Norwalk Furniture Focuses on HPMKT and Beyond with New CEO

October 22, 2024  by Karen Parrish in Business Strategy, Industry   

“We’re shaping a new chapter in Norwalk’s history, driving the company forward with a three-part strategy:  anticipating consumer trends, supporting our retail and design customers, and innovating new products,” said Newlin. “We invite everyone to come see and experience this new approach in our showroom during High Point Market.”

Since coming on board in May of 2024, Newlin has focused on listening and learning, drawing on his decades of experience in manufacturing and retail to develop initiatives to improve sales, product development, operations and marketing.

“My favorite part has been getting to know the people and immersing myself to understand every aspect of the business,” said Newlin. “And I love being back in my home state of Ohio.” 

Consumer

To understand the consumer, Norwalk is initially tapping into the real-time insights of its designers and retailers, who have a direct line to emerging consumer trends and product gaps. 

“We want to understand how she wants to live, and what influences her desires and needs,” said Newlin, “and use those learnings to guide our product and marketing strategies. Our customers hear these conversations, perspectives and opinions on a daily basis. So listening to them helps us understand consumer motivations, and what products will sell on their floors.”

In the coming years, Norwalk will complement these perspectives with primary research to further define its target customer. 

New Products

Newlin is keen on bringing fresh designs to his customers that focus on comfort and movement. Norwalk is introducing swivels, a power recliner that looks like a stationary sectional, and new materials that deliver an amazing seating experience to help consumers relax and enjoy their homes. 

“Our modern assortment of on-trend upholstery designs gives retailers and designers a competitive edge against lifestyle brands,” said Newlin. “And we cover every style, from coastal and cottage to modern and minimalist.”

While many new products will be shown in October, the April 2025 High Point Market will feature a more robust introduction. A wider assortment of products and price points will debut with custom details that lifestyle brands cannot duplicate, even covering regional needs for frame and fabrics.

The ability to handle detailed aspects of manufacturing means Norwalk can be an excellent choice for domestic custom upholstery, with the capacity to tailor a program to the specific needs of the retailer.

“One size will not fit all,” said Newlin. “We will adapt to their needs in creating whatever level of detail they would like.”

Customer Support

The third element of Newlin’s strategic plan focuses on providing customized tools and programs that underpin business success for its retailers and design partners. A key initiative is creating tailored marketing materials that help customers sell more effectively. Instead of the traditional bulk, seasonal approach, Newlin is introducing a more personalized system.

“We’ve shifted away from generic, pre-prepared materials,” said Newlin. “Now, we operate like an extension of our customers’ in-house marketing teams, creating what they need when they need it.”

Other sales and marketing support tools that help designers and retailers sell product to their clients include realistic draping, an information-rich website and inspiring professional photography.

In regard to working with customers throughout the year, Newlin emphasizes the importance of smooth operations. “Our goal is to be easy to work with,” says Newlin. “Our customer service, manufacturing and delivery systems are designed to make interactions simple and efficient.”