Dorel Home revamps its showroom with retailers in mind

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Furniture World News Bureau on 10/20/2022




Shoppers entering the Dorel Showroom (C&D Space 9A) this fall High Point Market may not recognize the place. Gone are the walls, the complex layout and the products segmented by the multiple and diverse divisions of the company. In their place: a modern, upscale space designed to direct market visitors through a cohesive, easy-to-shop presentation that underscores the manufacturer’s “whole house vision.”

The renovated 9th floor showroom showcases the essentials of what Dorel Home, a segment of Dorel Industries Inc. (TSX: DII.B, DII.A), has a strong focus on solutions from the small home specialist. space and storage, ready-to-assemble products. An additional space on the eighth floor is dedicated to high-end furniture for traditional furniture stores. Both spaces feature product stories and carefully curated collections representing the company’s many partnerships and licensed collaborations with names including The Paris Hilton x Novogratz, CosmoLiving, Queer Eye and Mr. Kate, and in-house brands such as than Little Seeds.

According to Claudia Grundman, vice president of global brand partnerships for Dorel Home, the showroom redesign was initiated by a need to simplify the buying process for buyers.

“In the past, while there were branded product areas everywhere, each division of the company (and there are many of them) also had its own display areas,” Grundman said. “This meant that it was not unusual for a buyer to move from one end of the showroom to the other to see coordinated products. Dorel Home has always had a holistic view of the home, but it wasn’t easy.

We have steadily increased our focus on domestically made products, and highlights from the redesigned space reinforce our 2023 “We Think Local” goal, as well as sustainable innovations at each of our nationwide factories located in the United States. United and Canada. Overall, I think the new showroom will help many buyers experience Dorel Home in an entirely new way,” Grundman said.

New product category introductions to look out for in this market include wall beds and closet systems. “As a small space and storage specialist, Dorel Home focuses on solution-driven designs based on current socio-economic trends,” Grundman said. “Our push towards Murphy beds with storage is a prime example of this now, with more people than ever working remotely. Our new designs in varying sizes can transform a bedroom into a home office almost instantly with a wardrobe replacing the bed behind you on screen when it’s time for a Zoom call.

Then there is the new capsule collection: Paris Hilton x Novogratz. Paris saw the need for glamorous furniture at affordable prices, and who better to team up with than The Novogratz? Yet another example of how we approach product development differently here, Little Seeds, is an inclusive brand of furniture for all children and all genders that grows with your children from newborn to teenager. Meanwhile, QE caters to Walmart shoppers with thoughtful products, while CosmoLiving is a curated furniture line that expresses Cosmo Girl’s shift to female empowerment, and Mr. Kate reaches consumers through their Youtube channel. Furniture retailers in particular now need to connect with new consumers, and we’ve designed our showroom to clearly demonstrate how with exciting products that speak directly to the way people want to live now.


About Dorel Industries Inc.

Dorel Industries Inc. (TSX: DII.B, DII.A) is a global organization that operates two distinct businesses in children’s products and home products. Dorel’s strength lies in the diversity, innovation and quality of its products and in the superiority of its brands. Dorel Juvenile’s strong branded products include global brands Maxi-Cosi and Tiny Love, complemented by regional brands such as Safety 1st, BebeConfort, Cosco and Infanti. Dorel Home, with its comprehensive e-commerce platform, markets a wide assortment of domestically produced and imported furniture. Dorel has annual sales of US$1.7 billion and employs approximately 4,200 people at facilities in twenty-two countries around the world.

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