Braxton Culler Highlights Customization Capabilities at Las Vegas

July 24, 2024  by Karen Parrish in Business Strategy, Industry   

“We see a unique opportunity to present a special selection of products to retailers and designers West of the Mississippi at this coming Market,” said Donnie Lesley, senior vice president of operations. “We have had our eye on Las Vegas for some time and when Classic offered us a terrific location within its showroom, it made perfect sense for us to be there.”

Those already familiar with the North Carolina-based domestic furniture manufacturer may be surprised by the offering on display at the show, all of which plays to the company’s strengths as a whole home provider specializing in helping dealers and designers stand out in their marketplaces. This begins with the ability to regionalize its expansive product offerings in upholstery, accent chairs, bedroom, dining and occasional, from fabrics to finishes and color palettes.

Indeed, where Braxton Culler’s High Point Market showroom is heavily weighted toward traditional coastal colors, patterns and painted finishes, the overall impression in Las Vegas is a more modern, California casual vibe, focused on textural, white and off-white fabrics, mid-tone stains and darker finishes in wood, wicker and rattan.

“From a wicker and rattan casual dining vignette with a glass top table and matching seating, to a wicker and rattan bedroom look in a darker finish, the first thing buyers will likely notice in Las Vegas is the emphasis on natural materials and textures, and the way these elements blend into different style environments,” Lesley said. “Our goal with the presentation this Market is to demonstrate the quality, comfort, and craftsmanship of our products, as well as our versatility. We want retailers and designers to experience the many different ways we can help them.”

Among these, with more than 600 fabrics and leathers, and 35 finish options, upholstery options range from the highly customizable Urban Options program, which allows customers to choose the arm, the back cushion style and more, as well as an accent chair program known for its diverse range of styles and the comfort of its swivel chairs.

“We are showing a selection of best sellers in each category, items we feel can greatly assist retailers and designers reach customers looking for unique and special products for their homes,” the executive said. “The thing that truly makes Braxton Culler unique is our ability to work with customers upstream to give them product that cannot be shopped up and down the street, backed up with the quality of a made-in-America story. This, coupled with our guaranteed freight rate program, means that we can land these products to those West of the Mississippi at a competitive value.”