Classic Brands Flex’s Boxed Bedding Muscle, Launches RTA Furniture Lineup 

September 26, 2019  by Jane Chero in Business Strategy, Industry   

The lineup brings the company’s proficiency in logistics, sourcing, packaging and product design to the furniture space, targeting young couples and Millennials who already are comfortable making big-ticket purchases online. Nearly all items can be shipped via UPS and FedEx and are being stocked at Classic’s distribution centers in Maryland and California, which recently have been fitted with “first scan” technology that instantly generates a tracking number and sends it to the consumer.

“This is a terrific opportunity for us take the knowledge we’ve honed over the years with our boxed bedding products and apply it to furniture,” said Scott Burger, chief executive officer of Classic Brands. “We believe our success with boxed bedding, where we pioneered the concept and created an entirely new delivery system for mattress, will translate to furniture. We’re targeting many of the same demographic groups and retail channels.”

Burger said the new products are not just for the e-commerce channel, since brick-and-mortar retailers need only invest in floor samples, taking advantage of Classic’s drop-ship program that relieves them of the burden of warehousing the merchandise.  

The company has increased its in-house staff significantly, adding many people with expertise in quality control, sourcing, engineering, logistics and product development to accommodate the furniture ramp-up. “Our retail partners have come to expect industry-leading products and services from us in the mattress business, and we now have the people in place to deliver on those same expectations in furniture,” said Burger.

The new furniture lineup includes four upholstered seating groups (sofa, loveseat, chair and ottoman), four wood daybeds, a dozen upholstered beds, and a variety of recliners, gliders, accent chairs and occasional tables. Minimal assembly is required, but even sofas and other large pieces can be unpacked and assembled in 15 minutes or less.

“Our product development team has designed these items so they can be assembled without complicated instructions or hours of frustration,” said Keith Bluestein, executive vice president of merchandising at Classic Brands. “Just like our mattresses, they can be ready to use the same day the package arrives at your door. Many of our upholstery pieces are designed for no-tool assembly.”

The sofas, which will retail for $699 to $899, and the recliners, which will retail for $399 to $599, are available in three fabric colors. In addition, the upholstered beds have wood legs with finishes that match several of the occasional pieces, giving retailers the opportunity to sell multiple items with a single order.

The lineup will be showcased at the upcoming High Point Market in the Classic Brands showroom located at 510 Furniture Plaza.