Daily News
From Home Furnishing Business
Bernards Furniture Introduces Hybrid Support Model
April 10,
2025 by Karen Parrish in Business Strategy, Industry 
Bernards Furniture has revamped its sales support model by introducing a unique hybrid approach to aid their retail partners in boosting sales. Unlike many other suppliers moving away from traditional catalogs, Bernards has innovatively implemented a new catalog strategy by developing individual catalogs for each of their major home collections.
Company president Micah Swick emphasizes the significance of providing retail partners with tailored catalogs to enhance consumer engagement within the store. By focusing on specific collections, the catalog simplifies navigation and keeps conversations centered on the consumer's interests.
In addition to personalized catalogs, each collection now boasts its dedicated website, showcasing a blend of traditional photography along with advanced technologies like CGI and AI enhanced images. Bernards has quietly unveiled several new websites in recent months, including Elure, Citrus Heights, and Trilogy collections and just this week their new Pagosa collection, being introduced at the upcoming spring market.
Swick highlights the dual role of catalogs as in-store engagement tools and websites as traffic drivers. The websites offer consumers the ability to zoom in on details, view products from various angles, and easily share images with friends and family. Future enhancements will include 3D images, videos, and product reviews.
The rationale behind individual websites, as explained by Swick, is to streamline the sales process without overshadowing the retail experience with excessive marketing. By providing specific websites for each collection, Bernards aims to eliminate common barriers faced by associates and retail managers, ensuring a seamless consumer journey devoid of distractions.
Moreover, Bernards currently provides wood chip finish samples for all collections, with plans to introduce fabric swatches later this year, including for upholstered headboards and dining chairs. These comprehensive support features are driving product demand, increasing retail foot traffic, boosting sales figures, enhancing the shopping experience, and fostering repeat business as consumers explore additional matching items online.