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From Home Furnishing Business
Hooker to Launch First Solid Wood Collection
September 24,
2019 by Jane Chero in Business Strategy, High Point, Industry, Market 
Hooker Furniture (NASDAQ: HOFT) will unveil its first solid wood group, the Montebello Collection, at the Fall High Point Market. The 25-piece collection of bedroom, dining room and occasional furniture is aimed at discerning consumers who demand fresh styling while appreciating the value and durability of solid wood construction. It is available in two color combinations: a two-tone look with a combination of white on solid poplar with brown solid alder tops or a single finish look with a brown finish on solid alder.
Featuring casual traditional styling, the collection carries an aesthetic that is updated for today with slightly smaller scaling. “Our research shows that the solid wood segment is growing faster than any other segment of the case goods business,” said Pat Watson, vice president of merchandising at Hooker Furniture. “The classic traditional styling and the availability of two distinct finishes will appeal to a wide range of consumers.”
The alder has a traditional nutmeg brown finish called Carob Brown that is hand-planed and softened to create a naturally aged look, and then hand rubbed for enhanced softness. The poplar, meanwhile, has a sandblasted soft white finish called Danish White with a low sheen that delivers a soft, casual look.
“Many of our retail partners have been asking us to do solid wood for some time,” said Watson. “Even though veneers have been used in furniture construction for centuries, solid wood has always been an important niche. We’re excited about the growth potential it represents.”
Key pieces in the Montebello Collection are a panel bed with an adjustable height headboard. Both storage and non-storage footboard options are available.
Other bedroom pieces include a 12-drawer break-front dresser, a landscape mirror, a five-drawer chest, a three-drawer shaped bachelor’s chest, a three-drawer nightstand and a drop-leaf telephone table. In addition, the collection has a modestly scaled master chest that stands 69-inches tall and provides ample storage space for either stacking or hanging garments.
Dining room pieces are headlined by an 82-inch rectangular table with a 20-inch leaf and built-in leaf storage. A 56-inch round leg table with an 18-inch leaf provides comfortable seating for six. An 88-inch tall sliding-door display cabinet provides a dramatically tall storage option. A 76-inch buffet ships with interchangeable wood and glass doors offering both dining and entertainment functionality.
Two occasional settings include an all-wood 48-inch rectangular cocktail table with a matching rectangular end table and a 38-inch round cocktail table with matching 24-inch round end table. Finally, a 56-inch by 28-inch writing desk provides a home office desk option.
The new collection will be on display in Hooker Furniture’s High Point showroom, space C-1058 of the International Home Furnishings Center.