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Hooker Furnishings Plans West Coast Debut of “M” in Las Vegas

July 24, 2023  by HFBusiness Staff in Business Strategy, Designer Weekly, Industry, Las Vegas, Market   

Offering a casual modern style, the brand targets design conscious consumers, retailers and interior designers with a curated assortment of upholstery silhouettes and complementary occasional items that deliver an upscale, timeless aesthetic – a look the company feels will resonate strongly with its west coast customer base.

“After a successful launch on the east coast this spring, we are confident that our new M brand’s casual modern style – which carries a decidedly west coast design aesthetic – will resonate with our partners in this region.” said Johne Albanese, chief marketing officer at Hooker Furnishings.

“Our partners who saw the line in Hight Point have affirmed to us that the brand aligns with the lifestyle aesthetic that today’s younger consumers are asking for.”

Combining Hooker Furnishings’ domestic upholstery manufacturing capabilities in North Carolina and Virginia with its global case goods sourcing expertise, the new brand includes upholstered sofas, sectionals, accent chairs, ottomans, dining chairs, and beds as well as a variety of accent items including occasional tables, consoles, and bookcases.

Inspired by organic earth tones that blend classic modern and transitional styles effortlessly together, pieces in the new brand range from traditional designs rooted in simplicity with clean lines and expert tailoring, to new transitional designs that embrace a more relaxed and casual feel.

"A modern design aesthetic truly lies in the details and proportion of a piece. It is never fussy or overembellished,” said Becky Weber, senior vice president, merchandising, for Hooker Furnishings’ M brand.

“With that in mind, we focused intently on using the most authentic materials when creating this collection. The fabrics are soft and luxurious, featuring 100-percent cotton velvets, wool mohair, and beautiful bouclés from Europe.  We also specified solid woods, like mahogany, as well as natural travertine and marble for our accent pieces."

Highlights of the product assortment in Las Vegas include:

Myrtle Sectional: Modern, large and aesthetically dreamy, the Myrtle Sectional is everything we are loving all at once. Featuring a rich neutral color palette in a subtle plaid boucle on a solid white oak plinth base, this three-piece sectional is a chef’s kiss to the living room. Inspired by life in a different time and crafted for today’s modern consumer, the Myrtle is sure to make any room it is styled in one you never want to leave.

Ren Track Arm Sofa: Deep and dreamy, the Ren is a transitional modern track arm sofa that genuinely feels as good as it looks. Designed with arms that are subtle and recessed, back and seats that are loose, and a bump out front rail, this leather-only style demands the attention of everyone in the room. Available in a modular sectional, sofa, chair and ottoman, the Ren collection fits every interior need, and then some.

Eden Occasional Table Collection: Characterized by updated tambour design elements, the simplicity of the Eden tables with their graceful arcing silhouettes and dramatic ebony finish, allow the classic design features to speak for themselves.

Along with the new product assortment, the company also has several marketing initiatives and social events planned for the July Market:

The Daily Buzz: The Hooker Furnishings showroom will again be hosting its popular happy hour, “The Daily Buzz,” Sunday through Tuesday of Market, beginning at 3 p.m. Customers are encouraged to stop by at their leisure for “a daily download, where drinks are poured, and tea is spilled.”

Las Vegas Market 2023 Summer Designer Soiree: Hosted by Las Vegas Market, Hooker Furnishings will participate as a product sponsor at the bi-annual, invite only designer reception on Monday evening, July 31, 2023, from 6:30 - 8:00 p.m. at Legacy Club in the Circa Resort & Casino. Invited attendees will have the opportunity to enter a raffle for the chance to win a piece of their choice from the M collection (up to a $2,000 value).

The M, Bradington-Young, Hooker Furniture and HF Custom brands can be found in the Hooker Furnishings Showroom in Building A, Space 236. Sunset West, a division of Hooker Furnishings, will continue to occupy its dedicated showroom in Building B, Space 162.