by Upholstery specialist seeks to boost opportunities for dealers small and large alike to purchase its line
HICKORY, N.C. — Motion and stationary upholstery specialist Hi-Rock Home is launching a domestic warehouse program that aims to serve dealers looking for the opportunity to order smaller quantities of product than the company ships through its container direct model.
Located in Hickory, the warehouse will begin shipping this July in time for late summer and Labor Day sales promotions. Customers can begin planning for this at the April market where they can begin placing orders for goods that will be available from the facility in the coming weeks and months.
Initially, it will stock the company’s bestselling leather recliners, including models featuring Leggett & Platt’s Zero Cloud, lay-flat mechanism with a 3 ½-inch extension on the footrest.
“You have to walk before you run, and we have to demonstrate that this is a viable plan,” said President Ernie Rockhill. “It will continue to grow over time, but I felt it was important to get this out.”
He said the initial response at premarket was positive with some dealers already beginning to place orders.
“We have started selling it,” he added, noting that goods can be on floors in plenty of time for Labor Day. “This allows people to begin planning for Q3 and Q4.”
When the company got started four years ago, it began with a container direct model that afforded plenty of opportunity to sell larger accounts that could buy in those quantities.
The warehouse program will allow it to expand with a smaller dealer base. But Rockhill noted that while it will benefit smaller dealers that can’t order in large enough quantities to flow product on containers, it also creates opportunity for larger customers.
“It makes for a much easier buying proposition for our customers,” he said. “Smaller customers now have the opportunity to buy the line and bigger folks have the opportunity to sample it before they dive in.”
At market, the company will educate dealers more about the program at its showroom in space M-231 of the International Home Furnishings Center.
