From Home Furnishing Business
Borkholder to Launch New Case Good Category at Pre-Market
2019 by Laurie Northington in Business Strategy, High Point, Industry, Market
With Select, the company aims to help retailers capitalize on a growing opportunity in the marketplace: Consumers seeking quality solid wood dining furniture accessibly priced and scaled for today’s living environments where space is at a premium.
“Borkholder Furniture has long been known for heirloom quality, solid wood furniture bench-built in the heartland of America by talented Amish craftspeople using techniques handed down across generations,” said Bill Cubberley, director of business development. “The company has grown into a leader in the category by never wavering from a mission to build dining furniture designed to last a lifetime with Amish standards, one beautiful piece at a time. That has not and will not change. But we also recognize that there is a need in the marketplace for quality dining furniture sized for homes where space is an issue and that is a niche we intend to fill. And, we have made a commitment to have the furniture in-stock and available for immediate shipment.”
In creating Borkholder Furniture Select, “We are offering retailers a new concept designed to attract consumers at both ends of the furniture shopping demographic—aging Boomers who are gravitating toward to condos and townhomes in walkable neighborhoods in greater and greater numbers, and younger apartment dwellers who move frequently as they establish their careers and families,” said Mike Lemert, general manager of Borkholder Furniture.
According to the executive, both are frustrated by the lack of quality dining tables and chairs in the marketplace designed to fit smaller homes, condos, townhouses and apartments. “Aging Boomers are rightsizing and finding that much of the traditional dining furniture they enjoyed over the years simply does not fit their new living spaces or lifestyles. At the same time, many younger consumers are growing tired of the cheap, disposable options that are flooding the marketplace. In addition to an increasing appreciation for quality, these consumers are also becoming more aware of the sustainable aspect of quality, solid wood furniture…furniture that will not need to be thrown out after a move.”
Borkholder Select—which initially encompasses furniture for dining but will grow to embrace bedroom and living room as well—is designed to attract these consumers with fresh styles and goods priced well below industry norms, in addition to quick shipment. “Select dining rooms are handcrafted using maple solids, available in either a maple or cherry finish,” says Cubberley. “These are in-stock designs with the same Borkholder quality and lifetime warranty that have set the company apart for decades. They can be ordered on Monday and shipped by Friday.”
At Pre-Market, Borkholder will show three traditional dining tables in multiple sizes and four chair options. The Hudson Table features a curved leg, waterfall edge and self-storing 18-inch leaf; Franklin a tapered leg, waterfall edge and self-storing 18-inch leaf; and Carter is a center pedestal table with waterfall edge and a 12-inch leaf that opens to 48-inches round.
“Borkholder Select will enable dealers to offer a table and four chairs in solid maple for $1999,” Cubberley added. “We will also be offering a full complement of consumer-facing point-of-purchase materials touting the benefits of purchasing quality furniture scaled for today’s lifestyles, handmade in the heartland by Amish craftspeople, and available for quick delivery. We believe this will be a great differentiator in the market and winning message that will resonate with shoppers.”