Bradington-Young Launches Collection Targeting Gen X and Millennials

September 23, 2020  by Laurie Northington in Business Strategy, Industry   

Offering more than 60 styles, the collection – called Plaza Midwood – features moderately scaled items and customizable pieces, making it the perfect collection to reach a new target audience – the next generation of luxury furniture buyers.          

Designed to better serve the younger generations who will be the brand’s primary customer in the coming years, the collection offers smaller, yet functional pieces. Targeting consumers who may live in loft-style spaces or homes with open concept floorplans, the launch is aimed at helping solidify the brand’s prominence in luxury home furnishings, creating customers for life. Also, of importance to its retail and interior design partners, the wide range of customizable options caters to a variety of consumer preferences and styles.

“This new collection targets the Gen X and Millennial demographics, as they are rapidly emerging as our target customer for the next 40 years,” said Cheryl Sigmon, vice president of merchandising at Bradington-Young. “As the younger generations start their own families, and move into their second homes, we need to grow with them, creating tailored pieces for their lifestyles. Through our research, we know that they prefer smaller, more transitionally-styled pieces and our vast leather and fabric options provide solutions for many different color palettes and textile preferences.”

The customizable stationary upholstery program includes numerous sectional pieces, two sofa sizes, swivel chairs, recliners, loveseats and chairs with coordinating ottomans.  Each item is available in leather, fabric or a leather/fabric combination and can be tailored to the customer’s personal preference with a choice of four unique arm styles and two leg styles.

The new program will be on display in Bradington-Young’s High Point Market showroom, space C-1058 of the International Home Furnishings Center during Fall High Point Market in October.