless configurations, the Louise customizable upholstery program offers something for everyone. All pieces are available with a choice of four arm styles, two back styles, four leg styles, two back heights as well as welt preference. A unique hexagonal shaped ottoman fits into the corner wedge of the sectional, creating a large lounging area, which is popular amongst millennial consumers.