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From Home Furnishing Business
Sam Moore Launches the Chapman Upholstery Collection
May 21,
2021 by Laurie Northington in Business Strategy, Industry 
Sam Moore, a division of Hooker Furnishings, has announced the upcoming launch of its Chapman upholstery collection, marking the first time the brand has developed a line that coordinates with a collection from one of its sister divisions – Hooker Furniture.
Hooker Furniture manufactures the Chapman line of case goods, a casual-contemporary whole home group Targeting Gen X and millennials.
“This collaboration takes advantage of the broad-ranging design and manufacturing strengths of our company,” said Jeremy Hoff, CEO of Hooker Furnishings. “Tapping into Sam Moore’s domestic finishing and custom upholstery capabilities and Hooker Furniture’s industry-leading design and global sourcing, together, we have developed a collection that enables consumers to furnish their homes with a cohesive look for the whole home.”
With the collaborative efforts, come some additional upholstery styling categories for Sam Moore. While the company has been transforming its product line over the past several Markets with more moderns and contemporary styles, pieces in the new Chapman upholstery collection adds a more sophisticated style with some new design features that fill a void in Sam Moore’s portfolio.
Pieces in the upholstery collection include two contemporary sofa styles with metal accents — a first for the product line — a sectional with exposed wood legs that tie into the finish of the case good pieces and four accent chairs.
The chair offering includes a slipper chair with metal accents, a shaped armless chair, a wing chair with unique angles to the arms and back and a barrel-back swivel chair with a transitional design and an exposed wood base.
“Chapman offers updated styling with a relaxed, casual feel,” said Sandi Teague, vice president of merchandising for Sam Moore. “Presenting an updated look inspired by downtown urban living, the pieces exude a more modern style, which helps to expand our product offering to a broader — and younger — audience, which is a key growth area for us.”
The Sam Moore Chapman upholstery collection will be introduced at the upcoming Spring High Point Market in the Sam Moore and Hooker Furniture showrooms, which are located in the International Home Furnishings Center’s (IHFC) Commerce section on floor 10, suite C1058. Hooker Furniture has an additional space in InterHall, space 301. The Spring High Point Market is scheduled for June 5-9.