Daily News
From Home Furnishing Business
Legacy Launches E-Commerce Whole Home Division, Home Furniture Outfitters
March 22,
2022 by Laurie Northington in Business Strategy, Industry 
Legacy Classic | Modern will launch Home Furniture Outfitters (HFO) at the Spring High Point Market, a whole home furniture division optimized to produce a high conversion rate for omnichannel and ecommerce sales, with 85% of the line designed to ship small-parcel-direct to the consumer.
Including over 100 products in casual modern styling in the categories of upholstery, accent seating, occasional, dining, office, bedroom and fully upholstered beds, the casegoods feature quality veneers over hardwood solids or MDF construction and ball-bearing drawer guides, while most upholstery features performance fabrics. The majority of products offer easy no-tool assembly. The fully upholstered beds are easy to assemble and ship in one box, including headboard, footboard, rails and platform with no box spring required and only an Allen Key tool needed.
“As part of the Samson Marketing portfolio of brands, we are leveraging our global expertise in furniture design, sourcing, manufacturing and distribution to benefit our retailers who have growing omnichannel businesses,” said Neill Robinson, president and CEO of Legacy. The company also will offer the HFO line to ecommerce specialists.
“The goal is to make this a turn-key, seamless, high-conversion business offering incremental sales for retailers,” Robinson said, noting that HFO will provide “great packaging, photography and digital assets like room, silo and detail images” and will warehouse the line in North Carolina, ready to ship in 48 hours after order via Fed Ex or UPS, with no need for furniture retailers to open or deluxe the furniture.
With smaller scale, casual and affordable designs, the HFO line is aimed at “a younger demo or downsizing adults in townhomes, starter homes, apartments, vacation homes, urban living and guest rooms,” said Aaron Hedges, director of e-commerce for Legacy. Average retail price points for sofas are $599, and the all-in-one upholstered beds average $300. Hedges added that HFO “has 40 key SKUs on order now that will be in stock in July 2022.”
The HFO line will debut in a 3,500-square-foot showroom dedicated to over 100 products in accessorized room vignettes within Legacy’s free-standing Uwharrie Road showplace, and is featured on a dedicated website at http://www.homefurnitureoutfitters.com/. “We are building HFO for today’s digital world through integrated platforms, quick shipping and on-trend furniture,” Hedges said. “With the acceleration of the ecommerce space, HFO will be a key factor in building the future of Legacy.”