Flexsteel to Unveil New Solid Wood Whole Home Collection

September 16, 2021  by Laurie Northington in Business Strategy, Industry   

The major new collection named Chevron addresses bedroom, dining, occasional and home office with rustic sophistication and an organic, textural vibe. Crafted in solid pine, and marked by subtle, V-shaped pattern details, the complete whole home collection is Flexsteel's first entry into the solid wood arena.

"Historically, we launch a bedroom group first, and then build on its success over time with the addition of correlated dining and home office collections at subsequent Markets," relates Tim Newlin, vice president of product management. "Our goal with Chevron is to make it easier for retailers to make a major impact on their floors, refreshing their assortment with pieces that work cohesively throughout the home. At the same time, feedback from our dealers throughout the past year-and-a-half has made it clear that consumers now are seeking better quality goods across the board, and we know they equate solid wood with higher quality." 

In line with current design trends driven by consumers' need to connect with nature, Newlin says "it was important to choose finishes that would allow them to see and feel the natural wood grain." As such, Chevron is available in a choice of two finishes, Stone and Ebony, which play well with each other and are meant to mix and match across categories. "The key to Chevron's appeal was to bring the beauty of the organic materials to life with low-sheen finishes," he notes.

Loaded with quality features like soft-close drawers, and light sensor switches built into headboards, which Flexsteel has not previously offered in its case collections, Chevron is nonetheless designed to be surprisingly competitively priced. "The mission of the design team from the get-go was to create in Chevron a clear value in solid wood furnishings, that would stand out and apart on retailers' floors."