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From Home Furnishing Business
Fusion Designs See American Hardwood as the Next Big Thing
October 3,
2023 by HFBusiness Staff in Business Strategy, Industry 
According to Marcus Bontrager, president of Fusion Designs, the next big thing in wood furniture is white oak. Fusion Designs, a leader in solid wood, domestically produced case goods, sees the American hardwood species coming on strong in 2024 as consumers begin to seek out lighter, more natural finishes.
Bontrager said white oak figures significantly in the company’s portfolio heading into the new year. Fusion Designs will offer the first hint of what’s ahead at the High Point Market next month with the introduction of the Addison Panel Bed.
Crafted of plain sawn white oak, the bed will be shown in “chalk,” which the executive described as “a natural look with a subtle white cast and a coastal vibe.”
“Consumers are looking for something new and fresh,” Bontrager said, “and I believe white oak is going to stand out on store floors. While red oak has typically been the wood of choice when it comes to furniture making, it has a grainy or feathery texture when finished, and a yellow-gold appearance that has long been associated with ‘country’ style furniture.”
Bontrager continues, “People are moving away from browns with reds and yellows in them, and more medium brown tones are taking hold, while the grey finishes that have dominated for so many Markets are being edged out as buyers seek to excite shoppers.”
Although Bontrager noted that white oak is more expensive, he added he expects the species to quickly gain in popularity, thanks to the smooth, modern look it imparts.
“To this point, we haven’t really had a lot of lighter colors in our line. Brown maple doesn’t stain well in lighter colors, and red oak, with its reddish hue, can look pink in lighter finishes.”
“White oak, on the other hand, gives us the opportunity to achieve the lighter colors we’re after because it has a more relaxed grain pattern. We can’t wait to show off the first of many designs to come as we work to round our line in an ongoing effort to appeal to the tastes of younger consumers.”
The Addison Bed will be offered in two design options: One, with a headboard and footboard upholstered in an easy-care performance fabric (suggested retail $2,800), and the Panel Bed, suggested retail $2,400.