Daily News
From Home Furnishing Business
Dorel Revamps Showroom at High Point Market for “Whole Home Vision”
October 19,
2022 by HFBusiness Staff in Business Strategy, Industry 
The Dorel Showroom (C&D Space 9A) at Fall High Point Market may be unrecognizable to returning buyers this year. A modern, upscale space designed to lead marketgoers through an easy-to-shop presentation that underscores the manufacturer’s “Whole Home Vision” will be found in place of the walls and complex layout.
The revamped nineth floor showroom showcases what Dorel Home—a segment of Dorel Industries Inc. — stands for, with a focus on the small space and ready-to-assemble products for the storage specialist. Additional space on the eighth floor is dedicated to higher-end case goods geared for brick-and-mortar furniture stores.
Both spaces offer thoughtfully designed product stories and collections representing the company’s licensed partnerships with names like The Paris Hilton x Novogratz, CosmoLiving, Queer Eye, Mr. Kate, and in-house brands like Little Seeds.
According to Claudia Grundman, vice president of global brand partnerships for Dorel Home, the showroom redo was initiated by a need to simplify the shopping process for buyers.
“In the past, while there were areas of branded product throughout, each division of the company (and there are many) also had their own presentation areas,” Grundman said.
“This meant it wasn’t unusual for a buyer to trek from one end of the showroom to another to see coordinating products. While Dorel Home has always had a whole home vision, it wasn’t readily apparent.”
Grundman continued, “We have been steadily increasing our emphasis on domestically made products, and highlights throughout the redone space reinforce our ‘We Think Local’ focus for 2023, as well as sustainable innovations in each of our domestic factories located throughout the U.S. and Canada.”
“Overall, I think the new showroom will help a lot of marketgoers experience Dorel Home in an entirely new way,” Grundman said.
New product categories to look for this Market include wall beds and closet systems, the new capsule collection, glamorous furniture at affordable prices, inclusive furniture for all kids and genders that grow with your children, curated furniture to empower women and more, each uniquely presented from their collaborators.
Grundman concluded, “Furniture retailers in particular need to connect with new consumers, and we have designed our showroom to clearly demonstrate how (we can) with exciting products that speak directly to how people want to live now.”