by Line aims to fill perceived void in marketplace for “affordable luxury” in case goods
HIGH POINT – Magnussen Home has launched a new brand called Thirty One – Twenty One Home that aims to fill a perceived void in the marketplace for affordable luxury in case goods.
The company’s name is derived from the year Magnussen was founded – 1931 – and when the new brand was launched last year, with industry veteran Adam Tilley named president.
At the April High Point Market, Thirty One – Twenty One Home will offer nine bedrooms, each with around 11 pieces including multiple beds and nightstands plus companion dressers, chests, mirrors and accent items.
Styles range from smaller scale contemporary to larger scale European traditional, Tilley told Home News Now, with other style categories also represented in the mix.
“We will have contemporary, transitional and traditional being our core categories and will have a good, better, best strategy in terms of pricing,” he said of the mix, which he also described as offering a good balance of casual and more formal looks.
Pricing is targeted to be 20%-30% above core Magnussen product, which largely falls in the $1,999 to $2,499 for four-piece bedrooms, with some as high as $2,999.
Thirty One – Twenty One will launch with bedroom this spring, but will expand into dining this fall, to be followed by occasional, home office and home entertainment, Tilley said of plans for a complete case goods mix.
“Thirty One – Twenty-One Home is a supplier first and foremost,” Tilley said in a statement. “Our role in the pursuit of consumer’s discretionary income is to bring product that sells to those who effectively market, sell, and deliver goods and services to consumer’s homes.
“While we recognize that in today’s market landscape, inventory availability is paramount, the long-term adage ‘product is king’ still applies. Our product team leverages decades of experience in studying trends, analyzing successes and failures, and flexing creative muscles to offer product that is on-trend, relatable and attainable to the consumer.”
Made in Vietnam, the line also aims to leverage Magnussen’s operational expertise in supply chain, logistics and customer service.
“I’m proud of the reputation we’ve built at Magnussen for bringing great design, great value and great service to the industry,” said Nathan Cressman, CEO of Magnussen Home. “This formula can be applied to any price point. Adam and I share that vision,”
Expected to hit retail in the fourth quarter, the line will be available on full containers shipped direct from Vietnam. The line also will ship directly from the company’s Ontario, Calif. warehouse, which will stock each of the groups that go into production. Goods from this facility also can be shipped with Magnussen product.
“A core tenet of the Thirty One – Twenty One strategy is to be a reliable partner that flows product,” Cressman added of the convenient options for retailers to purchase the line.
And while Thirty One – Twenty One falls under the Magnussen umbrella and benefits from shared services, including, logistics, sales and customer service, it will operate as a separate brand that has its own showroom and website.
At market, it will show in space M-905 of the International Home Furnishings Center, directly across from the Magnussen showroom.
